scholarly journals Understanding The Influence of Brand Jealousy, Brand Love and Materialism Towards Willingness to Pay Premium: Study On Coach's Handbag

2019 ◽  
Author(s):  
Ilma Wulansari Hasdiansa ◽  
Tengku Ezni Balqiah
Keyword(s):  
Willingness To Pay ◽  
Brand Love

The impact of brand personality on consumer behavior: the role of brand love

2019 ◽  
Vol 23 (1) ◽  
pp. 30-47 ◽  
Author(s):  
Cristela Maia Bairrada ◽  
Arnaldo Coelho ◽  
Viktoriya Lizanets
Keyword(s):  
Consumer Behavior ◽  
Willingness To Pay ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Negative Information ◽  
Active Engagement ◽  
Self Disclosure ◽  
Brand Love ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to analyze the influences of brand personality on consumer behavior, with a special emphasis on the brand love construct. The aim is to expand upon existing literature in the field of branding, investigating the relationship between brand love and brand personality through experiential approaches to consumer behavior. Design/methodology/approach The conceptual model and the analysis of related hypotheses were based on a sample of 478 Portuguese clothing brand consumers. The data were collected using an online survey and the data analysis was done using the structural equations modeling. Findings The results show that brand personality has a positive and significant impact on brand love, resistance to negative information and self-disclosure and brand love has a positive and significant impact on brand loyalty, word-of-mouth, resistance to negative information, willingness to pay more, self-disclosure and active engagement. Research limitations/implications This study has some methodological limitation affecting its potential contributions. This investigation has a cross-sectional nature and only tested a few variables as consequences of brand personality. Practical implications This investigation provides evidence of the major impacts of both brand personality and brand love, showing how they combine to boost relevant outcomes like brand loyalty, WOW, willingness to pay more, resistance to negative information, self-disclosure or active engagement. Originality/value The originality of this research is related to three fundamental aspects: it is the first time the relationship between brand personality and brand love is tested using second-order modeling to capture the combined effects of all dimensions of brand personality; the influence of brand personality is usually related to attitudes (e.g. word-of-mouth, willingness to pay more, etc.) and not with feelings, such as love, the most powerful feeling that can be established between two people or between a person and a brand (in the case of brand love); and the authors tested brand love by linking brand personality and some traditional relational outcomes under the assumption that brand love can strengthen such relationships.

scholarly journals Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide

2020 ◽  
Vol 12 (5) ◽  
pp. 2134 ◽  
Author(s):  
Kiattipoom Kiatkawsin ◽  
Ian Sutherland
Keyword(s):  
Willingness To Pay ◽  
Customer Loyalty ◽  
Service Performance ◽  
Brand Love ◽  
Revisit Intention ◽  
Brand Credibility ◽  
Loyalty Intentions ◽  
Brand Prestige

The study aims to investigate the formation of customer loyalty among luxury restaurant patrons in Korea. Moreover, the study investigated how the restaurants’ performance could contribute to the trust and sustainability of the Michelin restaurant guide’s reputation. The study identified meal experience, brand credibility, and brand love to influence customers’ revisit intention and willingness to pay a premium. The study surveyed 400 luxury restaurant patrons in Korea. The Michelin restaurant guide was used to classify fine dining restaurants. Measurement items from previously validated studies were adopted. The results of the study showed the meal experience scale satisfactorily measures service performance and leads to the formation of brand credibility. Subsequently, brand prestige and brand love significantly predicted customers’ loyalty intentions. Additionally, brand credibility helps form the trust of the Michelin guide and eventually predicts the long-term reputation of the guide.

scholarly journals Consumer Brand Love for Luxury Brands in India

2020 ◽  
Vol 68 (1) ◽  
pp. 189-197 ◽  
Author(s):  
Maria Kostritsa ◽  
Hildegard Liebl ◽  
Rupert Beinhauer ◽  
Jana Turčínková
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Price Premium ◽  
Future Research ◽  
Positive Word ◽  
Luxury Brands ◽  
Convenience Sample ◽  
Brand Love ◽  
Positive Word Of Mouth

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.

scholarly journals PERAN KECINTAAN MEREK DALAM MEMBANGUN HUBUNGAN DENGAN PELANGGAN (Studi pada Pengguna iPhone di Denpasar)

2018 ◽  
pp. 1723
Author(s):  
I Dewa Gede Kresna Wirawan ◽  
I Putu Gde Sukaatmadja
Keyword(s):  
Willingness To Pay ◽  
Word Of Mouth ◽  
Least Square Method ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Commitment ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Love ◽  
Premium Price

The purpose of this study is to examine the role of brand love with a causal approach and factors that build consumer brand relationships (brand identification, brand trust and brand commitment) that impact on word-of-mouth and willingness to pay premium prices on iPhone users. Testing hypothesis research using Partial Least Square method with a sample of 100 people who are domiciled in Denpasar. Determination of sample with nonprobability sampling method, that is purposive sampling, with respondent criterion that use smartphone iPhone for last 2 years. The findings in this study indicate that brand identification has a positive and significant impact on brand love and brand commitment. Brand trust has a positive and significant impact on brand love and brand commitment. Brand love has a positive and significant impact on brand commitment, word-of-mouth, and willingness to pay at a premium price. Brand commitment has a positive and significant effect on word-of-mouth and on willingness to pay at a premium price. This study has implications that it is important for management to increase brand awareness of the iPhone so that users can easily recognize the brand through product form, product durability, and sophistication. This will impact on a positive assessment of the iPhone and increase the user's emotional so users see the iPhone is the best brand.

scholarly journals PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP WILLINGNESS TO PAY A PRICE PREMIUM DENGAN BRAND LOVE SEBAGAI VARIABEL INTERVENING (Studi Pada Pemilik Mobil Merek Honda HRV di Samarinda)

2020 ◽  
Vol 3 (2) ◽  
pp. 71
Author(s):  
Mega Aulianda
Keyword(s):  
Willingness To Pay ◽  
Brand Image ◽  
Price Premium ◽  
Brand Experience ◽  
Brand Love ◽  
Analysis Techniques ◽  
Business People ◽  
Premium Price ◽  
Pls Analysis ◽  
Area Data

This study aims to determine the effect of brand experience and brand image on the willingness to pay a premium price for Honda HRV products in Samarinda mediated by brand love variable. Data collection in this study was carried out by using an instrument in the form of a set of questionnaires distributed to 95 owners of Honda HRV cars within Samarinda area. Data from the questionnaires were subsequently analyzed using SEM-PLS analysis techniques with the help of the smartpls version 3.9 program. Based on the results of the analysis in this study, it is obtained that directly, brand experience, brand image and brand love have positive and significant effects on the willingness to pay a premium price. The results of the analysis also showed that brand experience and brand image have positive and significant effects on brand love; and brand love proved to be able to mediate the indirect effect of brand experience and brand image on the willingness to pay a premium price for Honda HRV product consumers. The findings of this study indicate that the better the brand image of Honda HRV and the higher brand experience of Honda HRV consumers, the higher the brand love of consumers which will further increase the desire of consumers to buy HRV products even at high prices. Theoretically, the findings of this study are in accordance with some previous researches and existing theories. Practically the findings of this research are expected to be a scientific reference for business people in automotive sector, especially in Samarinda to build brands effectively and efficiently.   Keywords : Brand Experience, Brand Image, Willingness To Pay a Price Premium,  Brand Love

scholarly journals PENGARUH BRAND PASSION, BRAND COMMITMENT DAN BRAND INTIMACY TERHADAP REPURCHASE INTENTION, POSITIVE WOM DAN PAY PRICE PREMIUM

2020 ◽  
Vol 16 (1) ◽  
pp. 7
Author(s):  
Ali Wardhana ◽  
Samuel Shwan Tera
Keyword(s):  
Willingness To Pay ◽  
Positive Relationship ◽  
Primary Data ◽  
Brand Commitment ◽  
Repurchase Intention ◽  
Brand Love ◽  
Repurchase Intentions ◽  
Premium Price ◽  
High Level ◽  
Brand Intimacy

Amid the pressures of industrial competition, emotions from consumers can be an unlimited resource that can create good opportunities. A brand can no longer be seen merely as an identity but as a relationship with consumers. Therefore, manufacturers are expected to wrap these emotions into a brand through the brand love concept. The usage of the concept of brand love is not without reason, but because brand love is the best representation of high-level constructs, one of which includes emotions. Thus this research aims to see how brand passion, brand intimacy and brand commitment build brand love and then have an impact on repurchase intentions, positive WOM and willingness to pay at premium prices on Samsung brands. This study uses primary data obtained through random questionnaire distribution and using target respondents of Samsung brand smartphone users. The results of this study indicate that brand love can be built well by brand passion, brand intimacy and brand commitment which are its dimensions. Brand love also shows that there is a positive relationship with intention to repurchase, positive WOM and willingness to pay at premium price. If it is more detailed then this study can conclude that brand commitment has the biggest contribution in building brand love and the biggest impact of brand love is positive WOM

scholarly journals PENGARUH BRAND LOVETERHADAP BRAND LOYALTYDAN WILLINGNESS TO PAY PREMIUM PRICE(Studi Pada Konsumen Starbucks di Kota Surabaya)

2021 ◽  
Vol 4 (1) ◽  
pp. 384-392
Author(s):  
M.Ivan Efendi ◽  
◽  
Siti Ning Farida ◽  
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Partial Least Square ◽  
Least Square ◽  
Validity And Reliability ◽  
Brand Love ◽  
Premium Price ◽  
Positive Effect

Brands have an important role for the continuity of a business, because current and future marketing is a competition between brands to seize consumers through brands. Brand love is a market phenomenon that refers to the deep or intense emotions a customer experiences in relation to a particular brand. This emotional attachment can later make consumers loyal to a brand. This study aims to determine the effect of brand love on brand loyalty and willingness to pay premium price of Starbucks consumers in Surabaya. The research method used is quantitative methods. The population in this study were Starbucks consumers in Surabaya. The number of samples used was 100 respondents using purposive sampling method. The data testing method used are validity and reliability test. The data analysis technique used is the structural equation model partial least square (SEM PLS). Calculation of data using Smart PLS ver. 3. Based on the research results, it can be seen that brand love has a positive effect on brand loyalty, brand loyalty has a positive effect on willingness to pay premium price, and brand love has a positive effect on willingness to pay premium price for Starbucks consumers in Surabaya.Keywords: Brand Love, Brand Loyalty, Willingness to Pay Premium Price

scholarly journals Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elaine Wallace ◽  
Pedro Torres ◽  
Mário Augusto ◽  
Maryana Stefuryn
Keyword(s):  
Social Media ◽  
Willingness To Pay ◽  
Critical Role ◽  
Brand Identification ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Young Consumers ◽  
Premium Price

Purpose Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media. Design/methodology/approach Data from a study of 332 followers of brands on social media were analysed using structural equation modelling. Findings Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved. Practical implications Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price. Originality/value The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

scholarly journals When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mauricio Santos ◽  
Walesska Schlesinger
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Experience ◽  
Television Industry ◽  
Brand Love ◽  
Content Type ◽  
Emotional Bonds ◽  
Premium Price ◽  
The Impact

Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Subjective Time Preference and Willingness to Pay for an Energy-Saving Durable Good

2001 ◽  
Vol 32 (3) ◽  
pp. 133-141 ◽  
Author(s):  
Gerrit Antonides ◽  
Sophia R. Wunderink
Keyword(s):  
Willingness To Pay ◽  
Energy Saving ◽  
Subjective Time ◽  
Durable Good ◽  
Discount Function ◽  
Hyperbolic Discount ◽  
The One ◽  
Two Parameter ◽  
Difference Effect ◽  
Better Than

Summary: Different shapes of individual subjective discount functions were compared using real measures of willingness to accept future monetary outcomes in an experiment. The two-parameter hyperbolic discount function described the data better than three alternative one-parameter discount functions. However, the hyperbolic discount functions did not explain the common difference effect better than the classical discount function. Discount functions were also estimated from survey data of Dutch households who reported their willingness to postpone positive and negative amounts. Future positive amounts were discounted more than future negative amounts and smaller amounts were discounted more than larger amounts. Furthermore, younger people discounted more than older people. Finally, discount functions were used in explaining consumers' willingness to pay for an energy-saving durable good. In this case, the two-parameter discount model could not be estimated and the one-parameter models did not differ significantly in explaining the data.

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