DC FieldValueLanguage
dc.contributor.authorGiovanis, Apostolos-
dc.contributor.authorAthanasopoulou, Pinelopi-
dc.date.accessioned2024-06-07T11:10:56Z-
dc.date.available2024-06-07T11:10:56Z-
dc.date.issued2018-12-12-
dc.identifierscopus-85064923484-
dc.identifier.issn2444-9709-
dc.identifier.issn2444-9695-
dc.identifier.other85064923484-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2505-
dc.description.abstractPurpose – 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.isoenen_US
dc.relation.ispartofSpanish Journal of Marketing - ESICen_US
dc.subjectBrand loveen_US
dc.subjectBrand loyaltyen_US
dc.subjectBrand respecten_US
dc.subjectBrandingen_US
dc.subjectHigh-technology productsen_US
dc.subjectLovemarksen_US
dc.titleUnderstanding lovemark brands dimensions and effect on brand loyalty in high-technology productsen_US
dc.typeArticleen_US
dc.identifier.doi10.1108/SJME-07-2018-0035en_US
dc.identifier.scopus2-s2.0-85064923484-
dcterms.accessRights1en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume22en_US
dc.relation.issue3en_US
dc.identifier.spage273en_US
dc.identifier.epage295en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0003-1028-146X-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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