Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

被引：4
|
作者：
Kohli, Harpuneet Singh [1 ]
Khandai, Sujata [1 ]
Yadav, Renu [2 ]
Kataria, Sonia [1 ]
机构：
[1] Amity Univ, Noida, Uttar Pradesh, India
[2] Univ Delhi, Daulat Ram Coll, Delhi, India
来源：
JOURNAL OF INTERNATIONAL COMMERCE ECONOMICS AND POLICY | 2021年 / 12卷 / 02期
关键词：
Brand experience; brand loyalty; brand love; brand hate; ANTECEDENTS; CONSEQUENCES; PERSONALITY; DIMENSIONS; RESPONSES; STRENGTH; OUTCOMES; PRODUCT; IMPACT; CHAIN;
D O I：
10.1142/S1793993321500071
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.
引用
收藏
页数：25
相关论文
共 50 条
  • [21] The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty
    Putri, A. D. E.
    Indarini
    Anandya, D.
    PROCEEDINGS OF THE 16TH INTERNATIONAL SYMPOSIUM ON MANAGEMENT (INSYMA 2019), 2019, 308 : 122 - 125
  • [22] Role of brand experience, brand trust and brand love in assessing brand loyalty: a study of fashion jewellery brands among women
    Nim, Dheeraj
    Jaggi, Shamily
    Singh, Gursimranjit
    INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, 2022, 17 (1-2) : 200 - 216
  • [23] The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China
    Na, Meng
    Rong, Li
    Ali, Mohd Helmi
    Alam, Syed Shah
    Masukujjaman, Mohammad
    Ali, Khairul Anuar Mohd
    BEHAVIORAL SCIENCES, 2023, 13 (06)
  • [24] CONSUMER-BRAND RELATIONAL AUTHENTICITY AND ITS IMPLICATIONS ON BRAND LOVE / HATE
    Rodrigues, Paula
    de Oliveira, Elizabeth Real
    Rodrigues, Pedro
    Guerreiro, Miguel
    13TH ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS: BUSINESS THEORY AND PRACTICE ACROSS INDUSTRIES AND MARKETS, 2020, : 1438 - 1441
  • [25] Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand (vol 11, 231, 2020)
    Zhang, Shikun
    Peng, Michael Yao-Ping
    Peng, Yaoping
    Zhang, Yuan
    Ren, Guoying
    Chen, Chun-Chun
    FRONTIERS IN PSYCHOLOGY, 2020, 11
  • [26] Negative emotions toward a financial brand: the opposite impact on brand love
    Rodrigues, Paula
    Pinto Borges, Ana
    EUROPEAN BUSINESS REVIEW, 2021, 33 (02) : 272 - 294
  • [27] Examining Digital Brand Experiences as a Predictor of Brand Relationship Quality and Loyalty
    Orhan, Mehmet A.
    MacIlvaine, Caleb
    INTERNATIONAL JOURNAL OF MARKETING COMMUNICATION AND NEW MEDIA, 2020, 8 (15): : 46 - 64
  • [28] How store attribute affects customer experience, brand love and brand loyalty
    Anggara, Ahmad Khabib Dwi
    Ratnasari, Ririn Tri
    Osman, Ismah
    JOURNAL OF ISLAMIC MARKETING, 2023, 14 (11) : 2980 - 3006
  • [29] The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers
    Akoglu, Halil Erdem
    Ozbek, Oguz
    ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS, 2022, 34 (10) : 2130 - 2148
  • [30] BRAND CHARACTER AS A FUNCTION OF BRAND LOYALTY
    TIDWELL, PM
    HORGAN, DD
    KENNY, CT
    CURRENT PSYCHOLOGY-RESEARCH & REVIEWS, 1993, 11 (04): : 347 - 353
12345