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All aboard the love boat?

Aerts, Luc (2013) All aboard the love boat?

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Abstract: Brand love is an important new development in consumer marketing. In their struggle to bond consumers with their products, manufacturers see the importance of longitudinal relation development, and the role brand love takes in it. Research on this topic is relatively new and the concept still needs understanding. This research investigates whether human values and materialism are predictive for brand love, using the Schwartz value scale (1992), Material Values Scale (Richins, 2004), and the brand love mini scale. An online questionnaire was administered to test whether consumers loved their mobile phone. The results show that the success dimension of materialism was the only dimension that predicted brand love for the mobile phone. Single human values did not have any predictive power either, but the clusters striving for accomplishment and striving for harmony did. People that strive for accomplishment had a positive predictive power for brand love with the success dimension as a mediator. People that strive for harmony had, as hypothesized, a negative predictive power for brand love. Here the success dimension mediated as well. Marketers should take these findings into consideration when designing a campaign aimed at brand love for both consumers that strive for accomplishment and consumers that strive for harmony. Consumers that strive for accomplishment like to show off, whereas consumers that strive for harmony are more likely to generate brand love when the brand focuses on the benevolence value.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/63989
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