Extending the concept of brand love with bodily dimension
Keywords:
brand love, brand loving, conceptualisation, destination branding, embodimentAbstract
This study extends the conceptualization of brand love to include a bodily dimension. Current conceptualizations including three dimensions of emotional, behavioural, and cognitive dimensions are insufficient in understanding particularly the relationships consumers have with destination brands. This abductive study on destination branding shows the importance of bodily dimension in brand love. Moreover, the study extends the understanding of brand love, not only as a static outcome of a consumer-brand relationship, but as a process of loving a
brand.
References
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Batra, R., Ahuvia, A. C., & Bagozzi, R. (2012) Brand love. Journal of Marketing, 76(2), 1–16.
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018) Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877.
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Kovács, G., & Spens, K. M. (2005) Abductive reasoning in logistics research. International Journal of Physical Distribution & Logistics Management, 35(2), 132–144.
Kuuru, T-K., & Närvänen, E. (2019) Embodied interaction in customer experience: a phenomenological study of group fitness. Journal of Marketing Management, 35(13–14), 1241–1266.
Langley, A. & Tsoukas, H. (2010) Introducing perspectives on process organization studies. In Process, sensemaking, and organizing, Ed. Hernes, T & Maitlis, S. Oxford University Press, 1–26.
Lv, X., & Wu, A. (2021) The role of extraordinary sensory experiences in shaping destination brand love: an empirical study. Journal of Travel & Tourism Marketing, 38(2), 179–193.
Roper, S., Iglesias, O., & Rodrigues, C. (2019) Sensory branding: Special issue following the 12th Global Brand Conference, Linnaeus University, Sweden. Journal of Business Research, 96, 340–342.
Smallman, C. & Moore, K. (2010) Process studies of tourists’ decision-making. Annals of Tourism Research, 37(2), 397–422.
Stevens, L., Maclaran, P., & Brown, S. (2019). An embodied approach to consumer experiences: The Hollister brandscape. European Journal of Marketing, 53(4), 806–828.
Swanson, K. (2017). Destination brand love: managerial implications and applications to tourism businesses. Journal of Place Management and Development, 10(1), 88–97.
Thomson, M., MacInnis, D. J., Park, C. W. (2005) The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, Vol. 15 (1), 77–91.
Wallpach, S. & Kreutzer, M. (2013) Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory methaphors. Journal of Business Research, 66, 1325–1331.
Zhang, J., Beatty, S. E., & Mothersbaugh, D. (2010) A CIT investigation of other customers’ influence in services. Journal of Services Marketing, 24(5), 389–399.
Andrews, H. (2005) Feeling at home: Embodying Britishness in a Spanish charter tourist resort. Tourist Studies, 5(3), 247–266.
Batra, R., Ahuvia, A. C., & Bagozzi, R. (2012) Brand love. Journal of Marketing, 76(2), 1–16.
Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018) Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877.
Carroll, B. A., & Ahuvia, A. C. (2006) Some antecedents and outcomes of brand love. Marketing Letters, 17, 79–89.
Cohen, E. & Cohen, S. A. (2012) Current sociological theories and issues in tourism. Annals of Tourism Research, 39(4), 2177–2202.
Connors, S., Khamitov, M., Thomson, M., & Perkins, A. (2021) They’re just not that into you: how to leverage existing consumer brand relationships through social psychological distance. Journal of Marketing, 85(5), 92–108.
Fournier, S. (1998) Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24 (4), 343–73.
Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934.
Iglesias, O., Markovic, S., & Rialp, J. (2019) How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee emphathy. Journal of Business Research, 96, 343–354.
Kovács, G., & Spens, K. M. (2005) Abductive reasoning in logistics research. International Journal of Physical Distribution & Logistics Management, 35(2), 132–144.
Kuuru, T-K., & Närvänen, E. (2019) Embodied interaction in customer experience: a phenomenological study of group fitness. Journal of Marketing Management, 35(13–14), 1241–1266.
Langley, A. & Tsoukas, H. (2010) Introducing perspectives on process organization studies. In Process, sensemaking, and organizing, Ed. Hernes, T & Maitlis, S. Oxford University Press, 1–26.
Lv, X., & Wu, A. (2021) The role of extraordinary sensory experiences in shaping destination brand love: an empirical study. Journal of Travel & Tourism Marketing, 38(2), 179–193.
Roper, S., Iglesias, O., & Rodrigues, C. (2019) Sensory branding: Special issue following the 12th Global Brand Conference, Linnaeus University, Sweden. Journal of Business Research, 96, 340–342.
Smallman, C. & Moore, K. (2010) Process studies of tourists’ decision-making. Annals of Tourism Research, 37(2), 397–422.
Stevens, L., Maclaran, P., & Brown, S. (2019). An embodied approach to consumer experiences: The Hollister brandscape. European Journal of Marketing, 53(4), 806–828.
Swanson, K. (2017). Destination brand love: managerial implications and applications to tourism businesses. Journal of Place Management and Development, 10(1), 88–97.
Thomson, M., MacInnis, D. J., Park, C. W. (2005) The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, Vol. 15 (1), 77–91.
Wallpach, S. & Kreutzer, M. (2013) Multi-sensory sculpting (MSS): Eliciting embodied brand knowledge via multi-sensory methaphors. Journal of Business Research, 66, 1325–1331.
Zhang, J., Beatty, S. E., & Mothersbaugh, D. (2010) A CIT investigation of other customers’ influence in services. Journal of Services Marketing, 24(5), 389–399.
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Published
2022-08-10
Issue
Section
5.3 Emotions within and between Organizations
