6533b874fe1ef96bd12d62b6

RESEARCH PRODUCT

Brand love and positive word of mouth : the moderating effects of experience and price

Juha MunnukkaKarjaluoto HeikkiKatrine Kiuru

subject

Marketingmedia_common.quotation_subject05 social sciencesWord of mouthAdvertisingProduct typepriceself-expressivenesshedonic productexperienceExtended modelOriginalityManagement of Technology and Innovationluottamus0502 economics and businessbrand love050211 marketingword of mouthPsychologyAssociation (psychology)050203 business & managementmedia_common

description

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

yearjournalcountryeditionlanguage
2016-09-19
http://urn.fi/URN:NBN:fi:jyu-201609264204