Relevance of the Higher-Order Brand Love Prototype in a Service Context

Rios Rosa E. (), Riquelme Hernan E. () and Sinno Abdulaziz ()
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Rios Rosa E.: Business College, Victoria University Faculty of Business and Law, Melbourne, Victoria, Australia
Riquelme Hernan E.: Business School, La Trobe University – Bundoora Campus,Bundoora, Melbourne3086, Victoria, Australia
Sinno Abdulaziz: Business, Kuwait Maastricht Business School, Dasma, Kuwait

Review of Marketing Science, 2020, vol. 18, issue 1, 1-19

Abstract: A third-order composite model of brand love prototype is tested using Partial Least Squares (PLS) in a service consumption business: branded coffee outlets. Notable differences are found between the brand love prototype for products reported in literature and a service. The differences reside in the self-brand integration dimension, long-term relationship, and attitude valence. The self-brand integration dimension appears to carry little weight, compared to all the other dimensions of the brand love prototype, in the service. Consumers purchase products that self-enhance their own image, but for services, the self-brand integration may be more challenging to be perceived as relevant.

Keywords: brand love; loyalty; service quality (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1515/roms-2019-0061

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