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Relevance of the Higher-Order Brand Love Prototype in a Service Context

Author

Listed:
  • Rios Rosa E.

    (Business College, Victoria University Faculty of Business and Law, Melbourne, Victoria, Australia)

  • Riquelme Hernan E.

    (Business School, La Trobe University – Bundoora Campus,Bundoora, Melbourne3086, Victoria, Australia)

  • Sinno Abdulaziz

    (Business, Kuwait Maastricht Business School, Dasma, Kuwait)

Abstract

A third-order composite model of brand love prototype is tested using Partial Least Squares (PLS) in a service consumption business: branded coffee outlets. Notable differences are found between the brand love prototype for products reported in literature and a service. The differences reside in the self-brand integration dimension, long-term relationship, and attitude valence. The self-brand integration dimension appears to carry little weight, compared to all the other dimensions of the brand love prototype, in the service. Consumers purchase products that self-enhance their own image, but for services, the self-brand integration may be more challenging to be perceived as relevant.

Suggested Citation

  • Rios Rosa E. & Riquelme Hernan E. & Sinno Abdulaziz, 2020. "Relevance of the Higher-Order Brand Love Prototype in a Service Context," Review of Marketing Science, De Gruyter, vol. 18(1), pages 1-19, September.
    • Handle: RePEc:bpj:revmkt:v:18:y:2020:i:1:p:1-19:n:2
    DOI: 10.1515/roms-2019-0061
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    References listed on IDEAS

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