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How deep is your love? The brand love-loyalty matrix in consumer-brand relationships

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  • Robertson, Jeandri
  • Botha, Elsamari
  • Ferreira, Caitlin
  • Pitt, Leyland

Abstract

Brand love is an often ignored, yet important dimension in consumer-brand relationships. Especially consumer-brand relationships with masstige brands that are hedonic and symbolic in nature. Using an experimental design (n = 465), this study investigated the interplay between brand love and brand loyalty, and its impact on brand equity. Contrary to current literature, the findings indicate that consumers can develop brand love without being loyal to a brand and can exhibit high brand love without purchasing from the brand. Brand love had a greater impact on brand equity than brand loyalty, and both brand love and brand equity diminished when consumers experienced brand betrayal. The brand love-loyalty matrix shows the interplay between these constructs for masstige brand relationships and can be used to increase market share. Finally, a decision tree is provided to guide the growth decisions of luxury brands who want to embark on a masstige strategy.

Suggested Citation

  • Robertson, Jeandri & Botha, Elsamari & Ferreira, Caitlin & Pitt, Leyland, 2022. "How deep is your love? The brand love-loyalty matrix in consumer-brand relationships," Journal of Business Research, Elsevier, vol. 149(C), pages 651-662.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:651-662
    DOI: 10.1016/j.jbusres.2022.05.058
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    3. Alić Adi & Činjarević Merima & Maktouf-Kahriman Nedžla, 2022. "Exploring the antecedents of masstige purchase behaviour among different generations," Management & Marketing, Sciendo, vol. 17(3), pages 255-271, September.
    4. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    5. Richa MISRA & Ekta AGGARWAL & Renuka MAHAJAN & Anurupa B SINGH, 2024. "Branded Luxury Jewellery New Expression: An Interaction Of Femvertising, Brand Image And Brand Love," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 16(2), pages 66-79, June.
    6. Ittefaq, Huma & Akhtar, Naeem & Siddiqi, Umar Iqbal & Islam, Tahir & Kuzior, Aleksandra, 2024. "The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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