• صفحه اصلی
  • Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust

اشتراک گذاری

آدرس مقاله


کد مقاله : 663864 بازدید : 230 صفحه: 55 - 67

نوع مقاله: پژوهشی

Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust

محورهای موضوعی : policy making

hossein hajibabaei 1 (Department of business management, Central Tehran Branch, Islamic Azad university, Tehran, Iran.)
Hassan Esmailpur 2 (Department of business management, Central Tehran Branch ,Islamic Azad university, Tehran, Iran.)

تاریخ دریافت : 1397/12/21 تاریخ پذیرش : 1397/12/21 تاریخ انتشار : 1396/12/10

کلید واژه: * Self-expressive brand, * Self-brand integration, * Brand passion, * Brand trust,

چکیده مقاله :

In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to provide marketing strategies based on these perceptions and to provide long-term management of markets. First, and according to the review of literature, the research model was developed and tested. The research populations were from universities, shopping centers and customers who referred to brand agencies. The random sampling and questionnaire were used. The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust. On the other hand self-expression can affect brand trust and a brand self-brand integration. It also showed that self-brand integration has a significant relationship with brand trust. Marketing managers in order to properly and strategically manage a market and design marketing strategies need to appropriately consider the emotional variables and use them.

چکیده انگلیسی:

منابع و مأخذ:


References

  1. Albert, N., & Merunka,D.(2013). The role of brand love in consumer-brand Relationships. Journal of Consumer Marketing, 30(3), 258–266.
    2.
  2. Ahuvia, A. C., Batra, R., & Bagozzi, R. P. (2009). Love desire andidentity: Conditional integration theory of the love of things. New York: ME Sharpe.
    3.
  3. Aurier, P., & N’Goala, G. (2010). The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science, 38(3): 303–325.
    4.
  4. Ahmed, Z., Rizwan, M.,& Ahmad, M.(2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research,5(1),306-326.
    5.
  5. Aro, K., Suomi, K.,& Saraniemi, S .(2018). Antecedents and consequences of destination brand love d A case study from Finnish Lapland. Tourism Management, 67,71-81.
    6.
  6. Aaker, D. A. (2014). Aaker on branding. New York: Morgan James.
    7.
  7. Bengtsson, A. (2003).Towards a critique of brand relationships. Advances in Consumer Research, 30, 154-158.
    8.
  8. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
    9.
  9. Broadbent, S.(2012). Brand Love in Sport: Antecedents and Consequences, Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy, Deakin University.
    10.
  10. Brown,J .,&  Alnawas, I.(2016). Service quality and brand loyalty The mediation effect of brand passion, brand affection and self-brand connection. International Journal of Contemporary Hospitality Management,28(12), 2771-2794.
    11.
  11. Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2016). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14.
    12.
  12. Batra,R., Ahuvia,A.,& Bagozzi ,R.(2012). Brand Love. Journal of Marketing, 76(2), 1-16.
    13.
  13. Bergkvist, L.,& Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17(7), 504-518.
    14.
  14. Becerra, E.P., & Korgaonkar, P.K. (2011). Effects of trust beliefs on consumers’ online intentions. European Journal of Marketing, 45(6), 936-962.
    15.
  15. Becerra, E., & Badrinarayanan, V.(2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5),371–383.
    16.
  16. Boisvert, J., & Burton, S.(2011). Towards a better understanding of factors affecting transfer of brand associations. Journal of Consumer Marketing ,28(1), 57-66.
    17.
  17. Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: The moderating role of length of relationship. Journal of Service Marketing, 16, 35–50.
    18.
  18. Chinomona, R.(2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa, African Journal of Economic and Management Studies,7(1), 124-139.
    19.
  19. Chaudhuri, A.(2002). Product-class effects on brand commitment and brand outcomes:The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33–58
    20.
  20. Chaudhuri, A., & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
    21.
  21. Carroll, B.A., & Ahuvia, A.C. (2006).Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
    22.
  22. Ching Chen, S.,& Quester, P.G. (2015). The relative contribution of love and trust towards customer loyalty. Australasian Marketing Journal, 23(1), 13–18.
    23.
  23. Delgado,E., Palazóna,M., Pelaez,J.(2017). This anthropomorphised brand is so loveable: The roleof self-brand integration. Spanish Journal of Marketing,21(2), 1-13.
    24.
  24. Delgado, E., & . Munuera, J.(2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management, 14(3), 187–196.
    25.
  25. Delassus,V.,& Descotes,R.(2013). Brand name change: Can trust and loyalty be transferred?. Journal of Brand Management,20(8), 656–669.
    26.
  26. Davari, A.,& Rezazadeh, A. (2016). Structural equation modeling with PLS .Tehran: Jahad daneshgahi.
    27.
  27. Escalas, J. E., & Bettman, J. R. (2005).Self-construal, reference groups, and brand meaning.Journal of Consumer Research, 32(3), 378-389.
    28.
  28. Ferell, O.C. (2004). Business ethics and customer stakeholders. The Academy of Management Executive, 18(2), 121–125.
    29.
  29. Fornell, C.,& Larcker, D.F. (1981). Evaluating structural equation models with nobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
    30.
  30. Grace, D.,& O’Cass, A.(2002).Brand associations:looking through the eye of the beholder. Qualitative Market Research: An International Journal,5(2), 96-111.
    31.
  31. Kabadayi,E., & Alan,A.(2012).Brand trust and brand affect: their strategic importance on brand loyalty. Journal of Global Strategic Management,6(1),80-88.
    32.
  32. Heinrich, D., Albrecht, C.M., & Bauer, H. H. (2012). Love actually?Measuring and exploring consumers’ brand love in Antecedents of emotional attachment to brands. Kentucky: Routledge.
    33.
  33. Huang,C.(2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust, Journal of Management History,55(5),915-934.
    34.
  34. Hegner, S. ,& Jevons, C.(2016).Brand trust: a cross-national validation in Germany, India, and South Africa Journal of Product & Brand Management,25(1),58–68
    35.
  35. Helmig, B., Huber, J.A.,& Leeflang , P. (2007). Explaining behavioural intentions toward co-branded products. Journal of Marketing Management, 23(3), 285-304.
    36.
  36. Hua, M., Qiub, P., Wanc, F.,& Stillmand, T.(2018). Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences. Journal of Business Research,90(1),164-170.
    37.
  37. Hajibabaei, H.,Esmailpour, H.,& Fallahshams, M.(2017). Study of hidden layers of consumer behavior: Interaction Enneagram and brand emotional dimensions. Iranian journal of management sciences,11(44),103-126.
    38.
  38. Lastovicka, J.L.,& Sirianni, N.J. (2011). Truly, madly, deeply: consumers in the throes of material possession love. Journal of Consumer Research,38(2),323-342.
    39.
  39. Muniz, A.M.,& Hamer, L.O. (2001).Us versus Them: oppositional brand loyalty and the cola wars. Advances in Consumer Research,28(1), 355-361.
    40.
  40. Orth, U. R., Limon, Y., & Rose, G. (2010). Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(1), 1202–1208.
    41.
  41. Park, C.W., Eisingerich, A.B.,& Park, J.W. (2013), “Attachment-aversion (AA) model of customer-brand relationships. Journal of Consumer Psychology, 23(2),229-248.
    42.
  42. Perepelkin, J.,& Di Zhang, D. (2011). Brand personality and customertrust in community pharmacies. International Journal of harmaceutical and Healthcare Marketing,5(3): 175-193.
    43.
  43. Ruane, L.,& Wallace,E.(2015). Brand tribalism and self-expressive brands: social influences and brand outcomes. Journal of Product & Brand Management, 24 (4),1-40.
    44.
  44. Reimann, M.,& Aron, A. (2009).Self-expansion motivation andinclusion of brands in self. New York:Society for Consumer Psychology.
    45.
  45. Ranfagni, S.,& Guercini, S.(2014). An interdisciplinary method for brand association research. Management Decision, 52(4),724-736.
    46.
  46. Roy.S.,Eshghi,A.,&Sarkar,A.(2013).Antecedents and consequences of brand love. Journal of Brand Management, 20(4),325-332.
    47.
  47. Ross, S. D., James, J. D., & Vargas, P. (2006). Development of a Scale to Measure Team Brand Associations in Professional Sport. Journal of Sport Management, 20(2), 260-279.
    48.
  48. Schmitt, B. (2013).The consumer psychology of customer brand relationships: extending the AA relationship model. Journal of Consumer Psychology,23(2),249-252.
    49.
  49. Swaminathan, V., Stilley, K., & Ahluwalia, R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35(1), 985–1002.
    50.
  50. Sarkar, A.,& Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24–32.
    51.
  51. Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumer-brand relationship. Management & Marketing Challenges for the Knowledge Society, 6(1), 79-94.
    52.
  52. Sung, Y.,& Kim, J.(2010). Effects of Brand Personality on Brand Trust and Brand Affect. Psychology & Marketing. 27(7), 639–661.
    53.
  53. Schembri, S., Merrilees, B., & Kristiansen, S. (2010).Brand Consumption and the Narrative Self. Psychology and Marketing,27(6), 623-638.
    54.
  54. Steinberg,R.J.(1986).A Triangular Theory of Love. Psychological Review,93(2),119-135.
    55.
  55. Shimp, T.A.,& Madden, T.J. (1988). Consumer-object relations: a conceptual framework based analogously on Sternberg’s triangular theory of love. Advances in Consumer Research, 15(1), 163-168.
    56.
  56. Unala, S.,& Aydn, H.(2013). An Investigation on the Evaluation of the Factors Affecting Brand Love.Procedia-Social and Behavioral Sciences, 92(1), 76 – 85.
    57.
  57. Whang,Y., Allen,J., Sahoury,N., & Zhang,H.(2004). Falling in Love with a Product: The Structure of a Romantic Consumer-Product Relationship. Journal of Advances in Consumer Research,31(1),320-327.
    58.
  58. Yao, Q., Chen, R.,& Xu, X.(2015).consistency between consumer personality and brand personality influences brand attachment. Social behavior and personality,45(9), 1419–1428.
    59.
  59. Yi Lin, L.(2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management,28(1): 57–66.
    60.

سکوی نشر دانش

سند یا سکوی نشر دانش ،سامانه ای جهت مدیریت حوزه علمی و پژوهشی نشریات دانشگاه آزاد می باشد

پیوندهای سایت

مراکز مرتبط

پشتیبانی

صفحات رسمی

حقوق این وب‌سایت متعلق به سامانه مدیریت نشریات دانشگاه آزاد اسلامی است.
حق نشر © 1403-1400

صفحه اصلی| عضویت/ ورود| درباره سند| تماس با ما|
[English] [العربية] [en] [ar]