IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v149y2022icp651-662.html
   My bibliography  Save this article

How deep is your love? The brand love-loyalty matrix in consumer-brand relationships

Author

Listed:
  • Robertson, Jeandri
  • Botha, Elsamari
  • Ferreira, Caitlin
  • Pitt, Leyland

Abstract

Brand love is an often ignored, yet important dimension in consumer-brand relationships. Especially consumer-brand relationships with masstige brands that are hedonic and symbolic in nature. Using an experimental design (n = 465), this study investigated the interplay between brand love and brand loyalty, and its impact on brand equity. Contrary to current literature, the findings indicate that consumers can develop brand love without being loyal to a brand and can exhibit high brand love without purchasing from the brand. Brand love had a greater impact on brand equity than brand loyalty, and both brand love and brand equity diminished when consumers experienced brand betrayal. The brand love-loyalty matrix shows the interplay between these constructs for masstige brand relationships and can be used to increase market share. Finally, a decision tree is provided to guide the growth decisions of luxury brands who want to embark on a masstige strategy.

Suggested Citation

  • Robertson, Jeandri & Botha, Elsamari & Ferreira, Caitlin & Pitt, Leyland, 2022. "How deep is your love? The brand love-loyalty matrix in consumer-brand relationships," Journal of Business Research, Elsevier, vol. 149(C), pages 651-662.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:651-662
    DOI: 10.1016/j.jbusres.2022.05.058
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632200491X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.05.058?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kim, Kyung Hoon & Ko, Eunju & Xu, Bing & Han, Yoosun, 2012. "Increasing customer equity of luxury fashion brands through nurturing consumer attitude," Journal of Business Research, Elsevier, vol. 65(10), pages 1495-1499.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Noël Albert & Dwight Merunka & Pierre Valette-Florence, 2008. "When consumers love their brands: Exploring the concept and its dimensions," Post-Print hal-01822299, HAL.
    4. Mundel, Juan & Huddleston, Patricia & Vodermeier, Michael, 2017. "An exploratory study of consumers’ perceptions: What are affordable luxuries?," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 68-75.
    5. Martin Reimann & Deborah J. MacInnis & Valerie S. Folkes & Arianna Uhalde & Gratiana Pol, 2018. "Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(2), pages 240-254.
    6. Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre, 2008. "When consumers love their brands: Exploring the concept and its dimensions," Journal of Business Research, Elsevier, vol. 61(10), pages 1062-1075, October.
    7. Allison R. Johnson & Maggie Matear & Matthew Thomson, 2011. "A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 108-125.
    8. Mandler, Timo & Johnen, Marius & Gräve, Jan-Frederik, 2020. "Can’t help falling in love? How brand luxury generates positive consumer affect in social media," Journal of Business Research, Elsevier, vol. 120(C), pages 330-342.
    9. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    10. Trump, Rebecca K., 2014. "Connected consumers' responses to negative brand actions: The roles of transgression self-relevance and domain," Journal of Business Research, Elsevier, vol. 67(9), pages 1824-1830.
    11. Quach, Sara & Thaichon, Park, 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment," Journal of Business Research, Elsevier, vol. 81(C), pages 163-172.
    12. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.
    13. Kumar, Ajay & Paul, Justin, 2018. "Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence," International Business Review, Elsevier, vol. 27(5), pages 969-981.
    14. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    15. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    16. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    17. David Gefen & Paul A. Pavlou, 2012. "The Boundaries of Trust and Risk: The Quadratic Moderating Role of Institutional Structures," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 940-959, September.
    18. Nobre, Helena & Simões, Cláudia, 2019. "NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships," Journal of Business Research, Elsevier, vol. 102(C), pages 328-338.
    19. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    20. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    21. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    22. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
    23. Hamzah, Zalfa Laili & Syed Alwi, Sharifah Faridah & Othman, Md Nor, 2014. "Designing corporate brand experience in an online context: A qualitative insight," Journal of Business Research, Elsevier, vol. 67(11), pages 2299-2310.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wilert Puriwat & Suchart Tripopsakul, 2023. "Sustainability Matters: Unravelling the Power of ESG in Fostering Brand Love and Loyalty across Generations and Product Involvements," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    2. Alić Adi & Činjarević Merima & Maktouf-Kahriman Nedžla, 2022. "Exploring the antecedents of masstige purchase behaviour among different generations," Management & Marketing, Sciendo, vol. 17(3), pages 255-271, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    2. Renée Rahman & Tobias Langner & Dirk Temme, 2021. "Brand love: conceptual and empirical investigation of a holistic causal model," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 609-642, November.
    3. Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2022. "“All you need is love”. From product design value perception to luxury brand love: An integrated framework," Post-Print hal-03562015, HAL.
    4. Hemonnet-Goujot, Aurélie & Valette-Florence, Pierre, 2022. "“All you need is love” from product design value perception to luxury brand love: An integrated framework," Journal of Business Research, Elsevier, vol. 139(C), pages 1463-1475.
    5. Gerrath, Maximilian H.E.E. & Brakus, J. Joško & Siamagka, Nikoletta Theofania & Christodoulides, George, 2023. "Avoiding the brand for me, us, or them? Consumer reactions to negative brand events," Journal of Business Research, Elsevier, vol. 156(C).
    6. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    7. Komal Nagar & Paramdeep Kour, 2018. "Measuring Young Consumers’ Response to Brand Scandals: A Brand Love Perspective," FIIB Business Review, , vol. 7(4), pages 304-315, December.
    8. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, LAR Center Press, vol. 5(10), pages 33-44, Octomber.
    9. Debra Grace & Mitchell Ross & Ceridwyn King, 2018. "Brand fidelity: a relationship maintenance perspective," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 577-590, November.
    10. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    11. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
    12. Laee Choi & MiRan Kim & He-Boong Kwon, 2022. "Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 150-166, March.
    13. Vesna Babić-Hodović & Alisa Mujkić & Maja Arslanagić-Kalajdžić, 2023. "We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 9-33, January.
    14. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    15. Hatice AYDIN, 2017. "Marka Guveni, Farkindaligi ve Benlik Imaj Uyumunun Marka Bagliligina Etkisinde Marka Askinin Aracilik Rolu," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 17(2), pages 281-294.
    16. Iivi Riivits-Arkonsuo & Anu Leppiman, 2015. "Young Consumers and their Brand Love," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(10), pages 33-44, Octomber.
    17. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
    18. Maria Kostritsa & Hildegard Liebl & Rupert Beinhauer & Jana Turčínková, 2020. "Consumer Brand Love for Luxury Brands in India," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 189-197.
    19. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    20. Yu-Hsien Lin, 2022. "Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love," Sustainability, MDPI, vol. 15(1), pages 1-20, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:651-662. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.