Brand Love and Brand Forgiveness: an Empirical Study in Turkey

• Autorzy: Merve Yanar Gürce , Petek Tosun , Güzide Öncü Eroğlu Pektaş
• Języki publikacji: EN

Abstrakty

EN

Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a significant impact on brand love. Brand love positively influences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly influences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research findings that investigate brand love antecedents. This study has also shown the significant impact of anthropomorphizing a brand on brand forgiveness and brand love. (original abstract)

Słowa kluczowe

EN

Brand; Brand attachment; Brand image; Consumer research

PL

Marka; Przywiązanie do marki; Wizerunek marki; Badania konsumenckie

• Czasopismo: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Rocznik: 2022
• Numer: nr 1 (14)
• Strony: 22--39

Twórcy

autor

Merve Yanar Gürce

• American International University, Al Jahra, Kuwait

autor

Petek Tosun

• Kadir Has University

autor

Güzide Öncü Eroğlu Pektaş

• Istanbul University

Bibliografia

• 1. Aaker, J., Fournier, S., & Brasel, S.A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
• 2. Ahuvia, A.C. (1993). I love it! Towards a unifying theory of love across diverse love objects (Unpublished Ph.D. dissertation).
• 3. Ahuvia, A.C., Batra, R., & Bagozzi, R.P. (2008). Brand love: Towards an integrative model. In A.Y. Lee & D. Soman (Eds.), Advances in Consumer Research, (35), 176-180. Duluth, MN: Association for Consumer Research.
• 4. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
• 5. Ajzen, I. (2011). Theory of planned behaviour. In P.A.M. van Lange, A.W. Kruglanski, & E.T. Higgins (Eds.), Handbook of theories of social psychology (Vol. 1, pp. 438-459). Sage Publications.
• 6. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior, Englewood Cliff s, NJ: Prentice-Hall.
• 7. Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062-1075.
• 8. Algharabat, R.S. (2017). Linking social media marketing activities with brand love: The mediating role of selfexpressive brands. Kybernetes, 46(10), 1801-1819. DOI 10.1108/K-04-2017-0130
• 9. Alvarez, C., & Fournier, S. (2016). Consumers' relationships with brands. Current Opinion in Psychology, (10), 129-135.
• 10. Aron A., & Aron E. (1986). Love and the expansion of self: Understanding attraction and satisfaction. New York, NY: Hemisphere.
• 11. Ball, D.A., McCulloch, W.H. Jr, Frantz, P.L., Geringer, J.M., & Minor, M.S. (2002). International business: The challenge of global competition. New York, NY: McGraw-Hill Irwin.
• 12. Bairrada, C.M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52(3/4), 656-682. https://doi.org/10.1108/EJM-02-2016-0081
• 13. Batra, R., Ahuvia, A., & Bagozzi, R. (2012). Brand love. Journal of Marketing, 76(2), 1-16.
• 14. Bauer, H., Heinrich, D., & Albrecht, C.M. (2009). All you need is love: assessing consumers' brand love. Proceedings of the American Marketing Association Summer Educators Conference, 15(2), 252-253. Chicago, IL: American Marketing Association.
• 15. Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518.
• 16. Carroll, B.A., & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
• 17. Chan, R.Y.K., & Lau, L.B.Y. (2001). Explaining green purchasing behavior: A cross-cultural study on American and Chinese consumers. Journal of International Consumer Marketing, 142(3), 9-40.
• 18. Chu, S.C., Chen, H.T., & Sung, Y. (2016). Following brands on Twitter: An extension of theory of planned behavior. International Journal of Advertising, 35(3), 421-437. DOI: 10.1080/02650487.2015.1037708
• 19. Delgado-Ballester, E., Palazon, M., & Pelaez-Munoz, J. (2017). This anthropomorphised brand is so loveable: The role of self-brand integration. Spanish Journal of Marketing - ESIC. 21(2), 89-101.
• 20. Epley, N., Waytz, A., & Cacioppo, J.T. (2007). On seeing human: A three-factor theory of anthropomorphism. Psychological Review, 114(4), 864-886.
• 21. Fedorikhin, A., Park, C.W., & Thomson, M. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291.
• 22. Ferdous, A.S. (2010). Applying the theory of planned behavior to explain marketing managers' perspectives on sustainable marketing. Journal of International Consumer Marketing, 22, 313-325. DOI: 10.1080/08961530.2010.505883
• 23. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353.
• 24. Gumparthi, V.P. & Patra, S. (2020). The phenomenon of brand love: A systematic literature review. Journal of Relationship Marketing, 19(2), 93-132. DOI:10.1080/15332667.2019.1664871
• 25. Guthrie, S.E. (1993). Faces in the clouds: A new theory of religion. New York, NY: Oxford University Press.
• 26. Hameed, I., Waris, I., & Haq, M.A. (2019). Predicting eco-conscious consumer behavior using theory of planned behavior in Pakistan. Environmental Science and Pollution Research, 26, 15535-15547.
• 27. Han, T.I., & Stoel, L. (2017). Explaining socially responsible consumer behavior: A meta-analytic review of theory of planned behavior. Journal of International Consumer Marketing, 29(2), 91-103. DOI: 10.1080/08961530.2016.1251870
• 28. Hegner, S.M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management, 28(1), 26-41.
• 29. Heinrich, D., Albrecht, C.M., & Bauer, H.H. (2012). Love actually? Measuring and exploring consumers' brand love. In S. Fournier, M. Breazeale, & M. Fetscherin (Eds.), Consumer-brand relationships - Theory and practice (pp. 137-150). London: Routledge.
• 30. Huber, F., Meyer, F., & Schmid, D.A. (2015). Brand love in progress - The interdependence of brand love antecedents in consideration of relationship duration. Journal of Product & Brand Management, 24(6), 567-579.
• 31. Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45, 259-272.
• 32. Junaid, M., Hussain, K., Asghar, M.M., Javed, M., Hou, F., & Liutiantian (2020). An investigation of the diners' brand love in the value co-creation process. Journal of Hospitality and Tourism Management, 45, 172-181. DOI:10.1016/j.jhtm.2020.08.008
• 33. Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product & Brand Management, 25(6).
• 34. Kaufmann, H.R., Loureiro, S.M.C., & Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product & Brand Management, 25(6), 516-526.
• 35. Kim, Y., Park, K., & Lee, S.S. (2019). The underdog trap: The moderating role of transgression type in forgiving underdog brands. Psychology & Marketing, 36, 28-40.
• 36. Kohli, G.S., Melewar, T.C., & Yen, D. (2014). Investigating the strategic marketing significance of brand love in developing and nurturing consumer-brand relationships via fi lm branding: A brandscape perspective. The Marketing Review, 14(4), 382-404.
• 37. Koo, W., & Kim, Y.K. (2013). Impacts of store environmental cues on store love and loyalty: Single-brand apparel retailers. Journal of International Consumer Marketing, 25, 94-106. DOI: 10.1080/08961530.2013.759044
• 38. Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., & Kaur, P. (2021a). What drives brand love for natural products? The moderating role of household size. Journal of Retailing and Consumer Services, 58(102329).
• 39. Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021b). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60(102444), 1-13.
• 40. Langner, T., Schmidt, J., & Fischer, A. (2015). Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love. Psychology & Marketing, 32(6), 624-634.
• 41. Laroche, M., Habibi, M.R., & Richard, M.O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International Journal of Information Management, 33(1), 76-82.
• 42. Lastovicka, J.L., & Sirianni, N.J. (2011). Truly, madly, deeply: Consumers in the throes of material possession love. Journal of Consumer Research, 38, 323-342.
• 43. Le, M.T. (2021). The impact of brand love on brand loyalty: The moderating role of self-esteem, and social influences. Spanish Journal of Marketing, 25(1), 156-180. DOI: 10.1108/SJME-05-2020-0086
• 44. Lee, C.T., & Hsieh, S.H. (2021). Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love. Behaviour & Information Technology, 1-16. DOI 10.1080/0144929X.2021.1872704.
• 45. Loureiro, S.M.C., Gorgus, T., Kaufmann, H.R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41(7), 985-1005. DOI 10.1108/OIR-08-2016-0236
• 46. McCullough, M.E., & Worthington, E.L. (1995). Promoting forgiveness: A comparison of two brief psychoeducational group interventions with a waiting-list control. Counseling and Values, 40(1), 55-68.
• 47. Ndubisi, N., & Tam, A. (2006). Complaint behaviour of Malaysian consumers. Management Research News, 29(1- 2), 65-76.
• 48. Palazon, M., Delgado-Ballester, E., & Sicilia, M. (2019). Fostering brand love in Facebook brand pages. Online Information Review, 43(5), 710-727. DOI 10.1108/OIR-05-2017-0175
• 49. Palusuk, N., Koles, B., & Hasan, R. (2019). 'All you need is brand love': A critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1-2), 97-129. DOI: 10.1080/0267257X.2019.1572025.
• 50. Pawle, J., & Cooper, P. (2006). Measuring emotion-lovemarks, the future beyond brands. Journal of Advertising Research, 46(1), 38-48.
• 51. Puzakova, M., Kwak, H., & Rocereto, J. (2009). Pushing the envelope of brand and personality: Antecedents and moderators of anthropomorphized brands. Advances in Consumer Research, 36, 413-419.
• 52. Rauschnabel, P., & Ahuvia, A. (2014). "You like chocolate and I love Mrs. Godiva": How the perceived level of anthropomorphism drives brand love. Proceedings from AMA Winter Educators' Conference, Orlando, FL.
• 53. Rauschnabel, P., Ahuvia, A., Ivens, B., & Leischnig, A. (2013). Who loves brands? Exploring the relationship between personality, interpersonal love, and brand love. Proceedings from EMAC2013, Istanbul.
• 54. Rodrigues, C., & Rodrigues, P. (2019). Brand love matters to Millennials: The relevance of mystery, sensuality, and intimacy to neo-luxury brands. Journal of Product & Brand Management, 28(7), 830-848. DOI 10.1108/JPBM-04-2018-1842
• 55. Rodrigues, C., & Brandão, A. (2020). Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research. DOI:10.1080/09593969.2020.1768577
• 56. Sajtos, L., Cao, J.T., Espinosa, J.A., Phau, I., Rossi, P., Sung, B., & Voyer, B. (2020). Brand love: Corroborating evidence across four continents. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.02.040
• 57. Schmid, D.A., & Huber, F. (2019). Brand love: Emotionality and development of its elements across the relationship lifecycle. Psychology & Marketing, 36, 305-320. DOI: 10.1002/mar.21180
• 58. Shen, Y., Huang, S., Choi, H.S.C., & Morrison, A.M. (2021). Does brand love matter to casual restaurants? A multi-group path analysis. Journal of Hospitality Marketing & Management, 30(5), 1-25. DOI 10.1080/19368623.2021.1867282
• 59. Shimp, T.A., &. Madden, T.J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg's triangular theory of love. Advances in Consumer Research, 15(1), 163-168.
• 60. Simons, H.W. (1976). Persuasion: Understanding, practice, and analysis. Reading, MA: Addison-Wesley.
• 61. Soliman, M. (2019). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration. DOI: 10.1080/15256480.2019.1692755
• 62. Strandberg, C., & Styvé n, M.E. (2020). What's love got to do with it? Place brand love and viral videos. Internet Research, 30(1), 23-43. DOI 10.1108/INTR-07-2018-0311
• 63. Ukenna, S.I., & Ayodele, A.A. (2019). Applying the extended theory of planned behavior to predict sustainable street food patronage in a developing economy. Journal of Food Products Marketing, 25(4), 404-434. DOI: 10.1080/10454446.2019.1572561
• 64. Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product & Brand Management, 24(7), 706-719.
• 65. Worthington, E.L. Jr., & Scherer, M. (2004). Forgiveness is an emotion-focused coping strategy that can reduce health risks and promote health resilience: Theory, review, and hypotheses. Psychology & Health, 19(3), 385-405.
• 66. Yadav, R., & Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135(732e739).
• 67. Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229-240.
• 68. Zhang, H., Xu, H., & Gursoy, D. (2020). The eff ect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17. https://doi.org/10.1016/j.jdmm.2020.100454.
• 69. Zhou, F., Mou, J., Su, Q., & Wu, Y.C.J. (2020). How does consumers' perception of sports stars' personal brand promote consumers' brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services, 54(102012).

Identyfikatory

DOI

10.7172/2449-6634.jmcbem.2022.1.2