Brand Management

Research on the Antecedents and Outcomes of Brand Love: An Exploratory Study

Article Details

Pub. Date	:	Dec, 2021
Product Name	:	The IUP Journal of Brand Management
Product Type	:	Article
Product Code	:	IJBRM21221
Author Name	:	Velmurugan P S* and Thalhath P**
Availability	:	YES
Subject/Domain	:	Marketing
Download Format	:	PDF Format
No. of Pages	:	19

Price

Download

Abstract

The highest level of the emotional connection of any person with a brand is considered brand love. Brand love is the effect of a customer's long-term relationship with the brand. The paper examines the current status of research on antecedents and outcomes of brand love around the world and systematically reviews the existing literature and thematically analyzes the publications on the antecedents and outcomes of the brand love across the globe in international peer-reviewed marketing and management journals and top Indian marketing and management journals for the last 10 years, from 2011-2020. The authors have explored all the published research papers available in four popular online research databases, viz., Emerald Insight, Sage Publications, Science Direct and Taylor & Francis, using the keyword "Brand Love" and identified 370 scholarly papers on 12 different sub-themes across 64 top-rated international journals. The authors have found that the important and repeatedly used antecedents for brand love are hedonic value, brand experience, brand satisfaction, brand image, brand identification, self-expressiveness, brand engagement, brand uniqueness, etc. Similarly, the outcomes are brand loyalty, positive Word-of-Mouth (WOM), willingness to pay a premium, re-purchase intention, brand advocacy, the resistance of negative information, affective commitment, etc. Further, fashion industry products are used mainly for studying the antecedents and outcomes of brand love. The study helps the research community to explore new things about brand love.

Introduction

The market is very competitive today. In order to sustain in the market, the businessmen have to differentiate and establish a brand image for their products. In every industry, we come across several brands, be it Fast Moving Consumer Goods (FMCG) or mobile phones or fashion industry, etc. So, each and every brand is striving hard to capture their market share. Today, there are different brands constantly fighting for our attention. According to American Marketing Association, brand is "a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers" (Keller, 2003). The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. Branding is the process of establishing a brand name to the product. Once