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THE CRITICAL ROLE OF BRAND LOVE IN CLOTHING BRANDS

Year 2015, Volume: 4 Issue: 1, 0 - 0, 29.03.2015

Merve Ulku Turgut Beyza Gultekin

Abstract

 This paper aims to explore brand love in the context of brand trust, resistance to negative information and intention to repurchase in the clothing brand context. Based on a sample of 400 respondents, simple regression and multiple regression analyses were conducted to analyse direct effects and bootstrapping analyses were run to examine mediating roles. The analyses indicate a significant positive effect of brand trust on brand love, resistance to negative information, and intention to repurchase. In addition, brand love is confirmed to positively influence resistance to negative information and intention to repurchase. Concerning mediating roles, brand love is the mediator of the relation between brand trust and resistance to negative information and intention to repurchase. These results provide guidance to managers of clothing brands by disclosing the importance of brand love and brand trust. Accordingly, to have a brand customers love, managers should invest in gaining consumers’ trust. Such valuable relationships eventually facilitate consumer resistance against negative information and intention to repurchase.

References

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  • • Bagozzi, R. P., Batra, R. and Ahuvia, A. C. (2013), Brand Love: Development of an Operational Scale and Answers to Unaddressed Questions, Working Paper, University of Michigan, Ann Arbor, MI.
  • • Batra, R., Ahuvia, A. and Bagozzi, R. P. (2012), Brand love, Journal of Marketing 76(2), p.1-16.
  • • Bennett, R. (1996) Relationship formation and governance in consumer markets: transactional analysis versus the behaviourist approach, Journal of Marketing Management, 12(5), p.417-436.
  • • Bergkvist, L. and Bech-Larsen, T. (2010), Two studies of consequences and actionable antecedents of brand love, Journal of Brand Management, 17(7), p.504-518.
  • • Bhattacharya, C. B. and Sen, S. (2003), Consumer-company identification: A framework for understanding consumers’ relationships with companies, Journal of Marketing, 67(2), p.76-88.
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Year 2015, Volume: 4 Issue: 1, 0 - 0, 29.03.2015

Merve Ulku Turgut Beyza Gultekin

Abstract

References

  • • Acton, V. (1998), The Role of Branding in Health Care, Managed Care Quarterly, 6(4), p.15-19.
  • • Ahluwalia, R., Burnkrant, R. E. and Unnava, H. R. (2000), Consumer response to negative publicity: The moderating role of commitment, Journal of Marketing Research, 37(2), p.203-214.
  • • Ahuvia, A. C. (2005), Beyond the extended self: Loved objects and consumers’ identity narratives, Journal of Consumer Research, 32(1), p.171-184.
  • • Ajzen, I. (1991), The theory of planned behaviour, Organization Behaviour and Human Decision Process, 50, p.179-211.
  • • Albert N., Boyer J., Matthews-Lefevbre, C., Merunka, D. and Valette-Florence, P. (2007), What Does Loving A Brand Really Mean? A Study of French Consumers Love Affairs, Working Paper, Colloque International de Marketing, La Londe Les Maures.
  • • Albert, N., Merunka, D. and Valette-Florence, P. (2008), When consumers love their brands: Exploring the concept and its dimensions, Journal of Business Research, 61(10), p.1062-1075.
  • • Albert, N. and Merunka, D. (2013), The role of brand love in consumer-brand relationships, Journal of Consumer Marketing, 30(3), p.258-266.
  • • Bagozzi, R. P., Batra, R. and Ahuvia, A. C. (2013), Brand Love: Development of an Operational Scale and Answers to Unaddressed Questions, Working Paper, University of Michigan, Ann Arbor, MI.
  • • Batra, R., Ahuvia, A. and Bagozzi, R. P. (2012), Brand love, Journal of Marketing 76(2), p.1-16.
  • • Bennett, R. (1996) Relationship formation and governance in consumer markets: transactional analysis versus the behaviourist approach, Journal of Marketing Management, 12(5), p.417-436.
  • • Bergkvist, L. and Bech-Larsen, T. (2010), Two studies of consequences and actionable antecedents of brand love, Journal of Brand Management, 17(7), p.504-518.
  • • Bhattacharya, C. B. and Sen, S. (2003), Consumer-company identification: A framework for understanding consumers’ relationships with companies, Journal of Marketing, 67(2), p.76-88.
  • • Brown, J. J. and Reingen, P. H. (1987), Social ties and word-of-mouth referral behaviour, Journal of Consumer Research, 14(3), p.350-362.
  • • Carroll, B. A. and Ahuvia, A. C. (2006), Some antecedents and outcomes of brand love, Marketing Letters, 17(2), p.79-89.
  • • Chatterjee, S. C. and Chaudhuri, A. (2005), Are trusted brands important?, Marketing Management Journal, 15(1).
  • • Chaudhuri, A. and Holbrook, M. B. (2001), The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty, The Journal of Marketing, p.81-93.
  • • Chung, I. K. and Lee, M. M. (2003), A study of influencing factors for repurchase intention in internet shopping malls, Proceedings of the Symposium on Parallel and Distributed Processing, 2003.
  • • Copeland, M. T. (1923), Relation of consumers' buying habits to marketing methods, Harvard Business Review, 1(3), p.282-289.
  • • Correia Loureiro, S. M. and Kaufmann, H. R. (2012), Explaining love of wine brands, Journal of Promotion Management, Vol. 18(3), p.329-343.
  • • Cronbach, L. J. (1951), Coefficient alpha and the internal structure of tests, Psychometrika, 16(3), p.297-334.
  • • Curtis, T. (2009), Customer satisfaction, loyalty, and repurchase: Meta-analytical review, and theoretical and empirical evidence of loyalty and repurchase differences, Nova Southeastern University, Lakeland, Florida.
  • • Delgado-Ballester, E. and Munuera-Alemán, J. L. (2001), Brand trust in the context of consumer loyalty, European Journal of Marketing, 35(11/12), p.1238- 1258.
  • • Delgado-Ballester, E., Munuera-Alemán, J. L. and Yague-Guillen, M. J. (2003), Development and validation of a brand trust scale, International Journal of Market Research, 45(1), p.35-54.
  • • Delgado-Ballester, E. and Munuera-Alemán, J. L. (2005), Does brand trust matter to brand equity?, Journal of Product and Brand Management, 14(3), p.187-196.
  • • Doney, P. M. and Cannon, J. P. (1997), An examination of the nature of trust in buyer-seller relationships, Journal of Marketing, 61(2), p.35-51.
  • • Eisingerich, A. B., Rubera, G., Seifert, M. and Bhardwaj, G. (2011), Doing good and doing better despite negative information? The role of corporate social responsibility in consumer resistance to negative information, Journal of Service Research, 14(1), p.60-75.
  • • Elliott, R. and Yannopoulou, N. (2007), The nature of trust in brands: A psychosocial model, European Journal of Marketing, 41(9/10), p.988-998.
  • • Fang, Y. H., Chiu, C. M. and Wang, E. T. (2011), Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice, Internet Research, 21(4), p.479-503.
  • • Fetscherin, M. and Conway-Dato-on, M. (2010), Brand love: Interpersonal love or parasocial love, http://www.brand- management.usi.ch/Abstracts/Monday/BrandrelationshipIII/Monday_Brandrelati onshipIII_Fetscherin.pdf, accessed 25 June 2014.
  • • Fischer, M., Völckner, F. and Sattler, H. (2010), How important are brands? A cross-category, cross-country study, Journal of Marketing Research, 47(5), p.823- 839.
  • • Fiske, S. T. (1980), Attention and weight in person perception: The impact of negative and extreme behaviour, Journal of Personality and Social Psychology, 38(6), p.889.
  • • Fournier, S. (1998), Consumers and their brands: Developing relationship theory in consumer research, Journal of Consumer Research, 24(4), p.343-353.
  • • Garbarino, E. and Johnson, M. S. (1999), The different roles of satisfaction, trust, and commitment in customer relationships, Journal of Marketing, 63(2), p.70-87.
  • • Grabner-Kräuter, S. and Kaluscha, E. A. (2003), Empirical research in on-line trust: A review and critical assessment, International Journal of Human-Computer Studies, 58(6), p.783-812.
  • • Hayes, A. F. (2009), Beyond Baron and Kenny: Statistical mediation analysis in the new millennium, Communication Monographs, 76(4), p.408-420.
  • • Hazan, C. and Shaver, P. (1987), Romantic love conceptualized as an attachment process, Journal of Personality and Social Psychology, 52(3), p.511.
  • • Hellier, P. K., Geursen, G. M., Carr, R. A. and Rickard, J. A. (2003), Customer repurchase intention: A general structural equation model, European Journal of Marketing, 37(11/12), p.1762-1800.
  • • Herbst, K. C., Hannah, S. T. and Allan, D. (2013), Advertisement disclaimer speed and corporate social responsibility: “Costs” to consumer comprehension and effects on brand trust and purchase intention, Journal of Business Ethics, 117(2), p.297-311.
  • • Herr, P. M., Kardes, F. R. and Kim, J. (1991), Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective, Journal of Consumer Research, 17(4), p.454.
  • • Kamat, V. and Parulekar, A. A. (2007), Brand love - The precursor to loyalty, Advertising and Consumer Psychology: New Frontiers in Branding; Attitudes, Attachments, Relationships, p.94-95.
  • • Keh, H. T., Pang, J. and Peng, S. (2007), Understanding and measuring brand love. Proceedings of the Conference on Advertising and Consumer Psychology, New Frontiers in Branding: Attitudes, Attachments, and Relationships; 7-9 June 2007, Santa Monica, CA. National Bureau of Economic Research, Columbia University Press.
  • • Kimmel, A. J. and Audrain-Pontevia, A. F. (2010), Analysis of commercial rumors from the perspective of marketing managers: Rumor prevalence, effects, and control tactics, Journal of Marketing Communications, 16(4), p.239-253.
  • • Laroche, M., Habibi, M. R., Richard, M. O. and Sankaranarayanan, R. (2012), The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty, Computers in Human Behavior, 28(5), p.1755-1767.
  • • Lau, G. T. and Lee, S. H. (1999), Consumers' trust in a brand and the link to brand loyalty, Journal of Market-Focused Management 4(4), p.341-370.
  • • Luo, X. (2007), Consumer negative voice and firm-idiosyncratic stock returns, Journal of Marketing, 71(3), p.75-88.
  • • Luo, X. (2009), Quantifying the long-term impact of negative word of mouth on cash flows and stock prices, Marketing Science, 28(1), p.148-165.
  • • Matzler, K., Grabner-Kräuter, S. and Bidmon, S. (2008), Risk aversion and brand loyalty: The mediating role of brand trust and brand affect, Journal of Product and Brand Management, 17(3), p.154-162.
  • • Mayer, R. C., Davis, J. H. and Schoorman, F. D. (1995), An integrative model of organizational trust, Academy of Management Review, 20(3), p.709-734.
  • • McAllister, D. J. (1995), Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations, Academy of Management Journal, 38(1), p.24-59.
  • • McCrae, R. R. and Costa, P.T. (1991), Adding liebe und arbeit: The full five-factor model and well-being, Personality and Social Psychology Bulletin, 17(2), p.227- 232.
  • • Morgan, R. M. and Hunt, S. D. (1994), The commitment-trust theory of relationship marketing, Journal of Marketing, 58(3), p.20-38.
  • • Pang, J., Keh, H. T. and Peng, S. (2009), Effects of advertising strategy on consumer-brand relationships: A brand love perspective, Frontiers of Business Research in China, 3(4), p.599-620.
  • • Patwardhan, H. and Balasubramanian, S. K. (2011), Brand romance: A complementary approach to explain emotional attachment toward brands, Journal of Product and Brand Management, 20(4), p.297-308.
  • • Parasuraman, A. Zeithaml, V. A. and Malhotra, A. (2005), ES-QUAL a multiple- item scale for assessing electronic service quality, Journal of Service Research, 7(3), p.213-233.
  • • Pavlou, P. A. (2003), Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model, International Journal of Electronic Commerce, 7(3), p.101-134.
  • • Pavlou, P. A. and Fygenson, M. (2006), Understanding and predicting electronic commerce adoption: An extension of the theory of planned behaviour, MIS Quarterly, p.115-143.
  • • Preacher, K. J. and Hayes, A. F. (2008), Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models, Behavior Research Methods, 40(3), p.879-891.
  • • Pullig, C., Netemeyer, R. G. and Biswas, A. (2006), Attitude basis, certainty, and challenge alignment: A case of negative brand publicity, Journal of the Academy of Marketing Science, 34(4), p.528-542.
  • • Quelch, J. A. and Jocz, K. E. (2011), Respect your customers, Leader to Leader, 2011(61), p.36-42.
  • • Republic of Turkey Ministry of Economy (2014), Hazır Giyim Sektörü, http://www.ibp.gov.tr/pg/sektorpdf/sanayi/hazirgiyim.pdf, accessed 25 June 2014.
  • • Roberts, K. (2005), Lovemarks: The Future Beyond Brands, New York, NY: PowerHouse Books.
  • • Rossiter, J. R. (2012), A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking, Marketing Letters, 23(3), p.905-916.
  • • Rousseau, D. M., Sitkin, S. B., Burt, R. S. and Camerer, C. (1998), Not so different after all: A cross-discipline view of trust, Academy of Management Review, 23(3), p.393-404.
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Details

Journal Section Articles
Authors

Merve Ulku Turgut This is me

Beyza Gultekin

Publication Date March 29, 2015
Published in Issue Year 2015 Volume: 4 Issue: 1

Cite

APA Turgut, M. U., & Gultekin, B. (2015). THE CRITICAL ROLE OF BRAND LOVE IN CLOTHING BRANDS. Journal of Business Economics and Finance, 4(1). https://doi.org/10.17261/Pressacademia.201519963

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