DC Field | Value | Language |
---|---|---|
dc.contributor.author | Giovanis, Apostolos | - |
dc.contributor.author | Athanasopoulou, Pinelopi | - |
dc.date.accessioned | 2024-06-07T11:10:56Z | - |
dc.date.available | 2024-06-07T11:10:56Z | - |
dc.date.issued | 2018-12-12 | - |
dc.identifier | scopus-85064923484 | - |
dc.identifier.issn | 2444-9709 | - |
dc.identifier.issn | 2444-9695 | - |
dc.identifier.other | 85064923484 | - |
dc.identifier.uri | https://uniwacris.uniwa.gr/handle/3000/2505 | - |
dc.description.abstract | Purpose – The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them. Design/methodology/approach – On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbooks and tablets) in Greece, partial least squares method is used to test the validity of the proposed hierarchical model. Findings – Results show that a lovemark measure can be conceptualized as a third-order reflective construct having respect and love as its second-order dimensions. In turn, respect reflects on brand performance, trust and reputation, and love reflects on brand commitment, intimacy and passion. The proposed measure presents a very good external validity as it can explain big portions of variance in consumer responses including repurchase intentions, positive WOM and willingness to pay a price premium. Finally, the proposed measure is used to classify eight well-known devices as products, fads, brands and lovemarks and identify the love styles associated with brand relationships. Originality/value – This paper provides empirical evidence for measuring and identifying lovemarks using a hierarchical model, which can be further used to develop a more effective strategy for managing the functional and emotional aspects of brands to strengthen consumer-brand relationships. | en_US |
dc.language.iso | en | en_US |
dc.relation.ispartof | Spanish Journal of Marketing - ESIC | en_US |
dc.subject | Brand love | en_US |
dc.subject | Brand loyalty | en_US |
dc.subject | Brand respect | en_US |
dc.subject | Branding | en_US |
dc.subject | High-technology products | en_US |
dc.subject | Lovemarks | en_US |
dc.title | Understanding lovemark brands dimensions and effect on brand loyalty in high-technology products | en_US |
dc.type | Article | en_US |
dc.identifier.doi | 10.1108/SJME-07-2018-0035 | en_US |
dc.identifier.scopus | 2-s2.0-85064923484 | - |
dcterms.accessRights | 1 | en_US |
dc.relation.dept | Department of Business Administration | en_US |
dc.relation.faculty | School of Administrative, Economics and Social Sciences | en_US |
dc.relation.volume | 22 | en_US |
dc.relation.issue | 3 | en_US |
dc.identifier.spage | 273 | en_US |
dc.identifier.epage | 295 | en_US |
dc.collaboration | University of West Attica (UNIWA) | en_US |
dc.journals | Open Access | en_US |
dc.publication | Peer Reviewed | en_US |
dc.country | Greece | en_US |
local.metadatastatus | verified | en_US |
item.cerifentitytype | Publications | - |
item.languageiso639-1 | en | - |
item.openairetype | Article | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.fulltext | No Fulltext | - |
item.grantfulltext | none | - |
crisitem.author.dept | Department of Business Administration | - |
crisitem.author.faculty | School of Administrative, Economics and Social Sciences | - |
crisitem.author.orcid | 0000-0003-1028-146X | - |
crisitem.author.parentorg | School of Administrative, Economics and Social Sciences | - |
Appears in Collections: | Articles / Άρθρα |
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