Two Studies of Consequences and Actionable Antecedents of Brand Love
2010 (English)In: Journal of Brand Management, ISSN 1350-231X, Vol. 17, 504-518 p.Article in journal (Refereed) Published
Brand love is a recent marketing construct, which has been shown to infl uence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identifi cation of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identifi cation and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand dentifi cation and sense of community both have a positive infl uence on brand love, which in turn has a positive infl uence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identifi cation and sense of community – with the purpose of elaborating and building brand love.
Place, publisher, year, edition, pages
2010. Vol. 17, 504-518 p.
brand love, brand identification, sense of community, brand loyalty, active engagement, Partial Least Squares
Media and Communications
Research subject Communication Studies
IdentifiersURN: urn:nbn:se:su:diva-79246DOI: 10.1057/bm.2010.6OAI: oai:DiVA.org:su-79246DiVA: diva2:548595