Brand love antecedents and consequences Nol ALBERT Wesford
Brand love: antecedents and consequences Noël ALBERT (Wesford Business School) Dwight MERUNKA (Paul Cézanne University in Aix en Provence & Euromed Marseille) Pierre VALETTE-FLORENCE (University of Grenoble) CBR Colloquium, Winter Park, April 10
Introduction Hess, 1995 Conceptualizations Brand identification Brand commitment Brand trust Fullerton, 2005 – Brand love Measurement Escalas and Betmann, 2003 - Modelizations Batra, Ahuvia and Bagozzi (2008) Ahuvia, Caroll Ahuvia (2006) What are (1993) the different ways toand modelize a brand love relationship ? Batra and al. (2008) Albert and al. (2008) Thomson and al. (2005) What are their limitations? Caroll and Ahuvia (2006) Fournier (1998) What are the Brand love’s antecedents and consequences ? CBR Colloquium, Winter Park, April 10
Structure 1 - Brand love conceptualizations 2 - Brand love modelizations 3 - Research’s model and hypothesis 4 - Methodology 5 - Results 6 - Conclusion CBR Colloquium, Winter Park, April 10
Brand love conceptualizations Shimp & Madden, (1988) (1) intimacy, (2) passion, (3) commitment Ahuvia (1993) (1) real integration, (2) desired integration Thomson & al. (2005) Carroll & Ahuvia (2006) (1) passion, (2) connexion, (3) affection (1) passion, (2) attachment, (3) positive evaluation of the brand, (4) positive emotions in response to the brand (5) declaration of love for the brand CBR Colloquium, Winter Park, April 10
Brand love modelizations Holistic Systemic Causal Fournier (1998) Batra and al. (2008) Caroll et al. (2006) Perceived functional Commitment Hedonicquality Product Independent variables Intimacy Self-related cognitions Love and passion. Overall connection Brand. Self Loyalty attitude satisfaction Brand love Interdependence Positive Self-expressive affect brand Attitude strength Loyalty Dependent variables Brand Partner Quality Positive Word of Mouth Negative - Unidimensional affect measurement of brand love - A model whichthe does not integrate major and relational constructs (like trust and Confusion between brand love feeling a brand love relationship Confusion between the brand love feeling and a brand love relationship commitment) CBR Colloquium, Winter Park, April 10
Research’s model and hypothesis Brand global identification H 1 Brand Love Word of Mouth H 6 H 2 H 5 H 7 Brand Trust Brand Commitment Willigness to pay more Influence of lovevalue onin brand (Carroll and Ahuvia, 2006; it. Thomson and al. , Consumers make sacrifice for theloyalty brand love (Ahuvia, 1993) - Importance Identification: The moreof a brand consumer abrand key concept trust in the abrand, marketing consumer they more literature relationship he/she speaks literature about (Aaker, 1991) ofofmust loved brand = of (Batra distress. Consumers likely to pay more for the - Trust An 2005). ALoss object part is frequently the process be part asociated ofsource the identity to consumer’s love in social and self psychology to al. , be 2008) lovedare (Fehr, 1988; brand positive emotions linked it. Regan andto al. , 1998)identification - Influence ofmaintain brand on brand loveto(Caroll and Ahuvia, 2006) and on brand passion (Bauer and al. , 2007) CBR Colloquium, Winter Park, April 10
Research’s model and hypothesis Brand global identification Brand Love H 1 Word of Mouth H 6 H 2 H 8 H 5 H 7 H 3 Brand Trust H 4 Brand Commitment H 9 Willigness to pay more - A brand love relationship that include a brand love feeling (measurement) - Integration of some major relational constructs - A broad measure of brand loyalty (attitudinal + behavioral parts) CBR Colloquium, Winter Park, April 10
Methodology - Two versions of the questionnaire (with item randomization) - Data collect with a panel company (N=1505) - Online survey - Partial Least Squares (PLS) Structural Equation Modelling CBR Colloquium, Winter Park, April 10
Results Brand global identification Brand Love 0. 497 Word of Mouth 0. 625 0. 372 0. 462 0. 602 0. 369 0. 198 Brand Trust 0. 181 Brand Commitment 0. 457 Willigness to pay more - Managerial relevance of Brand Love (influence commitment, WOM and willigness to pay more) -Trust and identification explained about 71. 3% of the consumer’s love -Association of brand love and brand commitment : a new result in the - Brand trust influence brand love for the first time in marketing -marleting literature - Confirmation of the importance of brand identification -Higher influence of brand love on brand commitment and WOM. - Importance and power of a love feeling in Consumer Brand Relationship CBR Colloquium, Winter Park, April 10
Conclusion Contributions - Exploration Demonstration of the of abrand link between love’s antecedents brand love and brand trust - Product category is not taking into account in our analysis. - Comparison Test of the association of the effect between of brand relationship love andvariables brand commitment with those related to brand, product or consumer attributs : which category has the greatest effect on - Relevance brand love? of a causal approach - Understanding Brand love mustthe feeling moderator not be of confounded brand lovewith (i. e. : brand consumer’s love relationship personality, need for emotion). Futur. Research Futur CBR Colloquium, Winter Park, April 10 Limitations
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