Embed Size (px)
Citation preview
Daniel Heinrich1
Love Actually? Investigating Consumers’ Brand Love
Daniel HeinrichCarmen-Maria AlbrechtHans H. Bauer
23 April 2010
1st International Colloquium on the Consumer-Brand Relationship
Daniel Heinrich2
Daniel Heinrich3
LOVE
LOVE
LOVE
LOVE
LOVE
LOVE
Daniel Heinrich4
Daniel Heinrich5
Relevance from a managerial point of view (1/2)
Consumers Brands Marketers
Consumers nowadays live in an
almost demystified world of
consumption
More and more people trying
to fill their lives with meaning
by consumption
Thus the role of consumption
has changed over the last
decades: hedonic consumption,
self-expressivness, symbolism,
consumtion as status and
prestige (e.g. Lasslop 2002)
Brands can provide such values
(hedonic value, prestige value,
symbolic values, etc.)
(e.g. Hirschman 1982;
Holbrok/Hirschman 1982;
Belk/Wallendorf/Sherry 1989)
Brands can become also an
important part of Individuals‘
lives. (e.g. Fournier 1998;
Belk 1988)
Emotions gain more and more
relevance in today’s brand
management and advertising
Increasingly trend toward emotional
advertising slogans , like McDonald‘s
„I‘m loving it“ or „Mini – is it love?“
Marketers try to anchor brands not
only in the mind of customers but
also in their hearts
This so called „share of heart“ gets
more and more important in
marketing practice
Daniel Heinrich6
Relevance from a managerial point of view (2/2)
Marketers have already developed a model to meet the requirements…
BRANDSLow Love | High Respect
Low Love
High Love
PRODUCTSLow Love | Low Respect
LOVEMARKSHigh Love | High Respect
FADSHigh Love | Low Respect
High Respect
Low Respect
(Saatchi & Saatchi/Roberts 2004, 2006)
Daniel Heinrich7
Relevance from a academic point of view (1/2)
… but also academic research is focusing on brand love and it’s consequences on consumers‘ behavior
“For marketers who want consumers to be attracted to, and loyal to their
products, love of products and brands is a topic of clear relevance.”(Ahuvia/Batra/Bagozzi 2008)
“We believe that brand loyalty is merely a symptom or the result of a
deeper underlying relationship between the consumer and brand and that
relationship is love.”
(Kamat/Parulekar 2007)
“In its strong behavioral, emotional and psychological foundations,
satisfaction – as love – probably constitutes the most intense and profound
satisfaction of all.” (Fournier/Mick 1999)
Daniel Heinrich8
Brand love even becomes relevant in the concept of relationship marketing…
SHARE OF WALLET
REPUTATIONANCHORED
SHARE OF HEARTH(WHAT)
PERSONANCHORED
(HOW)
Past Reality
Future Reality
Jagdish N. Sheth (2007)
Relevance from a academic point of view (2/2)
Daniel Heinrich9
Triangular Theory of Love (Sternberg 1986, 1988, 1997)
Intimacy
PassionDecission/
Commitment
LOVE
Love Attitude Styles (Lee 1977)
Ludus
Eros Storge
Agape
PragmaMania
Seite 10
Social psychology is providing applicable theoretical frameworks, e.g.:
Daniel Heinrich10
Triangular Theory of Love (Sternberg 1986, 1988, 1997)
Intimacy
PassionDecission/
Commitment
LOVE
Sternberg’s theory as basis for exploring consumer-object relations?
Consumer-Object Relations(Shimp /Madden 1988)
Liking
YearningDecission/
Commitment
COR
“A necessary next step is developing psychometric scales to measure each of the components
comprising consumer-object relations .” (Shimp/Madden 1988)
Daniel Heinrich11
Step 1: Development of psychometric scales
Qualitative in-deph-interviews to shed light on how love toward brands can be characterized
Scales were developed by drawing on items used in interpersonal or psychological context
Items were captured by 7-point Likert scales
Pre-test for external and internal consistency
Evaluation of reliability and validity criteria
Fornell-Larcker test to ensure discriminant validity
5 weeks field study time (45.5% female, 54.5 % male); average age 38.8 (SD=12.8)
Main-study : self-administrated online questionnaire
Daniel Heinrich12
Step 1: Results
Factors Items Factor
Loading
Item-to-total
Correlation
Indicator
Reliability
Factor
Reliability
Alpha
Bra
nd
Com
mitm
ent I am very focused on this brand. 0,899 0,771 0,71
0,89 0,888[…] would be my first choice. 0,921 0,815 0,75
I will not buy other brands if […] is
available at the store.0,898 0,768 0,73
Bra
nd
Intim
acy
Most of the time I feel very close to
this brand.0,944 0,871 0,86
0,90 0,936
There is a close connection
between me and this brand.0,968 0,923 0,94
There is a certain intimacy
between me and this brand.0,913 0,813 0,73
Bra
nd
Passio
n
I am passionate about this brand. 0,923 0,831 0,73
0,90 0,897[…] is a captivating brand. 0,934 0,810 0,79
I am enthusiastic about this brand.0,884 0,903 0,75
Brand Love can be captured as a second-order construct, reflected by 3 facets…
Daniel Heinrich13
Step 2: Investigating consequences of Brand Love
The second study tests our measurement scales for nomolgical validity and explores consumers’ behavior
Partners in close relationships are more willing to accommodate and to forgive mistakes made by their partner
(Rustbulk et al. 1991; Wieselquist et al. 1999).
Emotional bonds strengthen relationships even if dissatisfactions appears (Hazan/Shaver 1994).
Consumers’ willingness to forgive mistakes made by a company or brand is affected positive by
consumer-brand relationship (Aaker/Fournier/Brasel 2004).
H1: Brand love has a positive effect on consumers’ willingness to forgive
Brand equity literature highlights that consumers’ willingness to pay a higher price depends on perceived value
(Aaker 1996; Keller 2003; Vazquez/Belen del Rio/Iglesias 2002; Yoo, Donthu/Lee 2000).
Consumers’ willingness to pay a price premium is affected positive by their emotional attachment to a brand
(Thomson/MacInnis/Park 2005).
H2: Brand love has a positive effect on consumers’ willingness to pay a price premium
Daniel Heinrich14
Step 2: Results
Structural equation modeling shows the impact of consumers’ brand love on behavioral constructs…
consumers‘
brand love
consumers‘
willingness to
forgive
willingness to
pay a price
premium
brand
passion
brand
intimacy
brand
commitment
H1 +.64
H2 +.43
χ2/df=2.42 NFI=.97 TLI=.98 CFI=.98 RMSEA=.073 SRMR=.064
Daniel Heinrich15
Step 3: Identifying Brand Love Styles
Finally we explored the data to identify different kinds of love relationships…
Love Style
Component
Intimacy PassionDecision/
Commitment
Nonlove - - -
Liking + - -
Infatuated Love - + -
Empty Love - - +
Romantic Love + + -
Companionate Love + - +
Fatuous Love - + +
Consummate Love + + +
Intimacy
PassionCommit-
ment
LOVE
Daniel Heinrich16
Brand Love Style #
Component
Brand
IntimacyBrand Passion
Brand
Commitment
Nonlove 58 - - -
Liking 2 - -
Infatuated Love 55 - -
Empty Love 20 - -
Romantic Love 18 -
Companionate Love 3 -
Fatuous Love 50 -
Consummate Love 125
∑ 331
Step 3: Results
Daniel Heinrich17
Conclusion
Development of a measurement scale reflecting consumers’ love for brands
Consumers’ love for brands is reflected by brand passion, brand intimacy & brand commitment
Brand love has a strong influence on consumers’ willingness to pay a price premium
Brand love has a strong influence on consumers’ willingness to forgive
“Research is needed to expand the conceptual model, identifying antecedents and outcomes of
brand love.”
(Carroll/Ahuvia 2006)
“Despite its growing popularity, consumer research on love is still in its infancy and much of the work centers around the basic question
of what love is when applied to products and brands.”(Ahuvia/Batra/Bagozzi 2008)
Analogously to interpersonal love, different love styles can be identified
Daniel Heinrich18
Daniel Heinrich20
Additional slide
Daniel Heinrich21
NOTE.—In each row, the same group activation is displayed from three different perspectives (from left to right: sagittal, coronal, and axial) on an individual participant’s normalized SPGR structural image. The displayed anatomy does not represent the anatomical variation of all 19 participants. The region of interest in which the contrast was tested is marked in white and the significant voxels (p < .005 uncorrected at the individual voxel level) within that region are marked with color, according to the t-scores.
“Overall results of the present fMRI investigation support the contention that consumers do not process descriptive judgements of products in the same manner as those applied to humans.”
(Yoon et. al 2006, p. 36)
