IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v19y2024i2p51.html
   My bibliography  Save this article

Examining the Effect of Brand Like and Brand Love on Brand Loyalty

Author

Listed:
  • Koryoe Anim-Wright
  • Rhodalene Amartey

Abstract

This study investigates the effect of brand liking on brand love. It also assesses the moderating role of alternative brand attractiveness in the relationship between brand liking and brand love. Furthermore, this study examines the effects of brand love and liking on brand loyalty. Lastly, the study investigates the mediating role of brand love in the relationship between brand liking and brand loyalty. This study employed a survey research design where questionnaires were used to collect data from bank customers in Ghana. In all, there were a total of 503 respondents. These respondents were selected using the intercept approach. We used PLS-SEM for the data analysis. The results show a significant relationship between brand liking and brand love (intimacy, commitment, and passion). We also found a direct positive relationship between brand liking and brand loyalty. Furthermore, the findings show a positive relationship between brand love (intimacy, commitment, and passion) and brand loyalty. Additionally, we found that brand love mediates the relationship between brand liking and brand loyalty. Our study shows that higher brand liking leads to brand love, positively impacting brand loyalty. The study further shows that alternative brands have no modifying impact regarding brand love as a predictor of brand loyalty.

Suggested Citation

  • Koryoe Anim-Wright & Rhodalene Amartey, 2024. "Examining the Effect of Brand Like and Brand Love on Brand Loyalty," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 1-51, March.
    • Handle: RePEc:ibn:ijbmjn:v:19:y:2024:i:2:p:51
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijbm/article/download/0/0/49840/53884
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ijbm/article/view/0/49840
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Narissara Palusuk & Bernadett Koles & Rajibul Hasan, 2019. "‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love," Post-Print hal-02014627, HAL.
    2. Noel Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print hal-01822310, HAL.
    3. Sekar Raju & H. Rao Unnava & Nicole Votolato Montgomery, 2009. "The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 851-863, October.
    4. Swimberghe, Krist R. & Astakhova, Marina & Wooldridge, Barbara Ross, 2014. "A new dualistic approach to brand passion: Harmonious and obsessive," Journal of Business Research, Elsevier, vol. 67(12), pages 2657-2665.
    5. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    6. Abosag, Ibrahim & Baker, Thomas L. & Hall, Kristina Lindsey & Voulgari, Aliki-Dimitra & Zheng, Xiaoyuan, 2017. "Antecedents and consequences of liking in retail service relationships in China and Greece," International Business Review, Elsevier, vol. 26(3), pages 566-578.
    7. Judy Drennan & Constanza Bianchi & Silvia Cacho-Elizondo & Sandra Louriero & Nathalie Guibert & William Proud, 2015. "Examining the role of wine brand love on brand loyalty: A multi-country comparison," Post-Print hal-04062790, HAL.
    8. Tuškej, Urška & Golob, Urša & Podnar, Klement, 2013. "The role of consumer–brand identification in building brand relationships," Journal of Business Research, Elsevier, vol. 66(1), pages 53-59.
    9. Thomas Anning-Dorson & Robert Ebo Hinson & Mohammed Amidu & Michael Boadi Nyamekye, 2018. "Enhancing service firm performance through customer involvement capability and innovativeness," Management Research Review, Emerald Group Publishing Limited, vol. 41(11), pages 1271-1289, July.
    10. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    11. 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.
    12. Thomas Anning-Dorson & Robert Ebo Hinson & Mohammed Amidu & Michael Boadi Nyamekye, 2018. "Enhancing service firm performance through customer involvement capability and innovativeness," Management Research Review, Emerald Group Publishing Limited, vol. 41(11), pages 1271-1289, July.
    13. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    14. Estelle van Tonder & Daniël Johannes Petzer, 2018. "The interrelationships between relationship marketing constructs and customer engagement dimensions," The Service Industries Journal, Taylor & Francis Journals, vol. 38(13-14), pages 948-973, October.
    15. Anantadjaya, Samuel PD & Nawangwulan, Irma M. & Pramesty, Ignatia Andari & Gunawan, Grace Aditya, 2015. "Measuring Customers’ Intimacy: Evidence From Indonesian Service-Based Companies," Ekonomika, Journal for Economic Theory and Practice and Social Issues, Society of Economists Ekonomika, Nis, Serbia, vol. 61(2), pages 1-18, June.
    16. Pham, Thanh-Thao T. & Ho, Jonathan C., 2015. "The effects of product-related, personal-related factors and attractiveness of alternatives on consumer adoption of NFC-based mobile payments," Technology in Society, Elsevier, vol. 43(C), pages 159-172.
    17. N. Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print halshs-00674719, HAL.
    18. Ezlika Ghazali & Bang Nguyen & Dilip S. Mutum & Amrul Asraf Mohd-Any, 2016. "Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(2), pages 157-171, May.
    19. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
    20. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 171-184, June.
    Full references (including those not matched with items on IDEAS)

    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. Sergio Andres Osuna Ramirez & Cleopatra Veloutsou & Anna Morgan-Thomas, 2017. "A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 3(3), pages 305-332, July.
    2. Das, Gopal & Agarwal, James & Malhotra, Naresh K. & Varshneya, Geetika, 2019. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality," Journal of Business Research, Elsevier, vol. 95(C), pages 479-490.
    3. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    4. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    5. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    6. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    7. Davvetas, Vasileios & Diamantopoulos, Adamantios, 2017. "“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret," Journal of Business Research, Elsevier, vol. 80(C), pages 218-227.
    8. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    9. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    10. Carolina Herrando & Julio Jiménez-Martínez & María José Martín-De Hoyos, 2017. "Passion at first sight: how to engage users in social commerce contexts," Electronic Commerce Research, Springer, vol. 17(4), pages 701-720, December.
    11. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    12. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    13. 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.
    14. Truong Hoang Anh Tho & Chih-Hung Wang & Ya-Yun Tang, 2017. "Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an Emerging Economy," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 221-239, August.
    15. Gilal Faheem Gul & Gilal Naeem Gul & Gilal Rukhsana Gul & Gong Zhenxing & Gilal Waseem Gul & Tunio Muhammad Nawaz, 2021. "The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 14-38, March.
    16. Giovanis, Apostolos N. & Athanasopoulou, Pinelopi, 2018. "Consumer-brand relationships and brand loyalty in technology-mediated services," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 287-294.
    17. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    18. 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.
    19. 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).
    20. repec:aly:journl:202070 is not listed on IDEAS
    21. Faheem Gul Gilal & Jian Zhang & Rukhsana Gul Gilal & Naeem Gul Gilal, 2020. "Linking motivational regulation to brand passion in a moderated model of customer gender and age: an organismic integration theory perspective," Review of Managerial Science, Springer, vol. 14(1), pages 87-113, February.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    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:ibn:ijbmjn:v:19:y:2024:i:2:p:51. 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.