Abstract
The use of the construct “Brand Love” is relatively recent in explaining consumer behavior. However it is pertinent to think that a stronger consumer connection with a brand influences their behavior, particularly in terms of loyalty and willingness to pay a higher price for their “Brand Love”.
In this sense this paper aims to examine how the antecedents of “Brand Love”, brand identification and sense of community influence loyal behavior and willingness to pay a higher price for “Brand Love”.
We used structural equation modeling to analyze data collected for two clothing brands commercialized in Portugal: Zara and Modalfa. Data collection was done through a survey with a structured questionnaire for each of the brands.
The results show that for the Portuguese consumers the brand Zara is considered a preferred brand and as such consumers appear to be loyal and willing to pay a higher price compared to those practiced by the brand Modalfa.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Ahuvia, Aaron C. (1993). I love it! Towards an unifying theory of love across divers love objects. Ph. Dissertation, Northwestern University.
Ahuvia, Aaron C. (2005). Beyond the Extended Self: Loved objects and Consumers’ Identity Narratives. Journal of Consumer Research, 32, June, 171-184.
Ahuvia, A. C.; Bagozzi, R. P. and Batra, R. (2007). Brand love: the “what” and “so what”. Marketing Science Institute Conference, Mineapolis.
Albert, Noel; Merunka, Dwight and Valette-Florence, Pierre (2009). The feeling of love toward a brand: Concept and Measurement. Advances in Consumer Research, 36, 300-307.
Bagozzi, R. P. and Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.
Batra, Rajeev; Ahuvia, Aaron and Bagozzi, Richard P. (2012). Brand Love. Journal of Marketing, Vol. 76, March, pp. 1-16.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
Bergami, M. and Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. The British Journal of Social Psychology, 39(4), 555-577.
Bergkvist, Lars and Bech-Larsen, Tino (2010). Two studies of consequences and actionable antecedents of brand love. Brand Management, 7(7), 504-518.
Carroll, B. A. and Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
Chaudhuri, A. (1999). Does Brand Loyalty Mediate Brand Equity Outcomes?. Journal of Marketing Theory and Practice, 7(2), 136-146.
Ellemers, N.; Kortekaas, P. and Ouwerkerk, J. W. (1999). Self-categorisations, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(2-3), 371-389.
Escalas, J. E. and Bettman, J. R. (2003). You are what they eat: the influence of reference groups on consumer connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Hair, J. F., R. E. Anderson, R. L. Tatham and W. C. Black (2006), Multivariate Data Analysis, 6th Ed., Pearson, Prentice- Hall, Upper Saddle River, N. J..
Hemetsberger, Andrea; Kittinger-Rosanelli; Christine M. T. and Friedmann, Sandra (2009). “Bye Bye Love” – Why devoted consumers break up with their brands. Advances in Consumer Research, 36, 430-437.
Hughes, Douglas E. and Ahearne, Michael (2010). Energizing the reseller’s sales force: the power of brand identification. Journal of Marketing, 74, July, 81-96.
Kabiraj, Sajal and Shanmugan, Joghee (2010). Development of a conceptual framework for brand loyalty: A Euro- Mediterranean Perspective. Brand Management, 18(4-5), 285-299.
Kamakura, W. A. and G. J. Russell (1993). Measuring Brand Value with Scanner Data. International Journal Research Marketing, 10, March, 9-21.
Keller, K. L. (2003), Strategic Brand Management – Building, Measuring and Managing Brand Equity, 2nd Ed., Upper Saddle River, New Jersey: Pearson Education.
Netemeyer, et. al., (2004). Developing and Validating Measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Odin, Yorick, Nathalie Odin and Pierre Valette-Florence (2001). Conceptual and Operational Aspects of Brand Loyalty. An Empirical Investigation. Journal of Business Research, 53(2), 75-84.
Oliver, R. L. (1997), Satisfaction: A Behavioral Perspective on Consumer, Boston, MA: McGraw-Hill.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, Vol. 63, Special Issue, pp. 33-44.
Park, Chan Su and V. Srinivasan (1994). A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility. Journal of Marketing Research, 31 (2), 271-288.
Park, C. Whan, MacInnis, D. J.; Priester, J.; Eisengerich, A. B. and Iacabucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74, November, 1-17.
Pichler, Elisabeth A. and Hemetsberger, Andrea (2008). Driven by Devotion-How consumers interact with their objects of devotion. Advance in Consumer Research, 35, 439 – 443.
Pitta, Dennis A. and Franzak, Frank J. (2008). Foundations for building share of heart in global brands. Journal of Product & Brand Management, 17(2), 64-72.
Rossiter, John and Bellman, Steve (2012). Emotional Branding Pays Off – How brands meet share of requirements through bonding, commitment and love. Journal of Advertising Research, 52(3), 291-296.
Shimp, T. a. and Madden, T.J. (1988). Consumer-object relations: a conceptual framework based analogously on Sternberg’s triangular theory of love. Advances in Consumer Research, 15, 163-168.
Sirgy, M. J., Dhruv Grewal, Tamar F. Mangleburg, Jae-ok Park, Kye-Sung Chon, C. B. Claiborne, J. S. Johar, and Harold Berkman (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of Academy of Marketing Science, 25(3), 229-241.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Rodrigues, P., Reis, R., Cantista, I. (2015). Consumer Behavior: How the “Brand Love” Affects you. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_212
Download citation
DOI: https://doi.org/10.1007/978-3-319-10951-0_212
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10950-3
Online ISBN: 978-3-319-10951-0
eBook Packages: Business and EconomicsBusiness and Management (R0)