Journal of Brand Management

Journal Information
ISSN / EISSN : 1350-231X / 1479-1803
Published by: Springer Nature (10.1057)
Total articles ≅ 1,394
Current Coverage
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SSCI
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Latest articles in this journal

, Byoungho Ellie Jin
Published: 14 October 2021
Journal of Brand Management pp 1-9; https://doi.org/10.1057/s41262-021-00256-4

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Ramazan Kurtoğlu, , Pınar Hacıhasanoğlu
Published: 14 October 2021
Journal of Brand Management pp 1-13; https://doi.org/10.1057/s41262-021-00257-3

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, Rita Cavalheiro
Published: 6 October 2021
Journal of Brand Management pp 1-14; https://doi.org/10.1057/s41262-021-00254-6

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, Xiao Tong, Hsiangting Shatina Chen
Published: 29 September 2021
Journal of Brand Management pp 1-23; https://doi.org/10.1057/s41262-021-00252-8

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Published: 28 August 2021
Journal of Brand Management pp 1-15; https://doi.org/10.1057/s41262-021-00247-5

The publisher has not yet granted permission to display this abstract.
Renée Rahman, ,
Published: 26 July 2021
Journal of Brand Management pp 1-34; https://doi.org/10.1057/s41262-021-00237-7

Abstract:
Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.
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