Abstract
Purpose
The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context.
Design/methodology/approach
An empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance.
Findings
The findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present.
Research limitations/implications
The paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously.
Practical implications
The paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude.
Originality/value
This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.
© 2016, Emerald Group Publishing Ltd. The attached document (embargoed until 14/11/2018) is an author produced version of a paper published in International Marketing Review, uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at http://www.emeraldinsight.com/doi/full/10.1108/IMR-11-2015-0238. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context.
Design/methodology/approach
An empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance.
Findings
The findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present.
Research limitations/implications
The paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously.
Practical implications
The paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude.
Originality/value
This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.
© 2016, Emerald Group Publishing Ltd. The attached document (embargoed until 14/11/2018) is an author produced version of a paper published in International Marketing Review, uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at http://www.emeraldinsight.com/doi/full/10.1108/IMR-11-2015-0238. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
| Original language | English |
|---|---|
| Pages (from-to) | 806-824 |
| Journal | International Marketing Review |
| Volume | 33 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 14 Nov 2016 |
Keywords
- Consumer behaviour
- Brand love
- Scale Development
- Brand Attitude
- Actual Brand Performance
- Cross-national research
