文章基本信息

标题：Brand Love and Brand Forgiveness: An Empirical Study in Turkey
本地全文：下载
作者：Merve Yanar Gürce ; Petek Tosun ; Güzide Öncü Eroğlu Pektaş 等
期刊名称：Journal of Marketing and Consumer Behaviour in Emerging Markets
电子版ISSN：2449-6634
出版年度：2022
卷号：14
期号：1
页码：22-39
语种：English
出版社：University of Warsaw
摘要：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 influences brand forgiveness. The findings 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.
关键词：brand love; brand forgiveness; anthropomorphism; retail brands