Brand Love

By R. Batra, Aaron C. Ahuvia, Richard P. Bagozzi. 2012

1,522 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/fff53ee8f28a0933f5f3dcde42f2af03ba4b2d71

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Sameer Hosany
2. Marc Fetscherin
3. Arnold Japutra
4. Claudio Alvarez
5. Y. Ekinci
6. Girish Prayag
7. Susan Fournier
8. Lyndon Simkin

In Organizational Behavior and Human Resource Management

1. Marc Fetscherin
2. Sameer Hosany
3. Claudio Alvarez
4. Arnold Japutra
5. Lyndon Simkin
6. Y. Ekinci
7. Susan Fournier
8. Girish Prayag

In Sociology and Political Science

1. Sameer Hosany
2. Girish Prayag
3. S. Deesilatham
4. Y. Ekinci
5. Khaled Odeh
6. Arnold Japutra
7. Matthew Thomson
8. Marc Fetscherin

Citations in the corpus

• How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities (2019, positive): “2010) while others suggest that ‘emotional attachment’ is an indicator of brand love (Batra et al. 2012).”
• Exploring the role of brand identification and brand love in generating higher levels of brand loyalty (2016, background): “…brand love’s conceptualizations (e.g., Albert et al., 2008; Batra et al., 2012; Carroll and Ahuvia, 2006), the robustness and the high generalizability of Sternberg’s (1987) triangular theory (Sarkar et al., 2012) made it the most adopted framework to investigate brand love (Batra et al., 2012).”
• Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis (2015, background): “Since Ahuvia's (2005) paper, multiple studies dealt with the brand love construct (e.g., Ahuvia, Batra, & Bagozzi, 2008; Albert et al., 2008; Batra et al., 2012; Heinrich et al., 2012) or similar constructs such as brand passion (Bauer et al., 2007; Swimberghe, Astakhova, & Wooldridge, in press) as…”
• Brand love is all around: loyalty behaviour, active and passive social media users (2020, background): “Subsequent studies considered the brand love construct (e.g. Ahuvia & Bagozzi, 2012; Batra et al., 2012; Heinrich, Albrecht, & Bauer, 2012) and demonstrated its influence on several outcome variables.”
• The impacts of brand experiences on brand loyalty: mediators of brand love and trust (2017, background): “Brand love consists of many types of emotions, such as passion, positive attitude and evaluation, liking, attachment, commitment and etc. (Albert et al., 2008; Batra et al., 2012; Carroll and Ahuvia, 2006; Shimp and Madden, 1988; Sternberg, 1986).”
• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “First, the fact that consumers can relate to brands in human-like terms should not be taken as evidence that they always do (see Aggarwal, 2004; Alba & Lutz, 2013; Batra et al., 2012; Miller et al., 2012; Park et al., 2013b).”
• Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes (2017, background): “…the feeling of love towards a brand is positively associated with brand loyalty (Albert and Merunka, 2013; Batra et al., 2012; Bergkvist and Bech-Larsen, 2010; Carroll and Ahuvia, 2006; Thomson et al., 2005) and positive WOM (Albert and Merunka, 2013; Batra et al., 2012; Carroll and Ahuvia, 2006).”