1. The Exploration on The Effect of Brand Love on
Brand Loyalty and Word-of-Mouth Through The
Perspective of Emotional Attachment
Presenter: Laura Chen
Advisor ： Hui-Chuan Shih
June. 24: 2013
1
3. Background
Academic research on brand love or related
constructs has been substantial, finding it to be
associated with positive word of mouth and brand
loyalty.
(Batra, Ahuvia, & Richard,
2012)
4. Background
Understanding the relationships between
consumers and their brands has practical
relevance to marketers due to the significant
impact of this relationship on a company’s
profitability.
(Ismail & Spinelli, 2011)
5. Purpose
The purpose of this study is to expand the scope
of branding research by examining the
components of brand love and the relationship
between brand love, brand loyalty, and word-of
mouth.
6. Research Questions
1. How do brand love and emotional
attachment build long-term relationship
between customer and brand?
2. How do brand love affect word-of-mouth
through emotional attachment?
7. Gap
More research is needed to explore the
effect of brand love on different types of
brands.
8. Literature Review
A strong relationship includes love and
passion which defined as a richer, deeper,
more long-lasting feeling than simple
preference.
(Fournier, 1998)
9. Literature Review
Brand love is defined as the degree of
passionate emotional attachment that a
person has for a particular trade name.
It involves an integration of the brand into
the consumer’s sense of identity.
(Carroll, Barbara, & Aaron, 2006)
10. Literature Review
Brand loyalty is the degree to which the
consumer is committed to repurchase of the
brand. It is a key indicator of the
sustainability of a brand because being
loyalty to a brand decreases customer’s
desire to switch to another brand.
(Oliver, 1999)
11. Literature Review
Attachment theory refers to an emotion
laden target specific bond between an
individual and an object.
(Bowlby, 1979)
A valid measure of emotional attachment
should predict consumer’s commitment to
the brand, or their loyalty to the brand.
(Thomson, 2005)
12. Literature Review
Word of mouth (WOM) is a process that
allows consumers to share information and
opinions that direct buyers toward and
away from specific products.
(Hankinson, 2004)
13. Conceptual Framework
Brand love
Emotional
attachment
WOM
Brand
loyalty
H1: Brand love will have a positive effect on brand loyalty.H1: Brand love will have a positive effect on brand loyalty.
H2: Brand love will have a positive effect on WOM.H2: Brand love will have a positive effect on WOM.
H3: Brand love will have a positive effect on brand loyalty
through the mediating effect of emotional attachment.
H3: Brand love will have a positive effect on brand loyalty
through the mediating effect of emotional attachment.
H4: Brand love will have a positive effect on WOM through the
mediating effect of emotional attachment.
H4: Brand love will have a positive effect on WOM through the
mediating effect of emotional attachment.
16. Procedure
Step 1Step 1Step 1Step 1 Step 3Step 3Step 3Step 3Step 2Step 2Step 2Step 2
Pilot study
with 30 users
+ Final survey
to 450 users
Response rate
is expected to
reach to 70%
Measure the
items by using
a seven –point
Likert-type
scale
17. Instrument
Hot Toys is an
awesome company. I feel connected to it.
I always buy Hot Toys’
figures.
I encourage friends and
family to buy this brand.
