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Cited by 512

The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.

The role of brand love in consumer-brand relationships

Albert, Noel, Merunka, Dwight·2013·Journal of Consumer Marketing
DOI 10.1108/07363761311328928
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Abstract

Purpose: The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment). Design/methodology/approach: The conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling. Findings: The results demonstrate strong relationships between the two antecedents (trust and identification) and brand love, and between brand love and its consequences (brand commitment, positive word of mouth, and propensity to pay a higher price for the brand). Originality/value: Through the causal approach and proposed nomological model, the authors discriminate brand love from three important relational constructs (i.e. brand trust, brand identification and brand commitment) and establish the relationships among the constructs. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment and love) are compared and the relevance of brand love for understanding consumer‐brand relationships is demonstrated.

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Crossref · 10.1108/07363761311328928

Cites

5 of 5 references verified0 citation errors · 0 not checkable

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Citations

Cites

Show all 5 references

Research works printed but not linked: 33

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Metadata

Authors
Albert, N., & Merunka, D.
Venue
Journal of Consumer Marketing
Publisher
Emerald
Published
2013-04-26
Volume
30
Issue
3
Pages
258-266
ISSN
0736-3761
DOI
10.1108/07363761311328928
Cited by
512
References
5
Language
en
Licence
www.emerald.com/insight/site-policies (tdm)

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