See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/306602821

CONSUMER'S PERCEPTION OF ARMANI BRAND LOVE

Conference Paper · March 2016

CITATIONS READS

2 5,248

2 authors:

Paula Rodrigues Paula Costa

Lusíada University - North, Portugal 33 PUBLICATIONS 23 CITATIONS
133 PUBLICATIONS 572 CITATIONS
SEE PROFILE
SEE PROFILE

All content following this page was uploaded by Paula Rodrigues on 25 August 2016.

The user has requested enhancement of the downloaded file.

 CONSUMER’S PERCEPTION OF ARMANI BRAND LOVE

Paula Rodrigues

Lusíada University - North, Portugal

pcristinalopesrodrigues@gmail.com

Paula Costa

Lusíada University, Lisbon, Portugal

paulacosta@acoshoes.pt

ABSTRACT

The use of the construct "Brand Love" is relatively recent in explaining consumer behavior.
However it is pertinent to think that a stronger consumer connection with a brand influences
their behavior. Brand emotional attachment leads to similar results as the loved objects, which
in turn leads to a higher brand loyalty and emotional commitment. This paper aims to
examine how the sense of community and brand engagement influences the brand love. Data
collection was done through a survey with a structured questionnaire for the luxury brand:
Armani. The hypotheses tested were all supported by the empirical part, having been
confirmed for consumers Armani brand is a love brand.

Key Words: “Brand Love”, Sense of Community, Brand Engagement.

1
1.INTRODUCTION

"Brand Love" is the concept that defines the central problem of this work. This theme is
revealed, still little explored in the Marketing however it has acquired relevance and interest,
being an important for the competitiveness of products and brands theme, as well as an
understanding of consumer attitudes faces to brands (Carroll and Ahuvia, 2006). The
relevance of the topic is justified by the fact of feeling and emotion to be enhancers of
acceptance and solidifying the brand in the market and in the minds of consumers, in terms of
the compromise with the same.
The world is constantly changing and interaction information, as this is essential for the
management, constant updating and attention to behavioral patterns to understand the
consumer's perception of the brands (Peracchio et al., 2014). Understanding the Brand Love
may contribute to the great success of brands such as Armani, who have the ability to win a
large number of highly, connected consumers to the brand. This study aims to know the
antecedents of Brand Love through a survey of quantitative trait that, using a structured
questionnaire will standard the level of commitment of consumers towards the Armani brand.

The work is divided into three parts. The first part concerns the theoretical framework,
comprising a brief literature review of the theories of love grounded in psychology, working
on framing the notion of luxury and Brand Love itself, stressing the relevance of the theme
theorists say, revealing how the background of the foundation Brand Love. The second part
presents the conceptual model of the study and the work methodology. Finally, the
conclusion, with the answers to the research objectives and the problem raised by it being
listed academic contributions, the study's limitations and suggestions for future studies.

2.THEORETICAL BACKGROUND AND HYPOTHESES

The desire for luxury is a characteristic of humanity and the criteria for their choice are
essential to the act of purchase (Lipovetsky, 2002, Castarède, 2005; Allérès, 2000 and Roux,
2005). Galhanone (2005) proposes an interesting definition on the subject. For the author,
luxury is all that is rare, exclusive, restricted and hence higher cost as if the object in question
is accessible to most people, can not be regarded as a luxury. To Castarède (2005), the luxury
can be characteristic of shortage criteria they represent, so it can be marked as a rare product,
hardly found, can be understood as a product that few people enjoy, which ensures in both
situations its preciousness. Lipovetsky (2002) suggests the concept of luxury as the
consumption experience. The reasons for choosing a product today go beyond the
specifications and features are sought experiences, sensations, pleasures. It is an emotional
consumption, which alters the notion of luxury.

Lipovetsky and Roux (2005) put forward the view that it has acquired a new dimension
making it a symbol of identity prevailing over the product. The brand may have more value
than the product itself in various situations. Due to the excessive attention given to the brand,

2
the notion of luxury acquires a distorted interpretation, since it assumes itself as a luxury
brand. For Maldonado et al., (2010), the movement of assigning meanings, values, identities,
even magic to objects is exercised today through communication, through persuasive speech
that turns the "nature" of the products, providing them with direction. The brand identity
becomes inherent in attributes, benefits, culture and personality, coveted by consumers, so
there is a symbolic exchange in which the brand gives value to the user (Bhimrao, 2008).
Thus, the luxury consumer therefore becomes the brand.

It is observed that the concept of luxury has been the target of mutations regarding their
essence, yet you're not substantial (Ferraro et al., 2013; Wilcox et al., 2008; Han et al., 2010).
The luxury continues to be the goal of consumption, dictated by offering exclusivity and
required for selective consumers. It is up to brands meet the highest possible number of
characteristic elements of your audience to determine the production process of their products
or services so that they fall within the notion of luxury product.

De Charnetony and Riley (1998) conducted a study which identified twelve brand definitions
being defined as a legal instrument such as a logo, as a company, as a means, as a risk
reducer, as a system of identity, as a image in the mind of the consumer as a value system, as
a personality, as a relationship, and as an added value as an evolving entity. To Aaker (1998),
a brand is a distinctive name or symbol intended to identify the goods or services of one seller
or group of sellers and to differentiate those goods or services from other competitors. For
Gade (1998), the brand is stimulated by the perception by which the individual receives
stimuli through numerous senses and interprets. Kotler and Keller (2006) state that for
branding strategies to be successful, companies must make consumers believe that there are
differences between brands in a particular category of product or service.

Brand Love, Sense of Community and Brand Engagement

Brand Love variable has been much debated recently because as Carroll and Ahuvia (2006)
say the Brand Love is linked to high levels of brand loyalty and a word-of-mouth positive
(WOM). According to Carroll and Ahuvia (2006), Brand Love is defined as the degree of
passion and connection that a satisfied consumer has with a brand. There is, however, an
inherent difficulty in the literature on this theme of love with the brand. Theorists reveal quite
difficult to define what kind of love that a person feels about a brand (Batra et al., 2012).
However all have the certainty that there is some kind of love for the brand because it is there
are brands that have a higher degree of loyalty to other brands (Batra et al, 2012; Ahuvia and
Carroll, 2006). For Kapferer (2004), Kotler and Keller (2006) and Martins (1999) in the
construction of a brand process, emotions acquire a decisive role. Could be cited here
numerous studies whose aim was focused on the interdependence of the feelings of
consumers and brands. Being that highlight the connection of consumers with brands
(Thomson et al., 2005), commitment (Samuelsen and Sandvik, 1998), trust (Chaudhuri and
Holbrook, 2001) and loyalty (Oliver, 1999).

Keh et al. (2007) and Carroll and Ahuvia (2006) present the difference of Brand Love over
other marketing constructs such as Brand Loyalty and the attitude towards the brand. The

3
latter differs from Brand Love, as in the case of attitude toward the brand, this is an object of
the attitude, generating an evaluation by the consumer. Brand Love has a relationship of
objects between the brand and the consumer, including the perception of this relationship. The
Brand Love, analyzed by the three components of the Triangular Theory of Love Sternberg
(1986), promotes a better understanding of the evolution in the relationship (Keh et al., 2007).

Keh et al. (2007) based their research on Brand Love in the Triangular Theory of Love of
Sternberg (1986), proving that the Brand Love involves the three dimensions of theory of
Strenberg (intimacy, passion and commitment). The authors claim that the Brand Love
provides a favorable consumer behavior, showing a direct relationship between brand quality
and consumer satisfaction with Brand Love, thus validating these constructs as antecedents of
feeling.

Ahuvia et al. (2009) present a general theory of love applied to different contexts. The theory
is inspired by the pioneering studies of Ahuvia (1993) that, in turn, was based on studies by
Aron and Aron (1986). Ahuvia et al. (2009) conceive love in two dimensions, the level of
integration with the "self" and the desired level of self-integration.

Batra et al. (2012) developed a new study on Brand Love. The authors are faced with the lack
of theoretical content and the lack of agreement among its theorists about the ideal for
calculating metric. The author in their qualitative study suggest that the Brand Love is formed
from the conception of the consumer himself.

In short, not yet achieved consensus on what is really the Brand Love and influential
dimensions for the construction of this feeling, as well as their consequences. It is known that
the Brand Love resembles interpersonal love, according to the results obtained in several
exploratory studies analyzed, this feeling, love, the universe beyond interpersonal
relationships adjusting to the brands, products and articles.

With regard to the antecedents of this sentiment, consumer experiences and their
identification with the brand, identifying with other users of the brand, beyond the image of
the brand itself, and its resemblance to the image of the consumer himself or one that
consumers want to spend himself, seem to strongly influence the Brand Love (Whang et al.,
2004; Keh et al., 2007; Ahuvia and Carroll, 2006; Bergkvist and Bech-Larsen, 2010; Batra et
al., 2012; Albert et al., 2008b).

Increasingly, Brand Love has assumed an important role as a mediator in the relationship of
consumers with their brands, their attitude and intentions (Fantini et al., 2011). Currently
there is a great effort by companies to add value their products and make a difference from the
competition; however it seems difficult to understand consumer perception. For Carroll and
Ahuvia (2006) is by exploiting and deepening of Brand Love that we achieve a more holistic
and accurate view of consumer feelings face to brands. Understanding the plurality of
consumers belonging to the same group and their brands attitudes, can reveal a quantitative
measure for response to Brand Love and understanding and prediction of the behavior desired

4
by the brands relative to their consumers. For Keh et al. (2007), understanding of the subject
permits, according to the perspective of consumer behavior, working in innovative ways to
market segmentation in terms of the relationship and the feelings of consumers by brand.

The social context in which the individual is inserted is very important for the Marketing once
and this exerts tremendous influence on consumer habits, preferred brands, opinions, beliefs,
consumer incentives, among others. Bergkviste and Bech-Larsen (2010) stressed this
importance focusing on social identity. Later mentioned it through the Sense of Community
and its influences, direct and indirect in Brand Love.

Social identity, by Bergkvist and Bech-Larsen (2010), through the vision of Bagozzi and
Dholakia (2006), reflects the personal identity of the members of a community whose social
identity is reinforced through the brand, allowing the individual the feelings of belonging and
sharing with the group.

The relationship between social identity and brands can be understood as a socially
constructed definition of himself, based on a set of mutual understandings of unique features
that distinguishes the members of non-associated (Rowley and Moldoveanu, 2003). From
another perspective, Crane and Ruebottom (2012) establish the relationship focused on social
identity and economic policy, stressing the importance of this to stakeholders, thus referring
to a corporate context the importance of this issue in the middle. He et al., (2011) referred to
the importance of social identity in building meaningful relationships between customers and
brands. It is through the social identity that consumers are actively put in favor of a brand by
identifying the company has.

During the process of forming their identity, individuals are required by the construction of
social identity. The need for belonging and affirmation are inherent in the development of the
human being as a member of a community, that determines and influences. People establish
their self-concepts and social identities are categorizing themselves as members of particular
social groups (He et al., 2012).

Bergkvist and Bech-Larsen (2010), put forward the concept of Sense of Community in
substitution of the concept of social identity, providing a better understanding of the
importance of social issues in the identity of the individual and, consequently, in Brand Love.

Keller (2003) defines Sense of Community as the affinity or association that a consumer feels
about the other consumers of the same brand. The similarity between the variables "Sense of
Community" and "Social Identity", as well as the results obtained by Bagozzi and Dholakia
(2006), which allow assuming a positive relationship between social identity and
identification with the brand, could replicate in the case of these constructs. Thus, proving the
influence they possess to the Brand Love and ended up as such validate the study by
Bergkvist and Bech-Larsen (2010).

5
In this work, we assumed that the sense of community is important to explain the brand love
in the case of a luxury brand as Armani Brand.

H1: The sense of community influenced positively the brand love of Armani Brand.

The Brand Engagement presumes that consumers wish to invest time, energy, money, or other
resources, beyond those already invested in the purchase or consumption (Keller, 2003). To
Bergkvist and Bech-Larsen (2010) observed a relationship between Brand Engagement and
Brand Love. The author highlights the Brand Engagement taking into account that it is the
result of the other three variables relating to the resonance of the brand and hence the
construction required a strong brand. Then, in this work we considered that brand engagement
will influence the brand love, design up the following hypothesis:

H2: The brand engagement affects positively the brand love of Armani brand.

Thus, this paper considers the Sense of Community and Brand Engagement as two critical
constructs in explaining Brand Love.

3.METHOD

Quantitative Methodology

In this work we chose to follow a quantitative methodology. The quantitative methodology is

used in descriptive research to relate variables and draw conclusions. This quantitative
methodology has gone through structural equation model.

Furthermore, it was found through confirmatory factor analysis is respondents were strongly
attached to brand the point of Armani brand create a relationship of "love". For this a set of
validated scales of academic literature were used. A scale is considered of good quality if it is
reliable and valid. The evaluation of the psychometric properties of the scales used should be
made according to the suggestions of methodology Churchill (1979) and Bollen (1989). This
involves ensuring that the scales are reliable, have validity and are unidimensional.

The choice for the Armani brand results from the fact that Giorgio Armani reached a level of
adoration of your brand visible by Brand Love of their consumers, allowing extending their
brand to the most varied areas.

Questionnaire and Sample

In this work we opted for a structured questionnaire to ensure that respondents answer all the
same questions. Removing the issues of socio-demographic characteristics, all other questions
were measured with five-point Likert scales. The questionnaire is divided in two parts. The

6
first contains information regarding the characterization of individuals and the second part
contains questions related to the research objectives.

Once interrogate the population was not feasible we chose to collect the information through
an online survey, in the case of a convenience sample, since it was distributed by electronic
addresses known. Thus 170 valid questionnaires were collected since the digital format meant
that whoever was the answer, not to leave blank questions.

Presentation, Analysis and Discussion of Data

With the data collected from the survey, an analysis of the socio-demographic characteristics
of respondents was conducted. From the results obtained it appears that 42,9% of respondents
are between 41-55 years old, soon followed by the interval from 26 to 40 years with 35,9%.
These two age groups are the vast majority of respondents. The surveyed sample we find that
57,1% women and 42,9% men. There are here a greater number of women to respond to the
survey than men.

The sample of respondents we find that 63,5% reported being married or in relationships. Of
the respondents, 40% replied that he was receiving a net monthly household income above €
3,000, followed by the range in income between 2001-3000 €. Since this is a luxury brand, the
results are suitable.

Regarding household size, it is found that 83,5% reported a household consisting of 2-5
individuals, followed by 15,3% of households with only one individual. Large families hardly
responded to the survey. The sample of respondents it appears that the vast majority has
higher education and, as such, can not be considered a representative sample of the
population.

The scales used for the collection of information are summarized in the following table and
result of academic review.

Table 1 - Scales Used

Constructo Itens
SC1: Do you feel like you belong to a “club” with other users
Sense of Community
of Armani Brand?
(SC)
SC2: Do you identify with people who use Armani Brand?
Bergami and Bagozzi
SC3: To what extend is Armani Brand used by people like
(2000)
yourself?
BL1. I miss the Armani brand if it is too long without buying
Brand Love (BL) BL2. I feel a deep affection for the Armani brand
(Carroll and Ahuvia, BL3. Armani is a wonderful brand
2006) BL4. Armani makes me feel good
BL5. Armani makes me very happy

7
 BL6. I love Armani
BL7. I am passionate about Armani
BE1. I have a special bond with the brands that I like.
BE2. I consider my favorite brands to be a part of myself.
BE3. I often feel a personal connection between by brands and
me.
BE4. Part of me is defined by important brands in my life.
(Brand Engagement)
BE5. I feel as if I have a close personal connection with the
(BE)
brands I most prefer.
(Sprott et al., 2009)
BE6. I can identify with important brands in my life.
BE7. There are links between the brands that I prefer and how
I view myself.
BE8. My favorite brands are an important indication of who I
am

We conducted an exploratory factor analysis for each of the scales used. To proceed to
exploratory factor analysis, the first step to perform is to get results for the Kaiser-Meyer-
Olkin (KMO) test satisfactory. Starting with the scale of the sense of community the
following values for the KMO = 0,703 is considered good and the Bartlett test with 2 (3) =
167,661 and p-value = 0,000 were obtained tells us that one should perform the exploratory
factorial analysis scale on the sense of community. Using the Kaiser criterion (1960), are
selected factors with greater than 1 (eigenvalues > 1) eigenvalues, thus indicating the factors
that allow extracting at least one original variable. In this case, the sense of community is a
unidimensional construct that explains 72,250% of the total variance. In this case, the scale
was used to measure the Sense of Community is a good range seen Cronbach's alpha
coefficient was obtained was  = 0,808.

The same analysis was performed for the other variables in the Armani Brand Love, Brand
Engagement, and particularly to the construct of the Brand Love itself.

Moving to Brand Love, the results of the Bartlett test and the KMO statistics are for the KMO
= 0,902 is considered very good and the Bartlett test with 2 (21) = 1042,130 and a p-value =
0,000 indicated us that we should carry out the exploratory factor analysis of the scale on
Brand Love. Following the same criteria it appears that the Brand Love is a unidimensional
factor explaining 72,656% of the total variance. The Cronbach's alpha coefficient for
reliability analysis of the scale of the Brand Love was  = 0,936. The value found above 0,9
indicates a very good reliability of the scale Brand Love.

Finally, it moved to the analysis of Brand Engagement obtaining the Bartlett test and the
KMO statistic. In this case, the KMO = 0,910 is considered very good and the Bartlett test
with 2 (28) = 1091,497 and a p-value = 0,000 tells us that we should carry out the exploratory
factor analysis of the scale on Brand Engagement. Brand Engagement is a unidimensional
scale yielding a value of 70,276% of variance explained by the factor for the set of collected
data. The Cronbach's alpha coefficient for reliability analysis of the scale of Brand

8
Engagement was  = 0,936 for eight items. The value found for the Cronbach's alpha
coefficient indicates a very good reliability of the scale.

Falta aqui os resultados da regressão

4.DISCUSSION AND CONCLUSION

The proposed general objectives for the clarification of the theme have been achieved. It was
found that in the model the factors behind Brand Love observed as the Armani brand.

After careful socio-demographic characterization of the sample of respondents is possible to

conclude that the majority are female and are between the ages of 41 to 50 years, are married
or consensual union, and belong to household 2 to 5 elements. Respondents fall-especially in
a high level to the national average, which is not at all strange, since it seeks to understand the
behavioral patterns of consumers regarding luxury brands incomes. With regard to the
academic degree, this can not be considered representative of the population due to the high
number of individuals surveyed possess higher level of education.

After the socio-demographic characteristics, important to highlight the conclusions reached

regarding the main objective of this study - whether respondents create a strong connection
with the Armani brand, making it a Brand Love - which was found through exploratory factor
analysis and the least squares estimation of an explanatory model, therefore, respondents
reveal is strongly linked to the Armani brand to the point of creating a relationship of "love"
with the brand. Since the sense of community and brand engagement are explanatory factors
in the case of Armani Love Brand.

The aspects listed above are justified after evaluating the intersection of the variables listed
empirically and buying the Armani brand as explanatory phenomena of individual behavior
towards the brand. Thus, one can express as completion of secondary objectives of this study
corroboration of the following hypotheses:

Therefore, the result of crossing the variables with the intention to purchase the brand allows
knowing better the consumer. This is important tool for helping professionals of Marketing
and Management because it allows direct strategies to an audience whose characteristics are
more specific and better understood, which translates into an increase of the potential of the
brand and, consequently, in its success.

Research Implications and Limitations

9
The following academic contributions are listed because they are considered as more
significant. The first contribution refers to increased knowledge for research of Brand Love, a
relatively recent construct in the literature of marketing and management that deserves
continued attention, exploration and research, because he is away from his full explanation. A
thorough understanding of issues related Brand Love leads to new optical analysis of
consumer behavior.

The second contribution, not least that the first reflected in the differences resulting from the
analysis of the impact of the variables in the consequences of Brand Love. This evidence
leads to a vision of Brand Love as a feeling that is altered, there is no accurate way to analyze
them, or closed motivating factors for building this feeling standard and the consequences that
it tends to generate. However, grounds for their understanding and analysis through variables
present in several consecutive surveys of antecedents and consequences of Brand Love, who
remained here in the model of the brand in the study were checked.

Continuing with the specificities of this study, the model tested proved to be satisfactory for
the understanding of love, namely the dimension related to feelings encompassed by Brand
Love, which translates to a solidification of the scale Ahuvia and Carroll (2006).

As the last contribution, by solidification of Sense of Community and Brand Engagement

variables as antecedents of Brand Love, where the Armani brand, determine consumer
behavior and consumer brand profile lover justifying Brand Love they perform.

Even with the great contributions made by the results of both the academic and business
viewpoint, the study has some limitations insusceptible of consideration.
First it is noted that a sample of probabilistic character was not used comprising an inability to
generalize findings to the population. The studies developed from quantitative methodologies,
specifically structured questionnaires, allow a range of greater amplitude, however, was used
here with the theoretical aim and code, so it points to the need for caution when extrapolating
the results described empirically. On the other hand, respondents do not have the opportunity
to justify their answers, limiting the data obtained to the questions imposed by the
investigator, numerically, placing limitations on interpretations of some data.

Future Research

The first suggestion relates to models of antecedents and consequences of Brand Love to be
replicated in other studies, for different brands and populations and that qualitative studies are
performed based on the models outlined by this research. The scale presented here should be
tested in future studies, as well as further analysis of the dimensions of Brand Love, for new
brands and other product categories.

In the present study do not exhaust the antecedents and not explored the consequences of
love, being relevant the suggestion of new constructs that may enrich the model, as well as the
study of consumer profiles and types of love they felt.

10
It is suggested that the model be replicated in comparative studies in relation to cultural
patterns, trying to understand the impact of these in Brand Love, the antecedents and
consequences.

Finally, it is suggested to extent the study of psychological factors that are beyond the level of
love referred to in this study, ie, to go beyond love and study it’s sickening level, the
obsession with brands or own addiction itself, and that would mean for the brand and the
consumer attain that level of emotional dependence.

REFERENCES
Aaker, D. A. (1998), Brand equity: gerenciando o valor da marca. São Paulo: Negócio.

Albert, N.; Merunka, D. and Valette-Florence, P. (2008a), “When Consumers Love Their
Brands: Exploring the Concept and its Dimensions”, Journal of Business Research, Vol. 61,
Nº 10, pp. 1062-1075.

Albert, N.; Merunka, D. and Valette-Florence, P. (2008b), “Society for Marketing Advances”,
Annual Conference Conceptualizing and Measuring Consumers’ Love towards their Brands.
St. Petersburg, Florida.

Albert, N.; Merunka, D. and Valette-Florence, P. (2009), “The Feeling of Love Toward a
Brand: Concept and Measurement”, McGill, Ann L.; Shavitt, Sharon (eds.), Advances in
Consumer Research, Volume 36. Duluth, MN: Association for Consumer Research, pp. 300-
307.

Albert, N., & Valette-Florence, P. (2010). “Measuring the Love Feeling for a Brand using
Interpersonal Love Items”, Journal of Marketing Development and Competitiveness, Vol. 5,
Nº 1, pp. 57-63.

Ahuvia, A.C. (1993). I Love It! Towards a Unifying Theory of Love Across Diverse Love
Objects. Doctoral dissertation, University of Michigan.

Ahuvia, A.C., Batra, R., and Bagozzi, R. P. (2009). Love, Desire, and Identity. A conditional
integration theory of the love of things. In: Handbook of Brand Relationship. Ed. MacInnis ,
Deborah J., Park, C. Whan, & Priester, Joseph R.. London, UK: Society of Consumer
Psychology.

Allèrés, D. (2000), Luxo: Estratégias/Marketing. Rio de Janeiro: FGV.

Aron, A. A. e Aron, E. N. (1986), Love as expansion of the self: understanding attraction and
satisfaction. New York: Hemisphere.

Back, K-J. (2005), “The Effects of Image Congruence on Customers’ Brand Loyalty in the
Upper Middle-Class Hotel Industry”, Journal of Hospitality and Tourism Research, Vol. 29,
Nº 4, pp. 448-467.

11
Bagozzi, R. P. and Dholakia, U. M. (2006), “Antecedents and purchase consequences of
customer participation in small group brand communities”, International Journal of Research
in Marketing, Vol. 23, Nº 1, pp. 45–61.

Barth, M. (2010), “Da necessidade ao desejo: o consumo de luxo e a ascensão do querer”,

Revista Eletrônica Temática. Ano VI, Nº 11, pp. 1-13.

Batra, R., Ahuvia, A. and Bagozzi, R. P. (2012), “Brand Love”, Journal of Marketing, Vol.
76, Nº 2, pp. 1-16.

Bergami, M. and Bagozzi, R. P. (2000), “Self-categorization, affective commitment and

group self-esteem as distinct aspects of social identity in the organization”, British Journal of
Social Psychology, Vol. 39, pp. 555–577.

Bergkvist, L. and Bech-Larsen, T. (2010), “Two Studies of Consequences and Actionable

Antecedents of Brand Love”, Journal of Brand Management, Vol. 17 (June), pp. 504-18.

Bhimrao, M. G. (2008), "Building brand identity in competitive markets: a conceptual

model", Journal of Product & Brand Management, Vol. 17, Nº 1, pp.4 - 12.

Bollen, K.A. (1989), Structural Equations with Latent Variables, New York: John Wiley &
Sons, Inc.

Carroll, B. A.; Ahuvia, A. C. (2006), “Some Antecedents And Outcomes Of Brand Love”,
Marketing Letters, Vol. 17, Nº 2, pp. 79-89.

Castarede, J. (2005), O luxo: os segredos dos produtos mais desejados do mundo. São Paulo:
Barcarolla.

Chaudhuri, A. and Holbrook, M. B. (2001), “The Chain Of Effects From Brand Trust And
Brand Affect To Brand Performance: The Role Of Brand Loyalty”, Journal of Marketing Vol.
65, Nº 2, pp. 81-93.

Churchill, J. R. (1979), “A Paradigm for Developing Better Measures of Marketing

Constructs”, Journal of Marketing Research, Vol. 16, Nº1, pp.64-73.

Crane, A. and Ruebottom, T. (2012), “Stakeholder theory and social identity: Rethinking
stakeholder identification”, Journal of Business Ethics, Vol. 102, pp. 77-87.

Davis, K. E., & Todd, M. J. (1982). Friendship and love relationships. In K. E. Davis, and T.
O. Mitchell (Eds.), Advances in descriptive psychology, Vol. 2, p. 79-112. Greenwich, CT:
JAI Press.

Davis, K. E., & Todd, M. J. (1985). Assessing friendships: Prototypes, paradigm cases, and
Davis, K. E., & Todd, M. J. (1985). Assessing friendships: Prototypes, paradigm cases, and
series in personal relationships (Vol. 1; pp. 17-37). Beverly Hills: Sage.

De Chernatony, L. and Riley, F. D.’O. (1998), Defining a “Brand”: Beyond The Literature
With Experts’ Interpretations, Journal of Marketing, Vol. 14, pp. 417-443.

12
Fantini, M.; Filho, C. and Souki, G. (2011), “Antecedentes do amor a marca e seus impactos
nas intenções comportamentais de consumidores: um estudo empírico no setor automotivo”,
Revista Gestão e Planejamento, pp. 74-79.

Ferraro, R.; Kirmani, A. and Matherly, T. (2013), “Look at Me! Look at Me! Conspicuous
Brand Usage, Self-Brand Connection, and Dilution”. Journal of Marketing Research Vol. 50,
Nº4, pp. 477-488.

Gade, Christiane. (1998), Psicologia do Consumidor e da propaganda, Ed. rev., e ampl. São
Paulo: EPU.

Galhanone, R. F. (2005), “O mercado do luxo: aspectos de marketing”, in: Revista Rege-USP,

São Paulo, p. 1-12.

Han, Y. Jee, J.; Nunes, C. and Drèze, X. (2010), “Signaling Status with Luxury Goods: The
Role of Brand Prominence”, Journal of Marketing, Vol. 74, Nº 4, pp. 15-30.

Hatfield, E. and Sprecher, S. (1986), “Measuring Passionate Love in Intimate Relationships”,

Journal of Adolescence, Vol. 9, pp. 383-410.

He, H.; Li, Y. and Harris, L. (2011), “Social Identity Perspective on Brand loyalty”, Journal
of Business Research, Vol. 65, pp. 648-65.

Kamat, V. and Parulekar, A. A. (2007), “Brand Love - the Precursor to Loyalty”, Advertising
and Consumer Psychology Conference, New Frontiers in Branding: Attitudes, Attachments,
and Relationships. Santa Monica, CA.

Keh, H. T.; Pang, J. and Peng, S. (2007), “Understanding and Measuring Brand Love”, Paper
presented at the Advertising and Consumer Psychology Conference, New Frontiers in
Branding: Attitudes, Attachments, and Relationships. Santa Monica, CA.

Keller, K. L. (2001), “Building Customer-Based Brand Equity: A Blueprint for Creating

Strong Brands”, Marketing Management, pp. 15-19.

Keller, K.L. (2003), Strategic Brand Management – Building, Measuring, and Managing
Brand Equity. New Jersey: Prentice Hall/Pearson Education International.

Kapferer, J.-N. (2004), O que vai mudar as marcas. Porto Alegre: Bookman.

Kotler, P. and Keller, K. L. (2006), Marketing management. Upper Saddle River, NJ: Pearson
Prentice Hall.

Lee, J.A. (1977), “A Typology of Styles of Loving”, Personality and Social Psychology
Bulletin, Vol. 3, Spring, pp. 173-182.

Lipovetsky, G. (2002), O império do efêmero: a moda e seu destino nas sociedades

modernas. São Paulo, SP: Editora Schwarcz.

13
Lipovestky, G. and Roux, E. (2005), O Luxo Eterno: da idade do sagrado ao tempo das
marcas, São Paulo, Companhia das Letras.

Maldonado, M.C.; Sales, G.M.J. and Albuquerque, F.M.F. (2010), “Desejos do luxo, Possível
Prazer ou Ostentação Ofensiva?”, V ENEC - Encontro Nacional de Estudos do Consumo I
Encontro Luso-Brasileiro de Estudos do Consumo Tendências e ideologias do consumo no
mundo contemporâneo 15, 16 e 17 de setembro de 2010 - Rio de Janeiro/RJ.

Martins, J. (1999), A natureza emocional da marca: como escolher a imagem que fortalece
sua marca, São Paulo: Negócio Editora.

Nueno, J.; Quelch, J. (1998), "The Mass Marketing of Luxury", Business Horizons, Vol. 41,
Nº 6, pp. 61-68.

Oliver, R. L. (1999), “Whence Consumer Loyalty”, Journal of Marketing, Vol. 63, pp. 33-44.

Peracchio, L. A., Luce, M. F. and McGill, A. L. (2014), “Building Bridges for an

Interconnected Field of Consumer Research”, Journal of Consumer Research, Vol. 40, No. 6,
pp. iii-vi.

Roux, E. (2005), O luxo eterno: da idade do sagrado ao tempo das marcas,1ª ed., São Paulo,
SP: Rocco.

Rovai, A. P. (2002), “Building Sense of Community at a Distance”, The International

Review of Research in Open and Distance Learning, Vol. 3, Nº 1, pp.1-16.

Rowley, T. I. and Moldoveanu, M. (2003), “When will stakeholder groups act? An

interestand identity-based model of stakeholder group mobilization”, Academy of
Management Review, Vol. 28, Nº 2, pp. 204–219.

Rubin, Zi.(1970 ), “Measurement of Romantic Love”, Journal of Personality and Social

Psychology, Vol. 16, Nº 2, pp. 265–73.

Samuelsen, B. and Sandvik, K. (1998), “Effects of customer state of commitment to service

provider”, Proceedings of the 27th EMAC Conference, Vol. 1, pp. 345–350.

Santana, E. E. P. (2009), Amor à marca e seu relacionamento com algumas variáveis que o
antecedem e o sucedem: Um estudo sob a ótica de torcedores-consumidores de times de
futebol brasileiros. Tese de doutoramento, Programa de Pós-graduação em Administração,
Setor de Ciências Sociais Aplicadas da Universidade Federal do Paraná, Curitiba.

Santana, É. E. de P., Sobrinho, Z. A., (2008) Um Modelo Conceitual Sobre a Influência do

Amor à Marca no Comportamento do Consumidor no Concernente à Indústria do Futebol.
Encontro Nacional da ANPAD, Rio de Janeiro.

Sarkar, A. (2011), “Romancing with a Brand: A Conceptual Analysis of Romantic Consumer-

brand Relationship”, Management & Marketing, Vol. 6, pp.79-94.

14
 Shuv-Ami, A. (2011), “The Impact of Love and Quality on Brand Satisfaction and
Intentions”, ANZMAC 2011 Annual Conference. Australia: Perth.

Shaver, P. and Hazan, C. (1987), “Being Lonely, Falling in Love: Perspectives from
Attachment Theory”, Journal of Social Behavior & Personality, Vol. 2, Nº 2, pp. 105-124.

Sternberg, R. J. (1986), “A Triangular Theory of Love”, Psychological Review, Vol. 93, Nº 2,

pp. 119-135.

Sprott, D.; Czellar, S. and Spangenberg, E. (2009), “The importance of a general measure of
brand engagement on market behavior: Development and validation of a scale”, Journal of
Marketing Research, Vol. XLVI (February), pp. 92-104.

Thomson, M.; MacInnis, D. J. and Park, C. W. (2005), “The Ties That Bind: Measuring The
Strength Of Consumers’ Emotional Attachments To Brands”, Journal of Consumer
Psychology Vol. 15, Nº 1, pp. 77-91.

Vigneron, F. and Johnson, L. (2004), "Measuring Perceptions of brand luxury", Journal of

Brand Management, Vol. 11, Nº 6, pp. 484-506.

Westheimer, J. and Kahne, J. (1993), “Building school communities: An experience based

model”, Phi Delta Kappan, Vol. 75, Nº 4, pp. 324-28.

Wilcox, K., Kim, H. M. and Sen, S. (2009), “Why Do Consumers Buy Counterfeit Luxury
Brands?”, Journal of Marketing Research: Vol. 46, Nº 2, pp. 247-259.

Whang, Y. O.; Allen, J.; Sahoury, N. and Zhang, H. T. (2004), “Failing in love with a
product: The structure of a romantic consumer-product relationship”, Advances in Consumer
Research, Vol. 31, pp. 316-328.

15

View publication stats