EN
What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance?
Abstract
Consumers’ loyalty to a brand depends on their establishing an emotional relationship with it. This relationship may be called as brand romance. Many factors influence the emergence of brand romance (ROM), including brand novelty (BN), brand satisfaction (BS), and subjective brand knowledge (SBK). The present study evaluates brand romance dimensions such as pleasure, arousal and dominance in terms of these antecedents and outcomes as attitudinal and behavioral brand loyalty. The study was carried out with 295 consumers in Istanbul/Turkey via face-to-face questionnaires. In this study, BS, SBK, and BN have a positive influence on arousal and pleasure dimensions of brand romance whereas the effect of SBK is not statistically significant on dominance dimension of brand romance. Also arousal and dominance dimensions of brand romance are positively effective on behavioral and attitudinal loyalty whereas pleasure dimension is not statistically significant on behavioral loyalty.
Keywords
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
June 1, 2017
Submission Date
June 1, 2017
Acceptance Date
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Published in Issue
Year 2017 Volume: 7 Number: 2
APA
Aydın, H., & Zehir, C. (2017). What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance? International Review of Management and Marketing, 7(2), 272-283. https://izlik.org/JA88PZ29ZZ
AMA
1.Aydın H, Zehir C. What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance? IRMM. 2017;7(2):272-283. https://izlik.org/JA88PZ29ZZ
Chicago
Aydın, Hatice, and Cemal Zehir. 2017. “What Type Relationship Do We Have With Our Brands? Is The Name of This Relationship Brand Romance?”. International Review of Management and Marketing 7 (2): 272-83. https://izlik.org/JA88PZ29ZZ.
EndNote
Aydın H, Zehir C (June 1, 2017) What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance? International Review of Management and Marketing 7 2 272–283.
IEEE
[1]H. Aydın and C. Zehir, “What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance?”, IRMM, vol. 7, no. 2, pp. 272–283, June 2017, [Online]. Available: https://izlik.org/JA88PZ29ZZ
ISNAD
Aydın, Hatice - Zehir, Cemal. “What Type Relationship Do We Have With Our Brands? Is The Name of This Relationship Brand Romance?”. International Review of Management and Marketing 7/2 (June 1, 2017): 272-283. https://izlik.org/JA88PZ29ZZ.
JAMA
1.Aydın H, Zehir C. What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance? IRMM. 2017;7:272–283.
MLA
Aydın, Hatice, and Cemal Zehir. “What Type Relationship Do We Have With Our Brands? Is The Name of This Relationship Brand Romance?”. International Review of Management and Marketing, vol. 7, no. 2, June 2017, pp. 272-83, https://izlik.org/JA88PZ29ZZ.
Vancouver
1.Hatice Aydın, Cemal Zehir. What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance? IRMM [Internet]. 2017 Jun. 1;7(2):272-83. Available from: https://izlik.org/JA88PZ29ZZ