Las Lovebrands: Aproximación al concepto, arquitectura y mediciones
Palabras clave:
Branding ; lovebrands ; marketing ; publicidad
Resumen
Se revisa el concepto de lovebrands desde sus fundamentos, formas de medición, abordajes metodológicos y estructuras.
Citas
Aaker, D. (1996). Measuring Brand Equity across products and markets. California Management Review, 38(3), 102-120.
Albert, N. y Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Albert, N. y Valette-Florence, P. (2010). Measuring the love feeling for a brand using interpersonal love items. Journal of Marketing and Competitiveness, 5(1), 57-63.
Albert, N., Merunka, D., y Valette-Florence, P. (2008). When Consumers Love Their Brands: Exploring the Concept and its Dimensions. Journal of Business Research, 61(10), 1062–75.
Albert, N., Merunka, D., y Valette-Florence, P. (2009). The Feeling of Love Toward a Brand: Concept and Measurement. Advances in Consumer Research. 36(1993), 300-307.
Albert, N., Merunka, D., y Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904–909.
Aro, K., Suomi, K. y Saraniemi, S. (2018). Antecedents and consequences of destination brand love - A case study from Finnish Lapland. Tourism Management, 67, 71-81.
Bagozzi, R., Batra, R. y Ahuvia, A. (2013). Brand Love: Development of an Operational Scale and Answers to Unaddressed Questions. Working paper. University of Michigan.
Bagozzi, R., Batra, R., y Ahuvia, A. (2014). Brand love: Construct validity, managerial utility, and new conceptual insights. Working paper. University of Michigan.
Batra, R., Ahuvia, A. y Bagozzi, P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. AMA.
Bauer, H., Heinrich, D., y Martin, I. (2007). How to create high emotional consumer-brand relationships? The causalities of brand passion en Proceedings of the Australian & New Zealand marketing academy conference (pp. 2189–2198).
Belk, R. (1988). Possessions as the Extended Self. Journal of Consumer Research, 15(2), 139-68.
Bergkvist, L. (2016). The role of C-OAR-SE in marketing measurement. European Journal of Marketing, 50(11), 1953–1958.
Bergkvist, L. y Langner, T. (2017). Construct Measurement in Advertising Research. Journal of Advertising, 46(1), 129–140.
Brakus, J., Schmitt, B. y Zarantonello, L. (2009). Brand experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3), 52-68.
Carroll, B. y Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.
Cho, E., Fiore, A. y Russell, D. (2015). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology and Marketing, 32(1), 28-48.
Churchill, G. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
De Córdoba, F. (2022). Los secretos de las marcas. Kailas Editorial.
De Silva, S., Khatibi, A. y Azam, S. (2019). Consumers Attitude Towards Global Luxury Car Brand Purchase Intention: Development of a Conceptual Model. International Journal of Scientific and Research Publications, 9(12), 350-356.
Dominguez, S. (2016). Procedimiento para la formulación de constructos en mercadeo. Revista de métodos cuantitativos para la economía y la empresa, 22, 164-189.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–73.
Giovanis, A. y Athanasopoulou, P. (2018). Understanding Lovemark Brands: Dimensions and effect on Brand loyalty in high-technology products. Spanish Journal of Marketing - ESIC, 22(3), 272-294.
Gumparthi, V. y Patra, S. (2019). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(1), 1-40.
Hatfield, E. y Sprecher, S. (1986). Measuring passionate love in intimate relationships. Journal of Adolescence, 9(4), 383–410.
Heinrich, D., Albrecht, C. y Bauer, H. (2012). Love Actually? Measuring and Exploring Consumers’ Brand Love en S. Fournier, M. Breazale y M. Fetscherin (Eds.), ConsumerBrand Relationships: Theory and Practice (pp.137–150). Routledge.
Ismail, A. y Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
Keller, K. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Langner, T., Bruns, D., Fischer, A. y Rossiter, J.R. (2014). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15–26.
Marcos, A. y Da Silva, A.R. (24 – 27 de junio de 2020). Determinantes e consequências do amor pela marca [Artículo de Investigación]. 15th Iberian Conference on Information Systems and Technologies (CISTI), Sevilla, España.
Montoya, I., Sánchez, J., Rojas, S. y Montoya, A. (2020). Lovemark Effect: Analysis of the differences between students and graduates in a Love Brand Study at a Public University. Innovar, 30(75), 43-56.
Pang, J., Tat, K., y Peng, S. (2009). Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Frontiers of Business Research in China, 3(4), 599-620.
Pawle, J. y Cooper, P. (2006). Measuring Emotion—Lovemarks, The Future Beyond Brands. Journal of Advertising Research, 46(1), 38–48.
Pereira, E., Moreno, M. y Fernandes, L. (2018). Cuán grande es mi amor por ti. El efecto de las lovemarks sobre las expectativas de los consumidores. Estudios y Perspectivas en Turismo, 28(4), 860-881
Rauschnabel, P. y Ahuvia, A. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372–395.
Reimann, M., Castaño, R., Zaichkowsky, J. y Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships. Journal of Consumer Psychology, 22(1), 128-142.
Roberts, K. (2005). Lovemarks: El futuro más allá de las marcas. Ediciones Urano S.A.
Roberts, K. (2015). Red Paper: Brand Loyalty Reloaded. Saatchi & Saatchi.
Rossiter, J. (2012). A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. Marketing Letters, 23(3), 905–916.
Rubin, Z (1970). Measurement of romantic love. Journal of Personality and Social Psychology, 16(2), 265-273.
Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumerbrand relationship. Management & Marketing, 6(1), 79-94.
Sheehan, B. (14 de agosto de 2013). Brand Strategy And The Lovemarks Theory. Branding Strategy Insider. https://www.brandingstrategyinsider.com/brand-strategy-and-thelovemarks-theory/
Shimp, T. y Madden, T. (1988). Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love. Advances in Consumer Research, 15(1), 163-168.
Shulga, L. y Tanford, S. (2017). Measuring Perceptions of Fairness of Loyalty Program Members. Journal of Hospitality Marketing & Management, 27(3), 346–365.
Shuv-Ami, A. (2017). A new scale of brand lovemarks. Sinergie. Italian Journal of Management, 35(102), 85-102.
Shuv-Ami, A., Thrassou, A. y Vrontis, D. (2015). Contemporary sports club branding: Empirical findings on basketball and value-based conceptual constructs. The Marketing Review, 15(4), 503–524.
Shuv-Ami, A., Vrontis, D. y Thrassou, A. (2017). Brand Lovemarks Scale of Sport Fans. Journal of Promotion Management, 24(2), 215-232.
Sta, N. y Abbassi, R. (2018). Brand love: antecedents and outcomes. Journal of Business and Management Research, 11, 300-313.
Sternberg, R. (1986). A triangular theory of love. Psychological Review, 93(2), 119–135.
Sternberg, R. (1997). Construct validation of a triangular love scale. European Journal of Social Psychology, 27(3), 313-335.
Swimberghe, K., Astakhova, M. y Wooldridge, B. (2014). A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665.
Thomson, M., MacInnis, D. y Park, W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91.
Triantafillidou, A. y Siomkos, G. (2013). Summer camping. Journal of Vacation Marketing, 19(3), 197–208.
Tynan, C., McKechnie, S. y Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163.
Albert, N. y Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Albert, N. y Valette-Florence, P. (2010). Measuring the love feeling for a brand using interpersonal love items. Journal of Marketing and Competitiveness, 5(1), 57-63.
Albert, N., Merunka, D., y Valette-Florence, P. (2008). When Consumers Love Their Brands: Exploring the Concept and its Dimensions. Journal of Business Research, 61(10), 1062–75.
Albert, N., Merunka, D., y Valette-Florence, P. (2009). The Feeling of Love Toward a Brand: Concept and Measurement. Advances in Consumer Research. 36(1993), 300-307.
Albert, N., Merunka, D., y Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904–909.
Aro, K., Suomi, K. y Saraniemi, S. (2018). Antecedents and consequences of destination brand love - A case study from Finnish Lapland. Tourism Management, 67, 71-81.
Bagozzi, R., Batra, R. y Ahuvia, A. (2013). Brand Love: Development of an Operational Scale and Answers to Unaddressed Questions. Working paper. University of Michigan.
Bagozzi, R., Batra, R., y Ahuvia, A. (2014). Brand love: Construct validity, managerial utility, and new conceptual insights. Working paper. University of Michigan.
Batra, R., Ahuvia, A. y Bagozzi, P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. AMA.
Bauer, H., Heinrich, D., y Martin, I. (2007). How to create high emotional consumer-brand relationships? The causalities of brand passion en Proceedings of the Australian & New Zealand marketing academy conference (pp. 2189–2198).
Belk, R. (1988). Possessions as the Extended Self. Journal of Consumer Research, 15(2), 139-68.
Bergkvist, L. (2016). The role of C-OAR-SE in marketing measurement. European Journal of Marketing, 50(11), 1953–1958.
Bergkvist, L. y Langner, T. (2017). Construct Measurement in Advertising Research. Journal of Advertising, 46(1), 129–140.
Brakus, J., Schmitt, B. y Zarantonello, L. (2009). Brand experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3), 52-68.
Carroll, B. y Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89.
Cho, E., Fiore, A. y Russell, D. (2015). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology and Marketing, 32(1), 28-48.
Churchill, G. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
De Córdoba, F. (2022). Los secretos de las marcas. Kailas Editorial.
De Silva, S., Khatibi, A. y Azam, S. (2019). Consumers Attitude Towards Global Luxury Car Brand Purchase Intention: Development of a Conceptual Model. International Journal of Scientific and Research Publications, 9(12), 350-356.
Dominguez, S. (2016). Procedimiento para la formulación de constructos en mercadeo. Revista de métodos cuantitativos para la economía y la empresa, 22, 164-189.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–73.
Giovanis, A. y Athanasopoulou, P. (2018). Understanding Lovemark Brands: Dimensions and effect on Brand loyalty in high-technology products. Spanish Journal of Marketing - ESIC, 22(3), 272-294.
Gumparthi, V. y Patra, S. (2019). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(1), 1-40.
Hatfield, E. y Sprecher, S. (1986). Measuring passionate love in intimate relationships. Journal of Adolescence, 9(4), 383–410.
Heinrich, D., Albrecht, C. y Bauer, H. (2012). Love Actually? Measuring and Exploring Consumers’ Brand Love en S. Fournier, M. Breazale y M. Fetscherin (Eds.), ConsumerBrand Relationships: Theory and Practice (pp.137–150). Routledge.
Ismail, A. y Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.
Keller, K. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Langner, T., Bruns, D., Fischer, A. y Rossiter, J.R. (2014). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15–26.
Marcos, A. y Da Silva, A.R. (24 – 27 de junio de 2020). Determinantes e consequências do amor pela marca [Artículo de Investigación]. 15th Iberian Conference on Information Systems and Technologies (CISTI), Sevilla, España.
Montoya, I., Sánchez, J., Rojas, S. y Montoya, A. (2020). Lovemark Effect: Analysis of the differences between students and graduates in a Love Brand Study at a Public University. Innovar, 30(75), 43-56.
Pang, J., Tat, K., y Peng, S. (2009). Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Frontiers of Business Research in China, 3(4), 599-620.
Pawle, J. y Cooper, P. (2006). Measuring Emotion—Lovemarks, The Future Beyond Brands. Journal of Advertising Research, 46(1), 38–48.
Pereira, E., Moreno, M. y Fernandes, L. (2018). Cuán grande es mi amor por ti. El efecto de las lovemarks sobre las expectativas de los consumidores. Estudios y Perspectivas en Turismo, 28(4), 860-881
Rauschnabel, P. y Ahuvia, A. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372–395.
Reimann, M., Castaño, R., Zaichkowsky, J. y Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumer–brand relationships. Journal of Consumer Psychology, 22(1), 128-142.
Roberts, K. (2005). Lovemarks: El futuro más allá de las marcas. Ediciones Urano S.A.
Roberts, K. (2015). Red Paper: Brand Loyalty Reloaded. Saatchi & Saatchi.
Rossiter, J. (2012). A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. Marketing Letters, 23(3), 905–916.
Rubin, Z (1970). Measurement of romantic love. Journal of Personality and Social Psychology, 16(2), 265-273.
Sarkar, A. (2011). Romancing with a brand: a conceptual analysis of romantic consumerbrand relationship. Management & Marketing, 6(1), 79-94.
Sheehan, B. (14 de agosto de 2013). Brand Strategy And The Lovemarks Theory. Branding Strategy Insider. https://www.brandingstrategyinsider.com/brand-strategy-and-thelovemarks-theory/
Shimp, T. y Madden, T. (1988). Consumer-Object Relations: A Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love. Advances in Consumer Research, 15(1), 163-168.
Shulga, L. y Tanford, S. (2017). Measuring Perceptions of Fairness of Loyalty Program Members. Journal of Hospitality Marketing & Management, 27(3), 346–365.
Shuv-Ami, A. (2017). A new scale of brand lovemarks. Sinergie. Italian Journal of Management, 35(102), 85-102.
Shuv-Ami, A., Thrassou, A. y Vrontis, D. (2015). Contemporary sports club branding: Empirical findings on basketball and value-based conceptual constructs. The Marketing Review, 15(4), 503–524.
Shuv-Ami, A., Vrontis, D. y Thrassou, A. (2017). Brand Lovemarks Scale of Sport Fans. Journal of Promotion Management, 24(2), 215-232.
Sta, N. y Abbassi, R. (2018). Brand love: antecedents and outcomes. Journal of Business and Management Research, 11, 300-313.
Sternberg, R. (1986). A triangular theory of love. Psychological Review, 93(2), 119–135.
Sternberg, R. (1997). Construct validation of a triangular love scale. European Journal of Social Psychology, 27(3), 313-335.
Swimberghe, K., Astakhova, M. y Wooldridge, B. (2014). A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67(12), 2657-2665.
Thomson, M., MacInnis, D. y Park, W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91.
Triantafillidou, A. y Siomkos, G. (2013). Summer camping. Journal of Vacation Marketing, 19(3), 197–208.
Tynan, C., McKechnie, S. y Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163.
Publicado
2023-04-17
Cómo citar
Montalvo-Arroyave, L. F. (2023). Las Lovebrands: Aproximación al concepto, arquitectura y mediciones. Cuadernos Del Centro De Estudios De Diseño Y Comunicación, (188). https://doi.org/10.18682/cdc.vi188.9272
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