BM7005 Buyer Behavior: An Essay on Brand Love

BM7005 Buyer Behavior

Essay on Brand Love.

Introduction

Brand love is the psychological aspect of which tend to influence a loyalty, association and awareness of the brand among the consumers. The elements of the brand love in context with the study conducted by different researchers and methods adopted by them while conducting it and findings of the research conducted by them along with the different phases of brand love.

Brand Love

It is a marketing strategy which tends to achieve brand loyal customer and convert them into influencers for the brand with an objective of achieving customer satisfaction, value. According to keller (2019) the main elements of brand love are

Customer Value is a strategy which showcases value of product in order to ensure that this is communicated properly and is crave for by the target audience. To some it may be the price of the product. It can also be defined as the the value that something has which make it more desirable. In order to create customer value it is necessary to keep these things in mind. Price should be set in accordance with the benefit that a customer believes that he/she will be deriving from the product. Providing something extra after reducing or charging the same price it could serve better for grabbing customer attention. Make product more convenient to purchase. Making customer feel more valued by providing solving customer problems in short period of time, by providing better after sale services and etc (Palusuk et. al., 2019). Customer satisfaction is a communication strategy used for explaining potential customer about how the product will be useful in order to satisfy the needs of the customer. Self- identity is the way customer reflect themselves through a particular brand it can be both direct relation with the product or service offered by the organization or brand facilitating interpersonal relations with the brand. Intrinsic reward it is the incentive that have been given to the consumer of the product. It is the internal reward that a customer gets after consuming the product and services of the company. Emotional bonding It is the feeling of being bonded with the brand through emotions. Additionally to this customer need to feel a strong desire towards the brand even feeling a strong separation anxiety. Willingness to invest the customer should invest high level of time and money into brand, these investments should highlight the importance of brand for deeper consumer identity which increases the attachment toward the brand. Frequency of use in order for the brand to be more relevant the customer must engage with the product more frequently. The attitude and experience of customer is strongly held as it affects the cognitive consistency which leads to faster responses.

Research on Brand Love

Methodology

In the study conducted by Batra, Ahuvia and Bagozzi (2016), it consisted of making 70 Telephonic interviews which lasted for around 10 to 60 minutes the main age group of respondents were between 23 and 45 of age. The first study showcased all types of non interpersonal relationship relating to the brand it was found that more than 96% claimed to love something other than a person. Whereas second study focused especially on the loved brands like apple, Microsoft it included 18 detailed interview in which lasted for around 2 hours in which customer discussed brands of their own choosing various categories. This study found that 89% put one brand into love and 100% claimed to love one brand. The main Limitation of this research is that it lacks explanatory studies and subsequent development of theory. This lead to two major problems

Assuming that brand love and interpersonal love are equal

According to (Shariq, 2018) Instead of studying the brand love in an open ended manner it makes to chose theory of interpersonal love. It is brand love is not a real type of love there are many different type of interpersonal love like parental, romantic and sibling.

Emotion vs Relationship

Brand love is short term as it is single, specific and akin to affection, whereas interpersonal can last for decade and may involve many behavior and cognitive experience.

Phase of Brand Love

In many researches it has been shown that consumer not only interact with brand but also engage in a relationship just like a normal relation from initial meeting to all the way to decline or demise Know Brand The consumer relationship starts with a particular brand there should be a full understanding about the brand and what makes it better or special there should be a clear definition to set more intimate bond. Brand Type every brand has an ideal customer someone that connects with the brand the main goal for marketer is to identify those ideal customers and fulfill their emotional, social needs. Meet memorably The first meeting between the brand and customer showcase the main relation and has a potential to remain in acquaintance phase to establish connection which are more memorable so that consumer desire. Making it mutual with consumer and brand there is no difference in this stage there is needs to identify category of influences of consumer that advice and encourage the spread of message with others. Deepen the connection In this stage bond with consumer is so strong that feel brand is made for me this is the commitment stage where brand and consumer relationship hits peak. Keep love alive The brand and consumer relationship matures which is essential to keep the love alive which freshen the relationship with innovation and news.

Make up Brands go through crisis which can be slow developing issue over a period of time or dramatic event the way consumer dictate the reenergizes its relationship with consumer. Break up either the company recalibrate existing brand or start engaging with the new customer group or fail forward to eliminate the existing brand and use lesson to develop consumer relationship with different product and service.

Role of brand love in building consumer brand relationship

Hypothesis framework of the research

The study conducted by Nawaz, Jiang, Alam and Zahid Nawaz (2019) states that in current scenario theory is based on the consumer brand relationship on psychological perspective which is considered fundamental assumption in order to generate positive response and development of corporation. This work on eight major hypotheses

Hypothesis 1: Customer satisfaction has significant relation with brand trust

One of the major outcome for post purchase as consequence of customer satisfaction is brand loyalty. Many research showcase that high customer satisfaction can lead to great repeat purchase behavior. Further some research show that brand loyalty is majorly affected by customer satisfaction. Thus there is a positive relation between the both. However According to Wabibrading, (2019) show that in today world due to digitalization of customer have became smarter as they not only just demand the product of the company they also need a full transparency in order to make them pay for the product as it is shown in the case of facebook after 2018 majority of post decreased by 20% due to the data out breach lawsuit (DAM, 2020).

Hypothesis 2: Relationship between brand trust and brand loyalty

Reliability and Integrity are the two elements that build trust between customer and brand. Trust tend to influence and enhance both behavior loyalty and attitudinal in consumer. Consumer always purchases the product from trusted brand which has high degree of loyalty. When the trust of consumer tends to be lifting off they tend to shift to the competition which not only leads to loss in profitability but also the loss of trust (Le, 2021).

Hypothesis 3 Relation between customer satisfaction and brand love

Brand love is the outcome from a satisfied customer and it appear as a consequences from a positive interaction between brand and consumers. Many researches showed that there is a presence of emotional and passionate attachment between the both. Moreover brand love generates positive mouth in the market and develops loyalty (Martha-Martha and PR?YONO, 2018).

Hypothesis 4 Brand Trust and Brand love

Despite everything brand love is one of the major factors in order to build customer brand relation. Love for a brand can only be developed between trusted customers. In many scenario reliability and honesty of a brand play an important role in affecting consumer feeling of love in a brand? (Madeline and Sihombing, 2019).

Hypothesis 5 Brand love and brand loyalty

Many researchers have investigated major effect of brand association and love as vital for increasing brand loyalty. The primary force affecting loyalty is that not only it help to create and maintain good relation between customer and organization but also help to generate many other advantage for the firm like charging premium prices and development of a competitive advantage. The more consumer love the brand the higher their loyalty for the brand would be, consumer tend to make a commitment towards the brand which lead to greater loyalty with the brand (Ghorbanzadeh and Rahehagh, 2021).

Hypothesis 6 Brand loyalty and Brand Equity

It is a crucial for valuating loyalty which can be financial and non-financial benefits for a brand it plays a crucial role which help in achieving organizational goals. Major studies show that in order to build equity it should follow association and loyalty. It tends to chase behavior among consumers and cause customer switching behavior (Huang, 2017).

Hypothesis 7 Difference in the approach due to gender perspective

According (Ayuningsih and Maftukhah, 2020) Marketing researchers are using gender as common criteria for making segmentation. Male are mostly the risk taker in comparison to female which shows indirect commitment in females but female are more likely to purchase product more spontaneously compared to men and are subject to other factors like fun, emotional arousal which are indirectly related to customer satisfaction.

Hypothesis 8 Variation due to age

Consumer demographic is another significant that affect marketing strategy younger age tends to get attracted to the emerging segment of the company however there purchasing power is comparatively lower. They are mainly targeted by the new brands as they have low concern for the brand loyalty.

The main idea of consumer brand relationship have received significant and escalating attention researcher. It is considered important for the success of the brand and capitalizes on its performance. It helps to improve the brand durability, willingness to pay premium cost and build brand loyal. Consumer brand relationship is a psychological bond that is created between which is originated in socio psycho and this relationship has been considered interpersonal relationship. Include reciprocal interaction between through several outcome and participants (Shin et. al., 2019).

Methodology

For conducting the above research Survey instrument and analysis techniques were used in order to draw a cemented result about the effect of brand love in consumer brand relationship.

Survey Method

In this a mix of both online and offline survey method was used to collect the data from sample population. The study took into consideration Samsung users which included all the age group and both gender. This brand was selected due to the brand being one of the most famous and familiar brand. The main limitation for this is that it only considered a small group for population size and the brand selected was only from one industry which can lead to unreliability of data.

Analysis Techniques

In this study the particular least square structural equation was used for associating and investigation of variables. Furthermore in order to measure the effect of age and gender the taken data were further distributed in different parts. The study only used age and gender as a restrain to current demographic variable for future study other variable can also be considered.

Conclusion

The essay included the concept of brand love and the different phase of its which include customer value, satisfaction, self identity and intrinsic rewards. The research conducted by Batra, Ahuvia and Bagozzi had 70 telephonic round in 1^st round it was non interpersonal relationship allocated with the brand whereas the second round focused on the brands that people love. The hypothesis on which this research is based on is relation between brand loyalty and customer satisfaction and the method used in the same.

References

DAM, T.C., 2020. The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. The Journal of Asian Finance, Economics, and Business, 7(11), pp.449-457. https://www.koreascience.or.kr/article/JAKO202032462597010.pdf

Martha-Martha, N.G. and PR?YONO, ?., 2018. The effect of service quality on student satisfaction and student loyalty: An empirical study. Journal of Social Studies Education Research, 9(3), pp.109-131. https://dergipark.org.tr/en/download/article-file/661092

Ghorbanzadeh, D. and Rahehagh, A., 2021. Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal. https://www.emerald.com/insight/content/doi/10.1108/RAMJ-05-2020-0024/full/html?utm_source=TrendMD&utm_medium=cpc&utm_campaign=Rajagiri_Management_Journal_TrendMD_1

Madeline, S. and Sihombing, S.O., 2019. The Impacts Of Brand Experiences On Brand Love, Brand Trust, And Brand Loyalty: An Empirical Study. Jurnal Bisnis dan Manajemen, 20(2), pp.91-107. https://www.researchgate.net/profile/Leonardo-Aureliano-Silva/publication/358804910_Who_loves_to_forgive_The_mediator_mechanism_of_service_recovery_between_brand_love_brand_trust_and_purchase_intention_in_the_context_of_food-delivery_apps/links/621a6937b1bace00839d62f5/Who-loves-to-forgive-The-mediator-mechanism-of-service-recovery-between-brand-love-brand-trust-and-purchase-intention-in-the-context-of-food-delivery-apps.pdf

Huang, C.C., 2017. The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision. https://journal.unnes.ac.id/sju/index.php/maj/article/download/36945/16214

Shariq, M., 2018. Brand equity dimensions-a literature review. International Research Journal of Management and Commerce, 5(3), p.312. https://ejournals.vdu.lt/index.php/mtsrbid/article/download/2650/1726

Le, M.T., 2021. The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC. https://www.ajhssr.com/wp-content/uploads/2021/04/ZH2154260265.pdf

Palusuk, N., Koles, B. and Hasan, R., 2019. ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1-2), pp.97-129. https://www.etsu.edu/cbat/documents/arbs2022proceedings.pdf#page=13

Ayuningsih, F. and Maftukhah, I., 2020. The influence of product knowledge, brand image, and brand love on purchase decision through word of mouth. Management Analysis Journal, 9(4), pp.355-369. https://www.atlantis-press.com/article/125970220.pdf

Shin, S.K.S., Amenuvor, F.E., Basilisco, R. and Owusu-Antwi, K., 2019. Brand trust and brand loyalty: a moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), pp.1-17. https://www.researchgate.net/profile/Richard-Basilisco/publication/337185438_Brand_Trust_and_Brand_Loyalty_A_Moderation_and_Mediation_Perspective/links/5dca5b61a6fdcc575040e344/Brand-Trust-and-Brand-Loyalty-A-Moderation-and-Mediation-Perspective.pdf