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Consumer Brand Love for Luxury Brands in India

Author

Listed:
  • Maria Kostritsa

    (Institute of International Management, FH-Joanneum, Eggenberger Allee 11, 8020 Graz, Austria)

  • Hildegard Liebl

    (Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic)

  • Rupert Beinhauer

    (Institute of International Management, FH-Joanneum, Eggenberger Allee 11, 8020 Graz, Austria)

  • Jana Turčínková

    (Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic)

Abstract

To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories.

Suggested Citation

  • Maria Kostritsa & Hildegard Liebl & Rupert Beinhauer & Jana Turčínková, 2020. "Consumer Brand Love for Luxury Brands in India," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 68(1), pages 189-197.
    • Handle: RePEc:mup:actaun:actaun_2020068010189
    DOI: 10.11118/actaun202068010189
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    References listed on IDEAS

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    1. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Noël Albert & Dwight Merunka & Pierre Valette-Florence, 2008. "When consumers love their brands: Exploring the concept and its dimensions," Post-Print hal-01822299, HAL.
    4. Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre, 2008. "When consumers love their brands: Exploring the concept and its dimensions," Journal of Business Research, Elsevier, vol. 61(10), pages 1062-1075, October.
    5. John Rossiter, 2012. "A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking," Marketing Letters, Springer, vol. 23(3), pages 905-916, September.
    6. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 171-184, June.
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