Journal
MARKETING LETTERS
Volume 17, Issue 2, Pages 79-89Publisher
SPRINGER
DOI: 10.1007/s11002-006-4219-2
Keywords
satisfaction; delight; love; loyalty; word-of-mouth; consumer-brand relationships
Categories
Ask authors/readers for more resources
Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers' passionate emotional attachment to particular brands. Findings suggest that satisfied consumers' love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available