BEING MORE THAN A BRAND: WHERE IS BRAND LOVE ROOTED?


AKTURAN U.

8th Annual Conference of the EuroMed-Academy-of-Business, Verona, Italy, 16 - 18 September 2015, pp.84-97 identifier

  • Publication Type: Conference Paper / Full Text
  • City: Verona
  • Country: Italy
  • Page Numbers: pp.84-97

Abstract

The aim of this research is to explore the roots of brand love and determine brand and consumer related factors affecting the love relationship. In the study, 750 entries of consumer statements about their lovemarks were analyzed via inductive thematic analysis and a brand love relationship model was proposed. It is found that brand-related factors (functional congruity, satisfaction, brand trust, brand passion, sensory experiences), and consumer-related factors (self-congruity, and personalized experience) positively affect brand love. And brand love has a positive impact on WOM, brand loyalty, willingness to pay higher, intention to buy extended brands, and brand engagement.