In the name of brand love: a crosssectional study on brand love antecedents in smartphone brands

• Autor(a) principal: Costa, Adélia Araújo Marques da
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/33518
• topic: Brand love; Consumer behaviour; Online consumer brand engagement; Brand; Smartphones; Marketing; Structural equation modelling

In today’s fast-paced and technologically driven world, brands struggle to create long-lasting, profitable, and meaningful relationships with consumers. Brand Love is a recent marketing construct that can be leveraged and promoted to bring about several benefits for both consumers and practitioners. Adding technology to this prospect, it becomes clear that there is an interesting avenue for research regarding Brand Love and smartphone brands. As such, this research aims at studying Brand Love antecedents – namely Online Consumer Brand Engagement and Brand Satisfaction - in the particular context of consumers’ online relationships with smartphone brands. As a way of attaining this goal, a research model based on extant literature was developed, which originated a study built around a quantitative methodology, completed with Structural Equation Modelling. Data were collected through a survey by questionnaire disseminated and promoted online. A total of 327 valid answers were collected and analysed using the IBM® SPSS® Statistics 27 and IBM® SPSS® Amos 27 software. Results show that the proposed hypotheses, besides being supported by extant literature, are supported, with the exception of one, meaning that no significant influence of Brand Satisfaction on Brand Love was found in this study. The hypotheses supported confirm that Online Consumer Brand Engagement is a strong antecedent to Brand Love, which has key outcomes such as Positive e-WOM, Brand Loyalty, and Willingness to Pay a Price Premium. The findings uncovered represent significant theoretical and managerial contributions.