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Year 2017, Volume: 7 Issue: 2, 272 - 283, 01.06.2017

Hatice Aydın Cemal Zehir

Abstract

What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance?

Year 2017, Volume: 7 Issue: 2, 272 - 283, 01.06.2017

Hatice Aydın Cemal Zehir

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

Brand Romance Subjective Brand Knowledge Brand Novelty Brand Satisfaction Brand Loyalty

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Details

Other ID JA57GY33ET
Journal Section Research Article
Authors

Hatice Aydın This is me

Cemal Zehir This is me

Publication Date June 1, 2017
Published in Issue Year 2017 Volume: 7 Issue: 2

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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.
AMA Aydın H, Zehir C. What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance?. IRMM. June 2017;7(2):272-283.
Chicago 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 7, no. 2 (June 2017): 272-83.
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 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, 2017.
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 2017), 272-283.
JAMA 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, 2017, pp. 272-83.
Vancouver 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):272-83.