Today facing with unstable nature of consumers’ needs makes it crucial for companies attract and maintain loyal customers to their brands. Therefore due to the importance of brand love in attaining this goal the aim of this study was to analyze the antecedents and consequences of brand love from the viewpoint of Apple cellphone users in Isfahan. To achieve this goal an innovative model was developed and the impact of product involvement and self-brand congruity as the antecedents of brand love were investigated and then the influence of brand love on continuance and affective commitment as its consequences were examined. In order to examine the main hypothesis Structural Equation Modeling (SEM) and Amos graphic have been used. The results imply that product involvement and self-brand congruity affect brand love and users’ brand love influence their continuance and affective commitment.
Ahuvia, A C. Bagozzi, R P. and Batra R.(2007). Brand love: What and “So what”. Marketing Science Institute Conference, Mineapolis.
Ajzen, I., Fishbein, M. (1980), Understanding Attitudes and Predicting Behavior, Prentice-Hall, Englewood Cliffs, NJ.
Albert N., Merunka, D. and Valette-Florence, P. (2008b). The Love Feeling Toward a Brand: Concept and Measurement. Advances in Consumer Research, No.36, pp.300-307.
Albert, N., Merunka, D. and Valette-Florence, P. (2008a). Brand Love: Conceptualization and
Measurement. Australian and New Zealand Marketing Academy Conference, Sydney.
Amin, B. and Danielsson, M. (2012).Love of brand: a Story of on-going Romance. Bachelor Thesis, Kristianstand university.
Batra, R. , Ahuvia, A. and Baggozi, R. (2012). Brand Love. Journal of Marketing, Vol. 76, No.1, pp. 1 16.
Bian, X. and Moutinho, L. (2011). The Role of Brand Image, Product Involvement, and Knowledge in Explaining Consumer Purchase Behavior of Counterfeits: Direct and Indirect Effects. European Journal of Marketing, Vol. 45, pp. 191 – 216.
Byrne, B. (2010), Structural Equation Modeling With AMOS, Taylor & Francis Group, second edition, pp. 83, New York, NY.
Carroll, B A. and Ahuvia, A C. (2006).Some Antecedents and Outcomes of Brand Love. Marketing Letter, Vol.17, No. 2, pp. 79-89.
Charters, S., Pettigrew, S. (2006),Product-involvement and the Evaluation of Wine Quality, Qualitative Market Research, Vol. 9 No.2, pp.181-94.
Ercis, A. Unal, S. Candan, F. and Yildirim, H.(2012). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions.8th International Strategic Management Conference, Procedia.
Fullerton, G. (2005). The Impact of Brand Commitment on Loyalty to Retail Service Brands, Canadian Journal of Administrative Sciences, Vol.22,No.2, pp.97-110.
Harrari T. and Hornic J. (2010).Factors Influencing Product Involvement among Young Consumers. Journal of Consumer Marketing, Vol. 27, pp. 499 – 506.
Harrison-Walker, J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research, Vol.41,pp. 60-75.
Hennig-Thurau T., Hansen, U. (2000).Relationship Marketing – Gaining Competitive Advantage through Customer Satisfaction and Customer Retention , Springer-Verlag, Germany.
Keh, H T. Pang, J. and Peng, S. (2007). Understanding and Measuring Brand Love in Priester, Joseph R. (Ed.). Society for Consumer Psychology Conference Proceedings, Santa Monica.
Keller, L. K. (2007). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Essex: Pearson Prentice Hall.
Khan M. and Bozzo C. (2012). Connection Between Self-concept and Brand Preference and the Role of Product Usage.International IJAS Conference,Lasvegas,USA.
Koksal C. and Demir M. (2012). The Impacts of Self-Brand Congruence on Brand Loyalty: A Study on Cellular Phone Users. International Journal of Social Sciences and Humanity Studies ,Vol 4, No 2. pp. 91-100.
Luis, D. and Lombart, C.(2010).Impact of Brand Personality on Three Major Relational Consequences (Trust, Attachment, and Commitment to the Brand). Journal of Product & Brand Management, Vol. 19 No. 2, pp. 114–130.
Mittal, B. (1995). Comparative Analysis of Four Scales of Consumer Involvement, Psychology & Marketing , Vol.12, No.7, pp. 663-682.
Moven, J. and Minor, M. (2009).Consumer Behavior. 3rd edition, Tehran, Etehad, Aylar.
O’Callaghan E. (2009). Internal Branding and Brand Commitment: a Quantitative Investigation into Corporate Brand Building in a Retail Store Network, EIRASS conference, Niagara Falls.
Park, C. Whan, and S. Mark Young. (1986).Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation, Journal of Marketing Research,No. 23 , pp.11–24.
Pring I. (2007). Going underground: How Ethnography Help the Tube Tunnel to the Heart of Its Brand. International Journal of Market Research, Vol.49,No.6, 693-705.
Roberts, K. (2006). Lovemarks: The Future Beyond Brands. New York: Power House Books.
Saied Nia, K. and Jamali Nejad, S. (2010).Investigating the impact 0f involvement on brand loyalty in cellphones market.Journal of Marketing Management,No.8 , pp.167-191.
Sarkar, A.(2011).Romancing with a Brand: a Conceptual Analysis of Romantic Consumer-Brand Relationship. Management & Marketing Challenges for the Knowledge Society,Vol. 6, No. 1, pp. 79-94.
Shimp T.A. and Madden T.J. (1988). Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love, Advances in Consumer Research, Vol. 15, No. 1, pp. 163-168.
Sirgy, M. J. and Su, C. (2000). Destination Image, Self-Congruity and Travel Behaviour: Toward an Integrative Model. Journal of Travel Research. Vol.38, No. 2, 340-352.
Sirgy, M.J. (1985). Using Self-Congruity and Ideal Congruity to Predict Purchase Motivation. Journal of Business Research, Vol.13,No.3,pp.195-206.
Sternberg, R.J. (1986) . A Triangular Theory of Love. Psychological Review,Vol. 93, No.2, pp. 119-135.
Suh, B., & Han, I. (2003). The Impact of Customer Trust and Perception of Security on the Acceptance of Electronic Commerce, International Journal of Electronic Commerce, Vol.7,No.3, pp.135-161.
Sung, Y. and Choi, S. (2012). The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea. Journal of Cross-Cultural Psychology, Vol.43,No.1, pp.151–166.
Www.brandlove.com.(2012).Why Brands Need Brand Love? Retrieved from: http://www.BrandLove.com.
Zaichkowsky, J.L. (1985) .Familiarity: |Product Use , Involvement , or Expertise?. Advances in Consumer Research, Vol.12, pp.296-299.
Copyright: © 2013 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
