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From brands to classical music: Broadening and deepening a brand love prototype

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Abstract

Love is complex phenomenon, purportedly universal with powerful motivational properties. Love objects vary, and in the consumer marketing domain brand love has received considerable attention. We broaden theory by revising a brand love prototype and applying it in a non-brand context, and we deepen theory by examining the relationship between core brand love elements and loyalty at different levels of past behaviour. Our findings show that the revised model provides an excellent representation of the data and explains 53% of the variance in loyalty for classical music concerts and we confirm that past behaviour significantly modifies the relationships between constructs in the model.

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Author information

Authors and Affiliations

  1. School of Finance, Economics and Marketing, RMIT University, Building 80 Level 11, 455 Swanston St, Melbourne, 3000, Australia

    Christopher J. White & Michael Schwartz

  2. Department of Transportation and Communication Management Science, National Cheng Kung University, University Road, Tainan, 701, Taiwan

    Eudora Tong

Authors
  1. Christopher J. White
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Correspondence to Christopher J. White.

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Appendices

Appendix 1

Pba

SESa

Effect

t

p

Conditional effect of distress on passion

1.00

1.00

− .13

− 3.25

.00

1.00

2.00

− .11

− 2.64

.01

2.00

1.00

− .02

− .45

.65

2.00

2.00

− .01

.18

.86

Conditional effect of distress on emotion

1.00

1.00

− .15

− 3.75

.00

1.00

2.00

− .12

− 3.00

.00

2.00

1.00

− .04

− 1.01

.30

2.00

2.00

− .05

− 1.09

.28

Conditional effect of distress on identity

1.00

1.00

− .49

− 10.60

.00

1.00

2.00

− .49

− 10.61

.00

2.00

1.00

− .38

− 9.43

.00

2.00

2.00

− .38

− 7.35

.00

  1. Pb past behaviour, SES socioeconomic status
  2. a1 = low; 2 = high

Appendix 2

Item statements

Self-brand integration (identity)

  • Attending classical music concerts is an important part of who I am

  • Attending classical music concerts reflects the qualities I like about myself

  • Attending classical music concerts allows me to have memorable experiences

  • Attending a classical music concert is something I often think about

Passion-driven behaviours (passion)

  • I make constructive suggestions to the employees of venues that host classical music concerts on how to improve the service they provide.

  • My desire to attend classical music concerts can best be expressed as [weak—strong]

  • Attending classical music concerts is a passion that I manage to control

Positive emotional connection (emotion)

  • Attending classical music concerts is in harmony with the other activities in my life

  • I am completely taken with attending classical music concerts.

  • The thought of being able to attend a classical music concert makes me feel [excited]

Long term (commitment)

  • I have made plans for how I will buy a ticket for classical music concerts in future

Attitude V (attitude)

  • For me, attending a classical music concert would be [Pleasant—unpleasant]

Anticipated separation distress (distress)

  • I would feel a sense of loss if I were forced to give up attending classical music

Loyalty

  • I’ve told more people about me attending classical music concerts than I’ve spoken to about most other entertainment events

  • The likelihood of me attending a classical music concert has increased over time

  • Even if buying a ticket for a classical music concert was difficult, I would keep trying

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White, C.J., Tong, E. & Schwartz, M. From brands to classical music: Broadening and deepening a brand love prototype. J Brand Manag 27, 227–236 (2020). https://doi.org/10.1057/s41262-019-00177-3

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