Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities

Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the information processing model as well as on the experiential approaches to consumer behaviour to develop a model comprising a novel set of antecedents.

To test the research hypotheses, we resort to two samples, which implied the collection of usable 1,018 questionnaires. For hypotheses testing, we resort to structural equation modelling.

Both functional constructs as well as more symbolic/emotional ones are positively associated with brand love. In addition, constructs with a more functional nature tend to have an indirect effect on brand love, whereas constructs with a higher level of abstraction tend to mediate the effects of more specific brand qualities. Finally, brand love is related with important outcomes, including loyalty, word of mouth and willingness to pay a premium price.

This research has a cross-sectional nature. Moreover, we rely on a single informant, but the procedural remedies as well as the statistical tests we conducted suggest that common method variance is not a concern.

The findings suggest that managers should emphasise both functional as well as emotional/symbolic aspects to strengthen the links between brands and consumers, which will be beneficial for both sides.

This study is the first to investigate the relationship between a number of symbolic and functional brand aspects and the development of brand love feelings.