Brand Love and Brand Forgiveness: An Empirical Study in Turkey

Merve Yanar Gürce (), Petek Tosun () and Güzide Öncü Eroglu Pektaº ()
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Merve Yanar Gürce: Marketing School of Business, American International University, Al Jahra, Kuwait
Petek Tosun: Marketing Faculty of Economics, Administrative and Social Sciences, Kadir Has University, Istanbul, Turkey
Güzide Öncü Eroglu Pektaº: Marketing Faculty of Engineering, Istanbul University, Istanbul, Turkey

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2022, vol. 1, issue 14, 22-39

Abstract: Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The fi ndings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.

Keywords: brand love; brand forgiveness; anthropomorphism; retail brands (search for similar items in EconPapers)
JEL-codes: M1 M3 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sgm:jmcbem:v:1:i:14:y:2022:p:22-39

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