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    Brand Love - Concept and Dimensions-Gibs

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    Rajesh Lamba
    The document discusses brand love, including its conceptualization and dimensions. It provides a scheme and overview of topics to be covered, such as the motivation for studying brand love, definitions of the concept, how it relates to emotional branding, its key aspects identified in previous research. The document then describes the methodology, findings and results of the present study examining brand love dimensions. It is found that passionate driven behavior is the strongest aspect of brand love while attitude valence is the weakest. The study provides insights into measuring brand love and its importance for organizational success.

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    Brand Love - Concept and Dimensions-Gibs

    Uploaded by

    Rajesh Lamba
    277 views16 pages
    The document discusses brand love, including its conceptualization and dimensions. It provides a scheme and overview of topics to be covered, such as the motivation for studying brand love, definitions of the concept, how it relates to emotional branding, its key aspects identified in previous research. The document then describes the methodology, findings and results of the present study examining brand love dimensions. It is found that passionate driven behavior is the strongest aspect of brand love while attitude valence is the weakest. The study provides insights into measuring brand love and its importance for organizational success.

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    Moving towards Brand Love

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    Brand Love- Concept and Dimensions-gibs Ppt

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    The document discusses brand love, including its conceptualization and dimensions. It provides a scheme and overview of topics to be covered, such as the motivation for studying brand love, definitions of the concept, how it relates to emotional branding, its key aspects identified in previous research. The document then describes the methodology, findings and results of the present study examining brand love dimensions. It is found that passionate driven behavior is the strongest aspect of brand love while attitude valence is the weakest. The study provides insights into measuring brand love and its importance for organizational success.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    277 views16 pages

    Brand Love - Concept and Dimensions-Gibs

    Uploaded by

    Rajesh Lamba
    The document discusses brand love, including its conceptualization and dimensions. It provides a scheme and overview of topics to be covered, such as the motivation for studying brand love, definitions of the concept, how it relates to emotional branding, its key aspects identified in previous research. The document then describes the methodology, findings and results of the present study examining brand love dimensions. It is found that passionate driven behavior is the strongest aspect of brand love while attitude valence is the weakest. The study provides insights into measuring brand love and its importance for organizational success.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16
    At a glance
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    The key takeaways are that brand love is an important concept for maintaining consumer loyalty and market position in today's competitive business world. Various studies have contributed to conceptualizing brand love and identifying its aspects and dimensions.

    The motivation behind selecting brand love as the research topic is that in the rising competitive market, it has become difficult for brands to earn consumer loyalty. Brands need to gain emotional attachment and be loved by consumers in order to maintain their market position.

    The stages in conceptualizing brand love according to studies mentioned are developing relationship theory between consumers and brands, analyzing consumer-brand bonds, introducing the concept of lovemarks, defining brand love, developing the brand love prototype, and identifying stages of progression from brand awareness to brand love.

    BRAND LOVE:

    CONCEPT AND DIMENSIONS

    Suzanee Malhotra
    Research Scholar
    Department of Commerce, Delhi School of
    Economics
    SCHEME OF THE PRESENTATION

     MOTIVATION BEHIND THE RESEARCH TOPIC- BRAND


    LOVE
     THE NOTION OF BRAND LOVE
     BRAND LOVE- Conceptualization Stages
     Brand love & Emotional branding
     Aspects of Brand love
     Methodology used in the Present study
     Findings and Results of the Present study
     CONCLUDING REMARKS
     REFERENCES
     QUESTIONS & SUGGESTIONS
    MODERN DAY BUSINESS WORLD
    IS A BRAND WORLD

    Image Courtesy: https://www.flickr.com/photos/27845211@N02/2662264721/in/photostream/


    MOTIVATION BEHIND SELECTING
    THE RESEARCH TOPIC- BRAND LOVE

     Branding helps companies to create a separate


    identity in the competitive market place.

     Due to rising competition earning consumer’s loyalty


    has become extremely difficult.

     The brands need to cross the threshold of being a


    mere brand- THEY NEED TO BE LOVED.

     Thus the concept of BRAND LOVE has gained


    importance and is required to be nurtured by Brands
    to maintain their market position.
    THE NOTION OF
    BRAND LOVE
     “Brand love is the degree of passionate emotional
    attachment that a person has for a particular
    trade name”- Carroll and Ahuvia (2006)

    Synchronizes :

    Senses
     Emotions
     desire of a consumer towards loved brands.

     A concept beyond tangibles and intangibles

     Reaches directly the hearts of consumers


    BRAND LOVE- CONCEPTUALIZATION STAGES
    STUDY CONTRIBUTION

    Susan Fournier (1998) Studied the importance of relationship bonds


    between the consumers and brands
    Terence A. Shimp & Analyzed consumer-brand bonds analogously to
    Thomas J. Madden (1998) Sternberg’s triangular theory (1986)

    Kevin Roberts (2004) Gave the revolutionary idea of lovemarks

    Barbara A. Carroll & Defined brand love as an emotional and passionate


    Aaron C. Ahuvia (2006) feeling of an individual for a particular trade
    name
    Rajeev Batra, Aaron Developed the Brand Love Prototype
    Ahuvia & Richard P.
    Bagozzi (2012)
    Dan Joon Chew (2017) Looked for the stages of progression from brand
    awareness to brand love
    BRAND LOVE AND EMOTIONAL BRANDING

    Emotional
    belonging for
    brands

    Minds and
    Hearts of
    the
    consumers
    Formation of a
    Lasting and
    Irreplaceable
    bond with the
    Brand
    ASPECTS OF BRAND LOVE
    The following are the Aspects of Brand love as given by Rajeev Batra, Aaron Ahuvia &
    Richard P. Bagozzi (2012):

    SELF-BRAND
    INTEGRATION
    PASSIONATE
    DRIVEN
    BEHAVIOR
    ATTITUDE
    VALENCE

    BRAND
    LOVE
    POSITIVE
    EMOTIONAL
    ATTACHMENT
    ANTICIPATED
    SEPARATION
    DISTRESS
    LONG-TERM
    RELATIONSHIP
    METHODOLOGY USED IN THE PRESENT
    STUDY

     Questionnaire by Bagozzi, Batra, & Ahuvia (2014) adopted for data


    collection

     Reference brand- Current brand used by consumers

     17 divergent brands in total were reported

     Most popular brands reported- Apple, Samsung, Xiaomi, Vivo and


    Oppo

     Sample size-182 individuals (108 Males and 74 Females) from


    Delhi

     Sampling Technique- Convenience sampling method

     Analysis Tool- Confirmatory Factor Analysis


    FINDINGS AND RESULTS OF THE PRESENT
    STUDY

     All Questionnaire items well explained various


    aspects of Brand Love

     Strongest Aspect of brand love-Passion Driven


    Behavior
     Weakest Aspect of brand love- Attitude Valence

     Threat of Multicollinearity (Jöreskog, 1999)

     Convergent validity of all the Aspects met the


    requisite criteria of CR > 0.7 and AVE > 0.5
    (Hair Jr., Black, Babin, & Anderson, 2014)
    FINDINGS AND RESULTS OF THE PRESENT
    STUDY (CONTINUED)

    Standardized
    Core dimensions
    Regression Weights AVE CR

    Positive emotional
    connection .961 0.885 0.959

    Passion driven
    behavior 1.062 0.673 0.911

    Self brand
    integration .935 0.893 0.971

    Long term
    relationship .875 0.684 0.866

    Attitude valence .739 0.624 0.929

    Anticipated
    separation distress .812 0.838 0.954
    CONCLUDING REMARKS

     Brand love has given a new dimension to the


    consumer-brand relationship domain.

     Need of the Hour for the companies- Create a


    place in the heart of consumers for their brands

     Check-list of important Aspects of brand love


    must be prepared by companies

     Brand love has an important role to play in the


    organizational growth and prosperity.
    RE-DEFINE BRANDING-

    #thinkbrandlove
    LIST OF REFERENCES

     Bagozzi, R. P., Batra, R. R., & Ahuvia, A. C. (2014). Brand Love: Construct Validity,
    Managerial Utility, and New Conceptual Insights . Working paper. University of
    Michigan, Ann Arbor, MI .
     Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, Vol.
    76, No. 2, March , 1-16.
     Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love.
    Marketing letters, 17(2) , 79-89.
     Chew, D. J. (2017). From Brand Awareness to Brand Love: A Conceptual Discussion of
    Brand Love Progression. Journal of Arts & Social Sciences Vol. 1, Issue 1 , 21-29.
     Flickr (n.d.) retrieved from:
    https://www.flickr.com/photos/27845211@N02/2662264721/in/photostream/
     Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in
    Consumer Research. The Journal of Consumer Research, Vol. 24, No. 4 , Mar , pp. 343-
    373.
     Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. e. (2014). Multivariate data
    analysis (7th ed.). United States of America: Pearson Education Limited.
     Jöreskog, K. G. (1999, June 22). How large can a standardized coefficient be.
    Retrieved November 23, 2018, from ssicentral.com:
    http://www.ssicentral.com/lisrel/techdocs/HowLargeCanaStandardizedCoefficientbe.
    pdf
     Roberts, K. (2004). “Lovemarks: The future beyond brands”. New York: Power
    House Books.
     Shimp, T. A., & Madden, T. J. (1988). Consumer-object relations: A conceptual
    framework based analogously on Sternberg's triangular theory of love. Advances in
    consumer research, 15 , 163-168.

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