Las Lovebrands: Aproximación al concepto, arquitectura y mediciones
Keywords:
Branding ; lovebrands ; marketing ; advertising
Abstract
The concept of lovebrands is reviewed from its foundations, forms of measurement, methodological approaches and structures.
References
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.
Published
2023-04-17
How to Cite
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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