BRAND LOVE ROLE IN THE RELATIONSHIP BETWEEN BRAND TRUST, SATISFACTION, AND BRAND LOYALTY, WOM, PRICE PREMIUM

Abstract

Love is a bond that involves affection and a deep desire to maintain it. Brand love is a structure between consumers and brands that is parallel to interpersonal feelings of love. It is similar to a friendship that includes many emotional, cognitive, and behavioral experiences that can last for many years. The purpose of this study is to examine the effect of brand love between its antecedents and sequels. In the study, brands in the sports shoe category were selected as stimuli. The population of the study was young consumers. Data were collected with a web-based survey method conducted with consumers selected by convenience sampling method. It was analyzed with structural equation modeling. According to the findings, brand trust and brand satisfaction are effective on brand love. Brand love is also effective on brand loyalty, word-of-mouth communication, and price premium. The research results could support the decision-making processes of practitioners in understanding the behaviors of young consumers and, in turn, in making sense of a value created by the brand in a competitive environment.

Keywords

• Brand love
• Brand trust
• Satisfaction
• Brand loyalty
• WOM
• Price premium

MARKA AŞKININ TÜKETİCİ TERCİHLERİNDEKİ ROLÜ: SPOR AYAKKABI KATEGORİSİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Aşk, iki tarafı derin bir bağ ile bağlayan, ve bunu devam ettirmede yoğun bir arzuyu barındıran şefkat içeren bir bağlantıdır. Marka aşkı kişilerarası aşk duygularına paralel tüketici marka arasındaki bir yapıdır. Uzun yıllar boyunca sürebilen çok sayıda duygusal, bilişsel ve davranışsal deneyimi içeren arkadaşlık ilişkisine benzer. Bu çalışmanın amacı marka aşkının öncül ve ardılları arasındaki etkinin incelenmesidir. Araştırmada stimulu olarak spor ayakkabı kategorisindeki markalar seçilmiştir. Araştırmanın evreni genç tüketicilerdir. Veriler kolayda örnekleme yöntemi ile seçilen tüketicilerle yapılan web tabanlı anket yöntemi ile toplanmıştır. Yapısal eşitlik modellemesi ile analiz edilmiştir. Elde edilen bulgulara göre marka güveni ve marka memnuniyeti marka aşkı üzerinde etkilidir. Marka aşkı da marka sadakati, ağızdan ağıza iletişim ve primli fiyat üzerinde etkilidir. Araştırma sonuçları genç tüketicilerin davranışlarını anlama ve buna karşılık rekabet ortamında markanın oluşturduğu bir değerin anlamlandırılmasında uygulayıcıların karar süreçlerine destek olabilir.

Keywords

• Marka aşkı
• Marka güveni
• Memnuniyet
• Marka sadakati
• Ağızdan ağıza iletişim
• Primli fiyat

References

1. Albert, N. & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30 (3), 258-266.
2. Albert, N., Merunka, D. & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66 (7), 904-909.
3. Ammar, S., Moore, D. & Wright, R. (2008). Analysing customer satisfaction surveys using a fuzzy rule-based decision support system: enhancing customer relationship management. Journal of Database Marketing and Customer Strategy Management, 15 (2), 91-105.
4. Batra, R., Ahuvia, A. & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76 (2), 1-16.
5. Bıçakcıoğlu, N., İpek, İ. & Bayraktaroğlu, G. (2016). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24 (8), 863-877.
6. Bose, S. & Rao, V.G. (2011). Perceived benefits of customer loyalty programs: validating the scale in the Indian context. Management & Marketing Challenges for the Knowledge Society, 6 (4), 543-560.
7. Brown, J.J. & Reingen, P.H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14 (3), 350-362.
8. Carroll, B.A. & Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79-89.

9. Chaudhuri, A. & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65 (2), 81-93.
10. Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. International Business & Economics Research Journal (IBER), 12 (10), 1303-1316.
11. Chinomona, R., Mahlangu, D. & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4 (14), 181-190.
12. Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Lawrence Erlbaum Associates, Hillsdale, NJ.
13. Cuong, D.T. (2020). The ınfluence of brand satisfaction, brand trust, brand preference on brand loyalty to laptop brands. Systematic Reviews in Pharmacy, 11 (11), 95-101.
14. Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N. & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: a multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
15. Ferreira, P., Rodrigues, P.C. & Rodrigues, P.P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Management & Marketing. Challenges for the Knowledge Society, 14, 278-291.
16. Garbarino, E., & Johnson, M.S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63, 70-80.
17. Garg, R., Mukherjee, J., Biswas, S. & Kataria, A. (2015). An investigation of antecedents and consequences of brand love in India. Asia-Pacific Journal of Business Administration, 7 (3), 174-196.
18. Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
19. Hakim, M.P., Zanetta, L.D.A., & da Cunha, D.T. (2021). Should I stay, or should I go? Consumers' perceived risk and intention to visit restaurants during the COVID-19 pandemic in Brazil. Food Research International, 141, 110152.
20. He, H., Li, Y. & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65 (5), 648-657.
21. Henseler, J., Ringle, C.M. & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43, 115-135.
22. Ismail, A.R. & Spinelli, G. (2012). Effect of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management, 16 (4), 386-395.
23. Khan, M.T. (2013). Customers loyalty: concept & definition (A Review). International Journal of Information, Business and Management. 5 (3), 168-191.
24. Liu, C.R., Kuo, T.M., Wang, Y.C., Shen, Y.J., Chen, S.P. & Hong, J.W. (2022). Perceived luxurious values and pay a price premium for Michelin-starred restaurants: a sequential mediation model with self-expansion and customer gratitude. International Journal of Hospitality Management, 103, 103-185.
25. Madadi, R., Torres, I.M. & Zúñiga, M.Á. (2022). Is love extendable to relationship marketing and supply chain management?. Services Marketing Quarterly, 43 (3), 374-388.
26. Mano, H., & Oliver. R.L. (1993). Assessing the dimensionality and structure of consumption experience. Journal of Consumer Research, 20 (3), 451-466.
27. Marmat, G. (2023). A framework for transitioning brand trust to brand love. Management Decision, 61 (6), 1554-1584.
28. Papista, E. & Dimitriadis, S. (2012). Exploring consumer‐brand relationship quality and identification. Qualitative Market Research: An International Journal, 15 (1), 33-56.
29. Ranaweera, C., & Menon, K. (2008). For better or for worse: moderating effects of relationship age and continuance commitment on service satisfaction-word of mouth relationship. Latin American Advances in Consumer Research Conference Proceedings, Sao Paulo-Brazil
30. Riki Wijayajaya, H. & Tri Astuti, S.R. (2018). The effect of trust and brand image to repurchase intention in online shopping. KnE Social Sciences, 3(10), 915-928.
31. Sallam, M.A. (2015). The effects of satisfaction and brand identification on brand love and brand equity outcome: the role of brand loyalty. European Journal of Business and Social Sciences, 4 (9), 42-55.
32. Santos, M. & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing-ESIC, 25 (3), 374-391.
33. Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumer-brand. Management & Marketing Challenges for the Knowledge Society, 6 (1), 79-94.
34. Srivastava, M. & Kaul, D. (2016). Exploring the link between customer experience-loyalty consumer spend. Journal of Retailing and Consumer Services, 31, 277-286.
35. Sta, N. & Abbassi, R. (2018). Brand love: antecedents and outcomes. Journal of Business and Management Research, 11, 300-313.
36. Wang, C.Y. (2010). Service quality, perceived value, corporate ımage, and customer loyalty in the context of varying levels of switching costs. Psychology & Marketing, 27 (3), 252-262.
37. Widiyanto, I. & Prasilowati, S.L. (2015). Perilaku Pembelian Melaluı Internet. Jurnal Manajemen Dan Kewirausahaan, 17 (2), 109-122.
38. Withers, M.C., Duane Ireland, R., Miller, D., Harrison, J.S., & Boss, D.S. (2018). Competitive landscape shifts: The influence of strategic entrepreneurship on shifts in market commonality. Academy of Management Review, 43 (3), 349-370.