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Antecedents and financial impacts of building brand love

Hang T. Nguyen and Hui Feng

International Journal of Research in Marketing, 2021, vol. 38, issue 3, 572-592

Abstract: Brand love has garnered increasing interest among practitioners and scholars, but little is known about how marketing actions drive brand love, and whether and how brand love transmutes to firm profitability. Using longitudinal brand love data collected from more than 20,000 customers of 152 corporate brands and financial data of firms who own these brands during 2006–2017, the authors examine the antecedents and financial impacts of building brand love. The results show that advertising investments help firms build brand love with diminishing returns after reaching an optimal point, whereas R&D investments positively contribute to brand love. The analyses further show that although brand love does not affect firm profitability and market value in the short term, it increases firm profitability and market value in the long term. More important, the results indicate that the positive effect of brand love on firm performance is stronger for hedonic brands, for firms in product categories that matter greatly to consumers, and those operating in highly competitive markets. Overall, the findings have important implications for marketing theory and provide actionable insights for managers into how to build and manage brand love.

Keywords: Brand love; Brand equity; Marketing strategy; Operating performance; Profitability; Market value; Advertising; R&D (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1016/j.ijresmar.2020.10.001

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