Understanding lovemark brands dimensions and effect on brand loyalty in high-technology products
Authors: Giovanis, Apostolos 
Athanasopoulou, Pinelopi 
Issue Date: 12-Dec-2018
Journal: Spanish Journal of Marketing - ESIC 
Volume: 22
Issue: 3
Keywords: Brand love, Brand loyalty, Brand respect, Branding, High-technology products, Lovemarks
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.
ISSN: 2444-9709
2444-9695
DOI: 10.1108/SJME-07-2018-0035
URI: https://uniwacris.uniwa.gr/handle/3000/2505
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
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