Brand love

By:

BATRA, RAJEEV

Contributor(s):

AHUVIA, AARON

Material type:

Mixed materialsPublication details: 2012Description: 1-16Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actualy experience this phenomenon, they conduct two qualitative sudies to uncovr the different elements(features) of the consumer prototype of brand love. Both the first order and higher order brand love modelspredict loyalty, word of mouth, and resistance better, and provide a greater understanding,than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/2	Available		P14246

Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actualy experience this phenomenon, they conduct two qualitative sudies to uncovr the different elements(features) of the consumer prototype of brand love. Both the first order and higher order brand love modelspredict loyalty, word of mouth, and resistance better, and provide a greater understanding,than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications.

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