Brand love: Emotionality and development of its elements across the relationship lifecycle

Brand love is the most emotionally intense connection between consumers and their brands. Referring to their interpersonal counterpart, it is assumed that consumer–brand relationships change their nature over time. However, most studies in this field do not take into consideration this dynamic characteristic. As part of a dynamic perspective of emotionality within consumer–brand relationships, this study is the first to integrate traditional relationship lifecycle concepts and interpersonal love theories. Addressing the developmental path of brand love dimensions over the course of a relationship, the analysis shows that the emotional bond with a brand as represented by brand love and its subdimensions do not follow a prototypical trajectory as assumed by traditional lifecycle concepts. Instead of forming an inverse U‐shape, the respective dimensions show divergent paths rather resembling the development of their interpersonal correspondent. Comparing hedonic and utilitarian brand concepts, it is shown that brand love can arise for hedonic brands and, just as well, for brands perceived as predominantly utilitarian. Moreover, the results advocate the singularity of brand love among relational constructs, thereby paving the way for a distinct theoretical approach centering on the lifecycle of love. Theoretical and managerial implications are discussed.     

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

ABSTRACT

This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing.     

品牌生态系统领导模式研究

品牌生态系统领导新兴模式是根据品牌生存和发展的时代背景应运而生,基于双向互动和共同进化时代力量的作用,管理者需全新的战略思考模式,借助生态的思想、理论和方法来研究企业及品牌问题已成为一个趋势。品牌管理者必须树立品牌生态意识,利用生态工艺学、生态规划学和生态管理学对品牌进行调控。     

The underdog trap: The moderating role of transgression type in forgiving underdog brands

This study aims to investigate the interactive effects of brand biography and brand transgression type on consumers’ forgiveness intention. Brand transgression is categorized as relational or nonrelational, with the former (compared to the latter) seriously undermining consumers’ high identification with underdog brands. Across four experimental studies in which transgression type is manipulated in three different ways, it is confirmed that when facing nonrelational transgressions, participants show greater forgiveness intention for underdog than for top‐dog brands. However, when facing relational transgressions, they do not show increased forgiveness intention for underdog brands compared to top‐dog brands. Moreover, perceived anger mediates the interaction effect between brand biography and brand transgression type on forgiveness intention. The theoretical and managerial implications of the findings are discussed.     

Building a human brand: Brand anthropomorphism unravelled

Brand anthropomorphism has been found to enhance the ability of consumers to recognize the inherent value of brands. However, there is limited knowledge among practitioners on how to build a brand with humanlike characteristics. After a literature review of brand anthropomorphism in general and the theory of warmth and competence in particular, we present the Human Brand Model of how to build a brand that is perceived to be human. There are four steps in this process; the first three indicate the brand inputs and the last indicates the results of those inputs. This model guides brand managers on how to make their brand more human. The use of this model should result in the organization having an excellent brand reputation; stronger, more meaningful relationships with its customers; and improved brand loyalty.     

Managing the Brand in a Corporate Advertising Environment: A Decision-Making Framework for Brand Managers

Abstract

Corporate advertising has become a significant business activity. That fact is important for brand managers because consumers' knowledge formed from corporate advertising may influence the way they think about brands the company markets. Brand managers must understand how such potential influence may occur and manage it to their advantage. The authors explore four key questions brand managers should consider in that context. In presenting answers, they integrate several literatures and propose a conceptual framework with a set of research propositions. Finally, they describe general directions for future research.     

Personality,person–brand fit,and brand community: An investigation of individuals,brands, and brand communities

Abstract

Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands. Nevertheless, the antecedents of brand community identification, such as individual differences across consumers in the propensity to connect with brand communities, are not as well understood. We hypothesise that the enduring personality traits extraversion and agreeableness predict identification with the [brand] community, which in turn, and along with product attachment, will be related to brand trust and brand loyalty. Product attachment itself is hypothesised to be a function of person–brand congruity, the perceived fit between the person and the brand. Those relationships are tested and supported in data from a sample of 662 car enthusiasts attending a large brand community meeting or ‘brandfest’.     

品牌内涵的深层思考

品牌战略是企业战略的重要组成部分,如何全面认识品牌的内涵是企业制定品牌战略的前提。品牌是一个完整的动态实体,包括企业、消费者和时间三个维度,这三者之间相互联系,共同构成完整统一的品牌。     

Being True to Oneself: Investigating Celebrity Brand Authenticity

Celebrity brand authenticity is introduced as a construct that represents consumer perceptions of celebrities being “true to oneself” in their behaviors and interactions with consumers. A scale is developed through two purification stages and the scale's predictive validity is assessed. First, the meaning of celebrity brand authenticity to consumers is explored. Second, the Authenticity Inventory from the psychology literature is adapted to develop a scale for consumer perceptions of celebrity brand authenticity. Celebrity brands are perceived as true to self when they appear genuine in their relationships with consumers and behave in accordance with their perceived held values. Evidence of the convergent and discriminant validity of the celebrity brand authenticity scale is provided, which confirms celebrity brand authenticity as distinct from celebrity attachment, despite containing relational items. Finally, the predictive power of celebrity brand authenticity is confirmed through positively influencing consumer intentions to purchase an endorsed brand. Brand managers can use celebrity brand authenticity to position or develop celebrity brands, as well as in the selection of celebrity endorsers.     

公司社会营销对基于顾客品牌权益的影响

本文界定了公司社会营销与基于顾客品牌权益,从六个方面论述了公司社会营销对基于顾客品牌权益的影响,同时提出了进行公司社会营销的一些方法。     

Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

ABSTRACT

Corporate branding is a strategic issue for universities as the global higher education (HE) marketplace is becoming increasingly competitive and there is pressure to differentiate. Yet it is unclear how universities develop and manage brand strategies, and whether they draw upon any meaningful connections to the multiple stakeholders and sub-cultures engaged with a university’s brand. Using qualitative data gathered from an education faculty within an established UK university, this study found the faculty and university had competing brand identities and images. A strong faculty brand emerged co-created through the shared teacher related values of staff and external partners. This study contributes to the brand strategy literature by applying branding concepts to the under-researched HE context and proposing a new, more nuanced brand architecture model not yet reported in the branding literature which more accurately reflects the management of sub and corporate HE brands.     

The role of perceived value in vertical brand extensions of luxury and premium brands

Abstract

This study examines the role of perceived value in the relationship between brand attitude, perceived fit, extension attitude and consumers’ purchase intention of downscale vertical extensions of luxury and premium brands in two product categories: cars and shoes. Results from 236 individuals with different income levels show that extension attitude is positively related to purchase intention both directly and indirectly, via the perceived value of the extension; the latter is more strongly correlated than extension attitude to consumers’ purchase intention. Brand attitude is also positively associated with perceived value. Overall, perceived value partially mediates the relationships of brand attitude and of extension attitude with purchase intention. The product category affects the strength of some of the relationships in the model, including the role of fit.     

Cause-Brand Community: Toward Consumer Citizenship

Brand communities have been proven to be successful with commercial brands. However, a review of the literature indicated that brand community has not been studied in charity organizations. To shed light on this issue, a qualitative research was conducted among stakeholders of an internationally well-known charity organization using three different techniques: in-depth interviews, netnography, and nonparticipant observation at the charity’s brandfest. The results suggest that cause-brand communities exist, sharing the same elements of commercial-brand communities, but the two have some unique characteristics, such as the existence of different stakeholders and small communities that demonstrate an extreme commitment, the promotion of consumer citizenship among them, and the lack of oppositional brand loyalty. A cause-brand community has important managerial implications as it helps build the charity’s brand equity; at the same time, a well-known brand supports the construction of the brand community.     

Building Customer-Brand Relationships through Customer Brand Engagement

Abstract

Engagement has surfaced as a vital tool in marketing to enhance the customer’s relationships and loyalty with brands. Despite this, there is dearth of empirical studies focusing on the role of customer engagement within the context of brands. Thus, the main objective of this study is to investigate the role of customer brand engagement in building customer-brand relationships and brand loyalty within the context of hotel industry. Using convenience sampling technique, a sample of 418 respondents has been collected through self-administered questionnaire method from the users of hotel services in India. The study findings suggest that different dimensions of customer brand engagement vary in terms of their influence on customer-brand relationships and brand loyalty. In addition, customer-brand relationships exhibit positive and significant influence on brand loyalty. This present study enhances the understanding of customer brand engagement construct by empirically verifying its relevance in determining the long-term success of firms/brands.     

Brand wars: consumer–brand engagement beyond client–agency fights

Engaging consumers with their brands has emerged as a priority in marketers’ agenda. Brand decision-makers share a clear representational view of consumer-brand engagement (CBE). Despite this agreement, practitioners are currently finding hard to practically achieve CBE. The clash between an ideal representation of CBE focused on consumer protagonism and its fragile execution urges a rethinking of consumer-brand relationship modes and timeframe. We argue that this clash is nurtured by the long-established conflicting relational dynamics among brand decision-makers illustrated by client–agency (CA) disputes of which consumers represent the ending-point recipient. This paper reflects on how consumer protagonism as an inherent component of CBE is currently reshaping the relation dynamics among all brand actors. We represent CBE as a relational hub resting upon a co-creation rather than a separation logic. We finally provide a pragmatic reflection on the relationship culture required by CBE among actors beyond the CA dyad.     

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

Abstract

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.     

Using metaphors in new brand design

This paper addresses an important gap in brand development. While attention has been rightly focused on consumer understanding of brand imagery, insufficient attention has been given to how the firm's managers create, understand and communicate to each other something so intangible as a future brand's vision. We demonstrate how using metaphors in brand design enhances the ability of a cross‐functional team to create a coherent brand vision: facilitating both creativity and its communication. Brand visions are vital given the essential periodic improvements and mutations brands must undergo, without sacrificing the integrity and values which drive their purchase. Management complexity arises because brand development happens in a multi‐disciplinary environment. Moreover these different managers must translate the intangible meanings held by consumers into very tangible product and service specifications. The role and nature of metaphor in this process is examined in detail. We then provide practical examples of how this technique has been used with managers in a variety of branding tasks.     

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

ABSTRACT

Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.     

You ruined our love story,but I just cannot hate you—A moderation–mediation analysis of past experienced brand love and brand hate

The development of the consumer–brand relationship is crucial for brands as it reflects how well a consumer is emotionally connected with the brand. However, due to unacceptable behaviour, brands have become susceptible to negative consumer–brand relationships. Given the recent importance of the negative consumer–brand relationship and its consequences, little is known about the role of previously experienced brand love. Studies support the link between strongly remembered events and experiences, customer knowledge, brand association, and consumer congruence with brands in creating long-lasting influence and deep emotion towards the brand. The study examines moderation–mediation analysis of past experienced brand love and brand hate. This research, anchored in consumer brand relationship literature, builds on an analysis of data from 207 respondents. We conducted a research survey in a South-Western European country and performed the SPSS Hayes Process macro 58 to analyse the moderating role of past experienced brand love alongside the mediating role of brand hate to test our hypotheses. The moderation results show that past experienced brand love significantly moderated the link between brand hate causes (corporate wrongdoings) and brand hate. However, there is no significant moderation influence of past experienced brand love on the consequences of brand hate causes. The study also demonstrates that brand hate mediates the link between corporate wrongdoings and violations of expectations with negative word of mouth, consumer complaints, and patronage reduction/cessation. The current study is unique in that it highlights new avenues in existing research by extending the domain in consumer–brand relationships. The findings of the study have theoretical and empirical implications for brand managers.     

Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry

Abstract

This article investigates the nature of co-branded relationships within the fashion industry. Existing co-branding literature focuses heavily on consumer evaluations, and many studies explore FMCG and electronics markets, within which ingredient co-branding is common. When two brands from the fashion industry collaborate, both brands exist independently and do not rely on ‘ingredients’ for developing a new product and, therefore, presenting an opportunity for exploring the drivers and types of relationships that could exist. This study adopts an interpretive method of investigation using in-depth interviews with brand managers. Findings provide empirical support for value creation through different relationship levels (such as brand/awareness co-branding, values endorsement and complementary competence co-branding) while highlighting some challenges and risks for co-branding in practice. This article discusses implications for theory development and practice and highlights avenues for future research.