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From brands to classical music: Broadening and deepening a brand love prototype

Author

Listed:
  • Christopher J. White

    (RMIT University)

  • Eudora Tong

    (National Cheng Kung University)

  • Michael Schwartz

    (RMIT University)

Abstract

Love is complex phenomenon, purportedly universal with powerful motivational properties. Love objects vary, and in the consumer marketing domain brand love has received considerable attention. We broaden theory by revising a brand love prototype and applying it in a non-brand context, and we deepen theory by examining the relationship between core brand love elements and loyalty at different levels of past behaviour. Our findings show that the revised model provides an excellent representation of the data and explains 53% of the variance in loyalty for classical music concerts and we confirm that past behaviour significantly modifies the relationships between constructs in the model.

Suggested Citation

  • Christopher J. White & Eudora Tong & Michael Schwartz, 2020. "From brands to classical music: Broadening and deepening a brand love prototype," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 227-236, March.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:2:d:10.1057_s41262-019-00177-3
    DOI: 10.1057/s41262-019-00177-3
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    References listed on IDEAS

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    Cited by:

    1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
    2. Davood Ghorbanzadeh & K. D. V. Prasad & Natalia Alekseevna Prodanova & Iskandar Muda & Joko Suryono & Nafisa Yuldasheva, 2024. "Exploration of the concept of brand love in city branding: antecedents and consequences," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 142-156, June.
    3. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.

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