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Journal articles on the topic 'Brand love'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Choi, Chul-Jae. "The Effects of Brand Experience on Brand Loyalty in Luxury Brand Purchase Settings: Causal Roles of Brand Image and Brand Love." Korea International Trade Research Institute 19, no. 1 (2023): 413–29. http://dx.doi.org/10.16980/jitc.19.1.202302.413.

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Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand

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Ajitha, Savarimuthu, George Saji, and Kumar Mohanchandran Dileep. "Impact of Brand Experience and Continuous Brand Satisfaction on Brand Love." Empirical Economics Letters 22, September Special Issue 1 (2023): 11–23. https://doi.org/10.5281/zenodo.8412664.

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<strong>Abstract: </strong>Brand love has been influenced by various important marketing variables. Long-standing difficulties with considerable literature coverage include consumers creating emotional bonds with brands and the bond attaching oneself to a product-brand. This relationship's primary input is brand experience, and its primary output is brand love. It explains the brands love specially positioned by the consumer as the brand satisfaction is continuous and the characteristics of them are intended to study in this research. Brand experience positively influences the brand satisf

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Becheur, Imene, Oula Bayarassou, and Hela Ghrib. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship." Global Business Review 18, no. 3_suppl (2017): S128—S144. http://dx.doi.org/10.1177/0972150917693160.

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This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina

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Algharabat, Raed Salah. "Linking social media marketing activities with brand love." Kybernetes 46, no. 10 (2017): 1801–19. http://dx.doi.org/10.1108/k-04-2017-0130.

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Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand

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Elanchelian, Pavitra A/P. "Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's IKEA." International Journal of Tourism & Hospitality in Asia Pasific 5, no. 3 (2022): 76–91. http://dx.doi.org/10.32535/ijthap.v5i3.1890.

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IKEA is a fast-growing multinational home furnishings company started in 1943 in Sweden. Using a comparative analysis of the IKEA brand in Malaysia and China, this research intends to analyze the relationship between brand attitude, brand experience, brand love, and word of mouth. The data collected from China (N=100) and Malaysia (N=100) revealed that brand attitude, brand experience, and brand love impact word of mouth. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand attitude, brand experience, and brand love in retail brands

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Khandeparkar, Kapil, and Manoj Motiani. "Fake-love: brand love for counterfeits." Marketing Intelligence & Planning 36, no. 6 (2018): 661–77. http://dx.doi.org/10.1108/mip-11-2017-0278.

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Purpose Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied how these two love types differ in its genesis and consequences. Therefore, the paper aims to discuss this issue and intends to fill this gap. Design/methodology/approach This study performed a multi-group analysis using (PLS-SEM) between two groups of customers (real-buyers and fake-buyers) to elucidate

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Qayyum, Abdul, and Ayesha Saeed. "Impact of Self Expressive Brands and Brand Attachment on Brand Advocacy: The Mediating Role of Brand Love." Jinnah Business Review 7, no. 1 (2019): 27–36. http://dx.doi.org/10.53369/qaee7103.

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The main objective of this study was to examine the impact of self expressive brands and brand attachment on brand advocacy with the mediating role of brand love. Findings are revealed on the survey of people who get involved with the Clothing Brand and become brand advocates. Hypotheses were tested with a sample of 275 respondents and the regression analysis was conducted to test the hypotheses. The results of the study show the partial mediating impact of brand love on the relationship between self expressive brands and brand advocacy, while full mediation impact of brand love on brand attac

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Fetscherin, Marc. "What type of relationship do we have with loved brands?" Journal of Consumer Marketing 31, no. 6/7 (2014): 430–40. http://dx.doi.org/10.1108/jcm-05-2014-0969.

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Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/approach – We use a 2 × 2 experimental design where we compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan). Model testing were conducted using exploratory factor analysis, confirmatory factor analysis

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Hadi, Abdulhadi, Dody Muhamad Wisnu Barata, Hardoko Hardoko, and Yusti Yusti. "PENGARUH BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND LOVE PADA GEN Z DI KABUPATEN KLATEN MEMILIH MERK SNEAKERS LOKAL." Kajian Ekonomi dan Bisnis 19, no. 2 (2024): 144–54. https://doi.org/10.51277/keb.v19i2.218.

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Abstract This study aims to analyze the influence of brand experience on brand loyalty, with brand love as a mediating variable among Gen Z in Klaten Regency in choosing local sneaker brands. The research employs a quantitative approach with a survey method. Data were collected from 107 respondents selected through purposive sampling and analyzed using path analysis and Sobel test to examine mediation. The findings indicate that brand experience has a positive and significant effect on brand loyalty (β = 0.257; p = 0.011) and brand love (β = 0.604; p = 0.000). Additionally, brand love signific

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Asghar, Hina, Ayaz Ahmad, Maria Ahmad, and Wisal Ahmad. "The Power of Personality Congruence in Crafting Brand Love and Loyalty: An Investigation of Retail Fashion Brands in Pakistan." Business & Economic Review 16, no. 1 (2024): 97–122. http://dx.doi.org/10.22547/ber/16.1.5.

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This study evaluates the impact of brand personality dimensions i.e., sincerity, excitement, competence, sophistication, and ruggedness on brand love and subsequently assesses the mediating role of brand love in transmitting the absorbed effect to brand loyalty for the fashion clothing retail brands in Pakistan. Empirical data were gathered through a self-administered questionnaire from 350 randomly selected consumers within the age group of 18-42 years, who comprise a major portion of the retail fashion clothing retail brands’ market. The proposed conceptual model was assessed through Structu

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Malik, Garima, and Abhinav Guptha. "Measuring ‘Brand Love’ : Understanding the Attitude of Millennials towards Select Brands." Ushus - Journal of Business Management 12, no. 4 (2013): 1–30. http://dx.doi.org/10.12725/ujbm.25.1.

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The dynamic environment of markets has forced the market researchers to study customer orientation towards a product and his associations with the brand. Millennial are opinion leaders across all business domains in the society; this emphasizes the importance of this particular segment and their impact on brand equity. Indian business is very dynamic and is continuously being affected by the various changes due to the entry of new foreign players, high technological up gradations and changing consumer needs. Hence it has become very important for the marketers of the brands to make their brand

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Handique, Kaushik, and Samir Sarkar. "The Impact of Brand Love on Customer Loyalty: Exploring Emotional Connection and Consumer Behaviour." International Research Journal of Multidisciplinary Scope 05, no. 04 (2024): 1104–20. http://dx.doi.org/10.47857/irjms.2024.v05i04.01723.

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This paper examines the complex relationship between brand love and brand loyalty, exploring the central role of emotional ties in shaping consumer-brand interactions. Extensive research on consumer preferences and behavior reveals a strong and positive relationship between brand love and brand loyalty -Emphasizes the importance of emotional engagement to build commitment What lies notably, research also highlights the significant impact of brand love on consumer behavior, as it motivates the willingness to pay higher prices for the products or services of the desired brands Number of people w

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Deepti Verma. "Decoding How Brand Love for Spiritual Gurus Endorsed Products in India Leads to Brand Sacredness and Brand Fidelity." Journal of Information Systems Engineering and Management 10, no. 22s (2025): 411–27. https://doi.org/10.52783/jisem.v10i22s.3535.

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Purpose: This paper aims to test a model based on cognition, affection and behaviour theory that shows how brand love for the products that are sold and endorsed by Spiritual Gurus in India results in the formation of brand sacredness and brand fidelity through brand trust. Methodology: The conceptual model and hypotheses were tested with a sample of 718 consumers. PLS-SEM was performed for analysis using SmartPLS software(version 4.2). Findings: According to the result brand trust exerts a direct positive effect on brand love, and in turn, brand love shows a direct positive effect on brand sa

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Ceyhan, Ayben, and Uğur Yozgat. "Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks." EMAJ: Emerging Markets Journal 11, no. 1 (2021): 76–85. http://dx.doi.org/10.5195/emaj.2021.222.

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Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to analyze how brand love is created and to identify the components of a sustainable brand love, we conducted a qualitative study on the brands that achieved the lovemark status several times in the survey conducted on the consumers in Turkey. We used the categories in the 2019 lovemark survey, a study conducted by Ipsos for MediaCat magazine every

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Cho, Eunjoo, and Jiyoung Hwang. "Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness." International Marketing Review 37, no. 2 (2020): 241–59. http://dx.doi.org/10.1108/imr-12-2018-0351.

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PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.Fi

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Nareswari, Ayu. "Compassionate Global Brand: A Bridge Between Brand Globalness and Brand Love for Sustainable Brands." Jurnal Ilmu Manajemen Advantage 7, no. 2 (2023): 199–207. http://dx.doi.org/10.30741/adv.v7i2.1207.

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Finding out and assessing how global brand compassion affects global brand love and globalness in the direction of sustainable brand is the aim of this study. The primary source of data for this study was the answers that participants gave to the questionnaire items. All MSMEs in Jember Regency that export goods make up the population used. Thus, the study's sample consists of up to 100 MSMEs exporting goods from Jember Regency. The Structural Equation Model (SEM) with SmartPLS is the analytical tool utilized in this work. The findings demonstrated that Sustainable Brand benefits from Brand Gl

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Van Thuy, Nguyen, Ngo Thi Xuan Binh, and Nguyen Thi Kim Phung. "Influencing brand love to brand loyalty: A case study of Phu Quoc fish sauce." Science & Technology Development Journal - Economics - Law and Management 4, no. 1 (2020): First. http://dx.doi.org/10.32508/stdjelm.v4i1.595.

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The study aims to analyze the impact of brand love on brand loyalty of Phu Quoc fish sauce – a famous traditional brand of Vietnam that has been accepted by the European Union for the protection of geographical indications. Brand love is proxied by two exogenous variables of hedonic products and self-expressive brands. Brand love, including a passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and declarations of love for the brand is the basis to create customer loyalty for the brand. Research data were collected from a

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Waseem, Aarzoo, and Fatima Laraib. "Measuring Contribution Towards Brand Love and Effect of Brand Love on Wom: Evidence from Consumer Durable Goods." Journal of Marketing Strategies 2, no. 1 (2021): 35–47. http://dx.doi.org/10.52633/jms.v2i1.27.

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Brand love is supposed to most important key intents in the brand management and consumer is the imperative assets to the organization this study is a pervasive study for the companies and institutions plus brand love contribute itself to gratify consumer satisfaction in (SMCG) sector and consumer make their trust on reliable brands and this factor increase the goodwill of brands. This specific study has also research has also with several limitations due to the time limitations other researchers will have a chance to find other dimensions with a source of new variable as psychological behavio

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Misra, Isra, Ali Sadikin, and Aditya Achmad. "The Influencing Factors of Brand Loyalty and Brand Love." International Journal of Business, Technology and Organizational Behavior (IJBTOB) 1, no. 3 (2021): 202–13. http://dx.doi.org/10.52218/ijbtob.v1i3.95.

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Loving a brand can cause a positive feeling for the brand and want to use the brand for a long time. Research on the factors that make consumers feel love for a brand is still a little. This study aims to know at the factors that influence brand loyalty and brand love on iphone users in City in Souteast Asia. This research is a quantitative study using a quantitative descriptive approach. The analytical tool in this study is the Smart PLS (Path Analysis) application. The research variables consist of Romanticism (X1), Self Expression (X2), Hedonic Product (X3), Brand Loves (Y1) and Brand Loyal

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Walter Tabelessy. "Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City." International Journal of Integrative Research 2, no. 5 (2024): 439–52. http://dx.doi.org/10.59890/ijir.v2i5.1928.

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Competition between smartphone brands requires manufacturers to be able to introduce products and brands to consumers using various strategies, one of which is using social media marketing. One smartphone product that uses social media marketing as a marketing strategy is the iPhone brand smartphone through its Instagram account by prioritizing User Generated Content (UGC). This research aims to analyze the relationship between social media marketing, brand love, brand loyalty, and brand equity, and analyze brand love as a mediating variable in these relationships. To determine the sample size

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Mahlke, Chantal, Sarah Lahmeyer, and Ellen Roemer. "What Is Love? Exploring the Meaning of Brand Love and its Role in Determining Brand Loyalty." Multidisciplinary Business Review 13, no. 2 (2020): 54–65. http://dx.doi.org/10.35692/07183992.13.2.6.

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This paper measures brand love of smartphones in a specific cultural context. It assesses and compares the effects of brand love and satisfaction on brand loyalty and positive word-of-mouth. The authors use a qualitative approach to select and adapt a measurement scale of the brand love construct for Germany. They use a quantitative study to evaluate the relationships between brand love, satisfaction, brand loyalty and positive word-of-mouth for the case of smartphone brands. Brand love measurement needs to be adapted to the German context. Brand love has a higher impact than satisfaction on b

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Rina Sari Qurniawati, Aisyah Nurul Sakinah, and Yulfan Arif Nurohman. "The Impact of Religious Beliefs on Halal Skincare Brand Loyalty in Central Java Indonesia: The Mediating Role of Brand Love." Jurnal Ekonomi Syariah Teori dan Terapan 10, no. 2 (2023): 141–50. http://dx.doi.org/10.20473/vol10iss20232pp141-150.

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ABSTRACT People's lifestyle changes after the Covid-19 pandemic has penetrated, increasing awareness of the importance of skin health and beauty care. Many studies have examined the relationship between brand love as a mediating variable on consumer loyalty. However, there is still little research on the context of halal brands, where many make them different from conventional brands because of restrictions in Islam. This study examines and explains the role of brand love in mediating religious beliefs on the loyalty of halal-labelled skincare brands. The number of samples in this study was 15

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Afifah, Bulan Millatina Basyarah. "Analisis Faktor Yang Mempengaruhi Brand Love Pada Produk Retail Bangunan Modern." Jurnal Bisnisman : Riset Bisnis dan Manajemen 1, no. 2 (2020): 52–60. http://dx.doi.org/10.52005/bisnisman.v1i2.13.

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The purpose of this study is to determine the effect of brand trust on brand love, the influence of global brand identification on brand love, the influence of self-expressive brands on brand love, and the influence of hedonic products on brand love. This research was conducted using a survey method assisted by a questionnaire distributed to respondents (consumers) of modern retail buildings located in Jakarta, Bogor, Depok, Tangerang, and Bekasi. This study uses multiple regression analysis with 216 respondents. This analysis is used to measure the strength of two or more variables and also s

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Suzanee Malhotra. "Impact of Country of Origin on Brand Love: An Empirical Study of Select Denim Jeans Brands." International Journal of Business and Society 23, no. 2 (2022): 820–33. http://dx.doi.org/10.33736/ijbs.4840.2022.

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This research paper aims to analyze the impact of attitude towards country of origin on brand love for some select US and Indian denim jeans brands. Further the impact of brand love is also studied on loyalty and word of mouth. Survey based research using convenience sampling was used for data collection using self-administered questionnaires. The study has used confirmatory factor analysis (CFA) using AMOS 20 for data analysis. The empirical analysis shows that the attitude toward the country of origin does not impact the feelings of brand love. However, it was found that brand love impacts l

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Wijayanti, Murti, Dewi Sri Woelandari Pantjolo Giningroem, and Novita Wahyu Setyawati. "Brand Fidelity Millennial Generation on Halal Cosmetic Brand Through Brand Experience and Brand Trust: The Role of Brand Love as Mediation." Majalah Ilmiah Bijak 20, no. 1 (2023): 88–96. http://dx.doi.org/10.31334/bijak.v20i1.3110.

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The study focuses on Millennials in Bekasi City to examine the relationship between brand experience, brand trust, brand love and brand loyalty. This study uses a quantitative approach with convenient sampling and survey methods to collect data from 100 respondents. In this study, data are analyzed using structural equation modeling (SEM) using Smart PLS software. Findings show that brand experience and brand trust have a positive impact on brand love. Furthermore, brand trust and brand love positively affect brand loyalty, whereas brand experience does not. The study also found that the relat

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Kostritsa, Maria, Hildegard Liebl, Rupert Beinhauer, and Jana Turčínková. "Consumer Brand Love for Luxury Brands in India." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 68, no. 1 (2020): 189–97. http://dx.doi.org/10.11118/actaun202068010189.

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To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for

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Fauziah Fauziah, Endang Sulistia Rini, and Syafrizal Helmi Situmorang. "The Influence of Brand Satisfaction on Brand Loyalty with Emotional Brand Attachment and Brand Love as Intervening Variables on Millennial Consumer at Clinic Ms Glow Medan." Proceeding of The International Conference on Business and Economics 2, no. 1 (2024): 243–50. http://dx.doi.org/10.56444/icbeuntagsmg.v2i1.1755.

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This research aims to test the influence of Brand Satisfaction on Brands Loyalty with Emotional Brand Attachment and Brand Love as Intervening Variables. In this study, the population was Millennial Consumers at Clinic Ms Glow Medan. Sample used in this research were 150 respondents, sampling technique using purposive sampling. Data collection uses questionnaires and answers assessed using a Likert scale. Data analysis uses SmartPLS with analysis methods SEM (Structural Equation Modeling). The results of this research show that brand satisfaction, emotional brand attachment, and brand love hav

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Ahuvia, Aaron, Elif Izberk-Bilgin, and Kyungwon Lee. "Towards a theory of brand love in services: the power of identity and social relationships." Journal of Service Management 33, no. 3 (2022): 453–64. http://dx.doi.org/10.1108/josm-06-2021-0221.

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PurposeBuilding meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is created through the social relationships consumers form with other consumers.Design/methodology/approachThis conceptual paper synthesizes the literature on consumer-brand relationships, brand community, social support and service providers, psychological

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Alshreef, Mohamed A., Thowayeb H. Hassan, Mohamed Y. Helal, et al. "Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise." Sustainability 15, no. 9 (2023): 7286. http://dx.doi.org/10.3390/su15097286.

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Studying brand love is vital for hospitality establishments because it helps them understand their customers’ feelings and perceptions toward their brands, especially with the growing number of hospitality brands. However, previous hospitality research has neglected the relationship between customer value and brand love. Therefore, this study investigates the influence of customer value on brand love of fast-food restaurants with a moderating role of electronic word of mouth. The research model was empirically evaluated on 385 fast-food restaurant brand customers in Greater Cairo, Egypt, who h

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Farahdiba, Dea. "Quo Vadis Brand Love? Role of Cognition-Affection-Behavior Model for Local Coffee Shops in Indonesia." Business Management Analysis Journal (BMAJ) 6, no. 1 (2023): 90–108. http://dx.doi.org/10.24176/bmaj.v6i1.9741.

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This study aims to identify the structural relationship between image, experience, love, trust, and brand loyalty for branded local coffee shops using the cognitive-affective-behavior (C-AB) model. One hundred thirty-five respondents participated in this study, and data analysis was performed using the SmartPLS statistical tool with the PLS-SEM method. It was found that brand image and experience had a significantly positive relationship with brand love and trust. Brand love and brand trust also have a significant positive relationship with brand loyalty, according to the assessment of Indones

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Yohanes Totok Suyoto and Hendy Tannady. "Ideal Self-Congruence: Its Impacts on Customer Love and Loyalty to Luxury Brands in Indonesia." International Journal of Professional Business Review 7, no. 6 (2022): e0769. http://dx.doi.org/10.26668/businessreview/2022.v7i6.e769.

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Purpose: This research is conducted to examine the influence of ideal self-congruence on customer love and loyalty to two luxury brands. Theoretical Framework: Luxury brands have three dimensions, namely functional, experiential, and symbolic. A brand is said to be luxurious if it has some characteristics such as high quality, high price, sensuality, beauty, exclusivity, historicity, and uniqueness. Customer loyalty to brand is a crucial strategy choice for companies struggling to maintain business continuity. The organizations believes that brand loyalty can provide benefits for organization.

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Purwianti, Lily, and Fionna Fionna. "Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love." Jurnal Manajemen Strategi dan Aplikasi Bisnis 6, no. 2 (2023): 373–84. http://dx.doi.org/10.36407/jmsab.v6i2.1105.

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The study was conducted with the aim to evaluate the effect of social media marketing activity on brand loyalty mediated by brand awareness, brand trust, and brand love. Data were collected through questionnaires given to 260 respondents who live in Batam City, and are fans or users of several fast fashion brands in Indonesia, including zara, stradivarius, h&m, and uniqlo. To analyze the data, the software used is Smart PLS. The results obtained through data analysis state that social media marketing activity has a positive and significant influence on brand loyalty, brand awareness, brand

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Frenredy, Wilson, and Purnama Dharmawan. "Dimensi Brand Image Untuk Memprediksi Brand Love Dan Brand Loyaty." Jurnal Manajerial Dan Kewirausahaan 2, no. 4 (2020): 1005. http://dx.doi.org/10.24912/jmk.v2i4.9884.

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The purpose of this research is to examine whether 1) mystery can predict brand love and brand loyalty Apple in Jakarta. 2) sensuality can predict brand love and brand loyalty Apple in Jakarta. 3) intimacy can predict brand love and brand loyalty Apple in Jakarta. 4) brand love can predict brand loyalty Apple in Jakarta. Sample was selected using convenience sampling method amounted to 198 respondents in Jakarta. The result of this study show that 1) mystery can positively predict the brand love Apple in Jakarta. While mystery cannot positively predict brand loyalty Apple in Jakarta. 2) sensua

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Efendi, M. Ivan, and Siti Ning Farida. "PENGARUH BRAND LOVETERHADAP BRAND LOYALTYDAN WILLINGNESS TO PAY PREMIUM PRICE(Studi Pada Konsumen Starbucks di Kota Surabaya)." Jurnal Ekonomi Dan Bisnis (EK&BI) 4, no. 1 (2021): 384–92. http://dx.doi.org/10.37600/ekbi.v4i1.228.

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Brands have an important role for the continuity of a business, because current and future marketing is a competition between brands to seize consumers through brands. Brand love is a market phenomenon that refers to the deep or intense emotions a customer experiences in relation to a particular brand. This emotional attachment can later make consumers loyal to a brand. This study aims to determine the effect of brand love on brand loyalty and willingness to pay premium price of Starbucks consumers in Surabaya. The research method used is quantitative methods. The population in this study were

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Han, Tae-Im, and Dooyoung Choi. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model." Social Sciences 8, no. 9 (2019): 256. http://dx.doi.org/10.3390/socsci8090256.

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A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our

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Mi’rojatul Jannah, Milda, and Jul Aidil Fadli. "The Effect of Brand Satisfaction and Consumer Experience on Brand Loyalty through Brand Love." International Journal of Social Health 2, no. 3 (2023): 82–91. http://dx.doi.org/10.58860/ijsh.v2i3.29.

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The business concept in the form of activities carried out by business entities or individuals to benefit through a series of ways, such as manufacturing, selling, and purchasing by creating a fashionable brand and updates for Muslim women is certainly a bright prospect. This study aims to determine and analyze the influence of Brand Satisfaction and Consumer Experience on Brand Loyalty through Brand Love on Rabbani hijab consumers. The study used a type of quantitative method. The sample in this study was 200 consumers selected based on the purposive sampling method. The data was analyzed usi

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Barbosa, José William de Queiroz, Maria Carolina Cavalcante Dias, and Lissa Valéria Fernandes Ferreira. "Affinity in Adversity: Examining Brand Love and Online Customer Engagement in the Restaurant Industry." Tourism & Management Studies 20, no. 4 (2024): 47–62. http://dx.doi.org/10.18089/tms.20240404.

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Previous studies have investigated brand love in restaurants but have not considered the dynamics of online reviews about restaurant brands. To fill this gap, this study aims to understand how consumers with a high level of love towards restaurant brands defend them in the face of negative reviews on social media. This research, carried out in a Brazilian context, adopts a qualitative approach, analysing 3,979 customer reviews sourced from Instagram through sentiment and categorical content analysis. From the dimensions of brand love, the results showed that customers who love restaurant brand

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Batra, Rajeev, Aaron Ahuvia, and Richard P. Bagozzi. "Brand Love." Journal of Marketing 76, no. 2 (2012): 1–16. http://dx.doi.org/10.1509/jm.09.0339.

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Savitri, Arie Andani, Fatchur Rohman, and Sri Palupi Prabandari. "The Effect Of Brand Innovativeness And Social Media Marketing Activity On Brand Loyalty Mediated By Brand Love In Local Luxury Fashion Brands." Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) 2, no. 12 (2023): 628–43. http://dx.doi.org/10.57185/jetbis.v2i12.76.

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This study examines the effect of brand innovativeness and social media marketing activity on brand loyalty and brand love, the effect of brand love on brand loyalty, and the effect of brand love mediating brand innovativeness and social media marketing activity. The research approach used in this research was a quantitative approach with explanatory research. The sampling technique used in this research is non-probability sampling with a purposive sampling technique with 250 respondents. The data collection technique used in this study was a questionnaire distributed online via Google Forms.

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Septyani, Sarah Dwi, and Yeshika Alversia. "How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media." GATR Journal of Management and Marketing Review 5, no. 3 (2020): 188–96. http://dx.doi.org/10.35609/jmmr.2020.5.3(7).

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Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in t

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Wardhana, Ali, and Samuel Shwan Tera. "PENGARUH BRAND PASSION, BRAND COMMITMENT DAN BRAND INTIMACY TERHADAP REPURCHASE INTENTION, POSITIVE WOM DAN PAY PRICE PREMIUM." Business Management Journal 16, no. 1 (2020): 7. http://dx.doi.org/10.30813/bmj.v16i1.2044.

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Amid the pressures of industrial competition, emotions from consumers can be an unlimited resource that can create good opportunities. A brand can no longer be seen merely as an identity but as a relationship with consumers. Therefore, manufacturers are expected to wrap these emotions into a brand through the brand love concept. The usage of the concept of brand love is not without reason, but because brand love is the best representation of high-level constructs, one of which includes emotions. Thus this research aims to see how brand passion, brand intimacy and brand commitment build brand l

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Pinto Borges, Ana, Cláudia Cardoso, and Paula Rodrigues. "Consumer’s love for functional brands: the Aspirin case." International Journal of Pharmaceutical and Healthcare Marketing 10, no. 4 (2016): 477–91. http://dx.doi.org/10.1108/ijphm-07-2016-0035.

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Purpose This study aims to check which scale of love brand developed by Carroll and Ahuvia (2006) or Mohammadian and Karimpour (2014) have better adhesion to the perception of Aspirin love brand, that is, a functional brand. Design/methodology/approach The conceptual models and associated hypotheses are tested with a sample of 321 consumers. Data were analyzed through a structural equation model. Findings The results demonstrate strong relationships between the three antecedents (brand engagement, confidence and overall attitude) and brand love and between brand love and its consequences (bran

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Angelina, Julia, and RA Nurlinda. "THE INFLUENCE OF BRAND EXPERIENCE AND BRAND PERSONALITY ON BRAND LOYALTY THROUGH BRAND LOVE." Jurnal Scientia 12, no. 03 (2023): 2677–93. http://dx.doi.org/10.58471/scientia.v12i03.1620.

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This research investigates the direct effect of brand experience and brand personality on brand love. It determines the immediate impact of brand experience, brand personality, and brand love on brand loyalty, as well as the indirect influence of brand experience and brand personality on brand loyalty through brand love for Avoskin skincare. This study used the path analysis method, and data collection was done using a questionnaire distributed online using google forms. The questionnaires collected are 160 respondents using the purposive sampling method as the sample collecting technique. Fro

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Coelho, Arnaldo, Cristela Bairrada, and Filipa Peres. "Brand communities’ relational outcomes, through brand love." Journal of Product & Brand Management 28, no. 2 (2019): 154–65. http://dx.doi.org/10.1108/jpbm-09-2017-1593.

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PurposeThis paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.Design/methodology/approachIn total, 510 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses.FindingsThis investigation shows how brand communities may contribute to reinforce the bonds between brands and customers by introducing love in these relationships. The results of this study show that the identification dimension of brand communi

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PRATAMA, ARYAN AGUS, IKA YULIANA, and RESTU ALPIANSAH. "BRAND LOYALTY DITINJAU DARI BRAND EXPERIENCE, BRAND AUTHENTICITY DAN BRAND LOVE." GANEC SWARA 17, no. 3 (2023): 1200. http://dx.doi.org/10.35327/gara.v17i3.563.

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The hotel and resort business are required to sustain consumer loyalty effectively. The study was carried out at Navotel Lombok Resort. The primary objective of this research is to ascertain the impact of brand experience, brand authenticity, and brand love on brand loyalty. Furthermore, this study aims to examine the potential mediating effects that may arise through the concept of brand love. The present study used a descriptive quantitative research design. The sampling approach employed in this study was purposive sampling. The present study discovered a noteworthy and affirmative relation

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Panjaitan, Roymon, and Farida Indriani. "Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage theory Perspective." Media Ekonomi dan Manajemen 27, no. 1 (2022): 17. http://dx.doi.org/10.24856/mem.v27i01.2546.

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<p>This research intends to explore the experience of using brands in the past to increasingly love product brands through brand gravity-resonance capability, especially in the competition of the multi-business product sector. The novelty of this study lies in the synthesis of brand gravity variables, and brand resonance provides the proposed brand gravity-resonance capability variables of the resource-advantage theory of competition proposition results. Data were collected from 499 small and medium-sized business respondents through the dissemination of questionnaires and interviews. Th

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Sarkar, Abhigyan. "Brand love in emerging market: a qualitative investigation." Qualitative Market Research: An International Journal 17, no. 4 (2014): 481–94. http://dx.doi.org/10.1108/qmr-03-2013-0015.

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Purpose – The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market. Brand love is an emerging concept in the domain of consumer psychology. It has been regarded as the motivating force behind contemporary hedonic consumption. Yet little qualitative exploration has been done to understand brand love especially in the context of emerging Asian market. Design/methodology/approach – This article is grounded in consumers’ everyday experiences of loving particular brands. Semi-struct

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Armenia, Monica Desty, and Kurniawati Kurniawati. "PENGUJIAN BRAND SATISFACTION TERHADAP EMOTIONAL BRAND ATTACHMENT BRAND LOYALTY, BRAND LOVE, DAN SELF ESTEEM PRODUK SNEAKERS DI INDONESIA." Journal of Management : Small and Medium Enterprises (SMEs) 17, no. 2 (2024): 267–83. https://doi.org/10.35508/jom.v17i2.16914.

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The sneaker industry has witnessed remarkable growth in recent years, accompanied by a surge in new brands, intensifying the battle for customer loyalty. This study delves into the intricate relationship between brand satisfaction and its impact on emotional brand attachment, brand love, brand loyalty, and self-esteem among sneaker enthusiasts. Data was collected from 255 sneaker users through an online survey administered using Google Forms to explore these connections. Purposive sampling was employed, targeting individuals who actively wear sneakers. The Structural Equation Model (SEM) was u

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Rodrigues, Clarinda, and Paula Rodrigues. "Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands." Journal of Product & Brand Management 28, no. 7 (2019): 830–48. http://dx.doi.org/10.1108/jpbm-04-2018-1842.

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Purpose This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions. Design/methodology/approach The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis. Findings The paper suggests that brand love media

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Pandowo, Aditya. "Efek Nilai Hedonik Terhadap Cinta Merek: Efek Mediasi Emosi Konsumen dan Ikatan Merek Pada Pelanggan Reguler Makanan Siap Saji." Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen 11, no. 2 (2024): 86–99. http://dx.doi.org/10.32477/jrm.v11i2.928.

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The objectives of this study are: (1) to examine the antecedents of brand love derived from the hedonic value of a product/service, consumer emotions, and brand attachment, and (2) to explore the role of consumer emotions, and brand attachment in strengthening the relationship between hedonic values and brand love. 155 respondents were collected in the current study using the purposive sampling method. The sample criteria in this study are consumers who consume regularly. By using the Smart-PLS module, the test requirements are met both validity, reliability, AVE, and Fornell-Lecker. The resul

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