Suetrong, Prapatsorn, Pires, Guilherme D., Chen, Tom (2018) Conceptualising the effect of brand love on consumers' repurchase intentions for consumer products. Global Business and Economics Review, 20 (2). p. 213. ISSN 1097-4954. (doi:10.1504/GBER.2018.090073) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:107096)
The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication) | |
Official URL: https://doi.org/10.1504/GBER.2018.090073 |
Abstract
This conceptual paper discusses the theoretical intricacies of the relationship between brand love and consumers' repurchase intention. Consumer emotions towards brands, such as love and likeability, are seen as pivotal to longer-term consumer-brand relationships. Some marketing research advances the potential for brand love to generate positive consumer emotions towards a brand, such as consumer gratitude, directly impacting consumer repurchase intentions and, ultimately, improved business performance. However, there is research alerting for possible negative effects on consumers from building strong emotions, such that the implementation of brand love strategies by business must be exercised with caution and requires deep understanding of the concept. Are brand love and brand likeability distinct concepts with distinct effects on repurchases intentions? Considering types of products differentiated by their search, experience and credence qualities, a framework is developed to examine the relationship between brand likeability, brand love, and their relative effect on consumer repurchase intention. Attention is also given to consumer gratitude as a moderator of the effects of brand love on repurchase intentions.
Item Type: | Article |
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DOI/Identification number: | 10.1504/GBER.2018.090073 |
Subjects: | H Social Sciences |
Divisions: | Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business |
Depositing User: | Tom Chen |
Date Deposited: | 24 Sep 2024 11:44 UTC |
Last Modified: | 25 Sep 2024 13:21 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/107096 (The current URI for this page, for reference purposes) |
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