What Type Relationship Do We Have with Our Brands? Is the Name of this Relationship Brand Romance?

Hatice Aydýn and Cemal Zehir
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Hatice Aydýn: Department of Economics, Faculty of Economics and Administrative Sciences, Mus Alparslan University, 49250 Muþ, Turkey
Cemal Zehir: Department of Business Administration, Faculty of Economics and Administrative Sciences, Yýldýz Technical University, 34349 Ýstanbul, Turkey

International Review of Management and Marketing, 2017, vol. 7, issue 2, 272-283

Abstract: Consumers’ loyalty to a brand depends on their establishing an emotional relationship with it. This relationship may be called as brand romance. Many factors influence the emergence of brand romance (ROM), including brand novelty (BN), brand satisfaction (BS), and subjective brand knowledge (SBK). The present study evaluates brand romance dimensions such as pleasure, arousal and dominance in terms of these antecedents and outcomes as attitudinal and behavioral brand loyalty. The study was carried out with 295 consumers in Istanbul/Turkey via face-to-face questionnaires. In this study, BS, SBK, and BN have a positive influence on arousal and pleasure dimensions of brand romance whereas the effect of SBK is not statistically significant on dominance dimension of brand romance. Also arousal and dominance dimensions of brand romance are positively effective on behavioral and attitudinal loyalty whereas pleasure dimension is not statistically significant on behavioral loyalty

Keywords: Brand Romance; Subjective Brand Knowledge; Brand Novelty; Brand Satisfaction; Brand Loyalty (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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