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Exploring Brand Love: Interpersonal or Parasocial Relationship?

Delve into the relationship between brand love and existing branding concepts, exploring theories of interpersonal and parasocial love in consumer behavior studies.

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Exploring Brand Love: Interpersonal or Parasocial Relationship?

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  1. Brand Love Interpersonal or Parasocial Relationship? Marc Fetscherin, Ph.D. & Mary Conway-Dato-On Crummer Graduate School of Business Rollins College

  2. Brand Love Interpersonal or Parasocial Relationship? Marc Fetscherin, Ph.D. & Mary Conway Dato-on, Ph.D. Rollins College Crummer Graduate School of Business MBA Ranking Financial Times#59 worldwide Business Week #23 nationally, #1 in Florida Forbes#36 nationally, #1 in Florida

  3. Agenda • Introduction & Literature Review • Theoretical Framework and Hypotheses • Research Method • Analyses and Results • Conclusion and Limitations

  4. Purpose • Assess the relationship between brand love and existing branding concepts (2) Assess the suitable underlying relationship theory in which brand love is grounded

  5. Literature Review • Feelings of love towards products (Ball and Tasaki, 1995; Rozanski et al., 1999; Thomason et al., 2005; Wallendorf and Arnould, 1988) • Feeling of love towards brands (Aggarwal, 2004; Fournier, 1998; Monga, 2002; Swaminathan et al., 2007) • Brands as relationship partners (Keh, Pang & Peng, 2007) with many different brand relationship constructs (Fournier, 1998) • Various types of intensities of relationships (Albert et al., 2008) • Literature review indicates all empirical studies based on the interpersonal love relationship theory (Sternberg, 1986)

  6. Brand Love • Brand love - one of the least studied brand constructs • Love influences consumer’s emotion and has a strong connection to individual’s self concept and identity (Richins, 1997) • Emotions are linked to product risks and purchase intention (Chaudhuri, 1998) • Definition of brand love • Degree of passionate emotional attachment(Carroll & Ahuvia, 2006) • Intimate, passionate, and committed relationship characterized by its reciprocal, purposive and dynamic properties(Keh, Pang & Peng, 2007)

  7. Few Brand Love Studies

  8. Limitations of Current Studies • All based on same relationship theory, Sternberg (1986) triangular theory of interpersonal love • Theory is robust but sole theoretical basis is challenged • Yoon and Gutchess (2006) showed consumers process brand relationships in a different part of the brain than is used for interpersonal relationships (see also Ahuvia, 2008*) * Symposium, Advances in Consumer Research, 2008, p. 177

  9. Agenda • Introduction & Literature Review • Theoretical Framework and Hypotheses • Research Method • Analyses and Results • Conclusion and Limitations

  10. Interpersonal Love • If brand love is grounded by theory of interpersonal love relationship, many other theories: • Love Attitude Scale (Henddrick and Hendrick, 1986) • Relationship Rating Form (Davis and Todd, 1985) • Passionate Love Scale (Hatfield and Sprecher, 1986) • Attachment Styles (Shaver and Hazan, 1987) • Masuda (2003) in the meta-analyses of love scales shows love has two dimensions: erotic and companionate love • Sternberg does not differentiate among love dimensions H1: Interpersonal companionate love relationship has a positive effect on brand love

  11. Parasocial Love • Brand love is a one-directional relationship (parasocial) rather than a bi-directional relationship (interpersonal) • Wang et al. (2004, p. 320) “when the target of love is replaced with an object, love becomes uni-directional” • Parasocial interaction (PSI) is a perceived relationship of friendship or intimacy by audience with media person (Horton and Wohl, 1956) • Originally assess the relationship between celebrities and audience or fans (Caughey, 1984) H2: Parasocial love relationship has a positive effect on brand love

  12. Brand History • Fournier and Yao (1997) stressed that a brand can generate nostalgic remembrances from childhood • Consumers with long history might be more brand loyal, but might also have a positive feeling towards the brand H3a: Brand history has a positive effect on brand loyalty H3b: Brand history has a positive effect on brand love

  13. Brand Loyalty • Generally positive relationship between brand satisfaction and brand loyalty (Kraft et al., 1973; LaBarbera and Mazursky, 1983; Kasper, 1988; Bloemer and Lemmink, 1992). • Less known relationship between brand loyalty and brand love. Carroll and Ahuvia (2006) or Kamat and Parulekar (2007) argue that brand love precedes brand loyalty • We challenge, people who are loyal do not necessarily love the brand but people who love a brand are loyal to that brand H4: Brand loyalty has a positive effect on brand love

  14. Research Model Relationship Theory H1, H2 Brand Love Brand History H3b H4 H3a Brand Loyalty

  15. Agenda • Introduction & Literature Review • Theoretical Framework and Hypotheses • Research Method • Analyses and Results • Conclusion and Limitations

  16. Research Method • Measurement items • Dependent variables: • Expressed overall love for brand (Albert et al. 2008; Rubin, 1970) • Independent variables • Interpersonal love: Love Attitude scale (Hendrick and Hendrick, 1986; Lee 1977) • Parasocial love: Parasocial Interaction scale (Perse and Rubin, 1989) • Brand history: (Albert et al., 2008) • Brand loyalty: Attitudinal & behavioral brand loyalty (Quester and Lim, 2003) • Product category: Cars - heavily branded products (Albert et al. 2008)

  17. Data Collection • Data collection: Survey among undergraduate and graduate students in the United States* • Pre-Test with 20 respondents • Surveyed 196; 180 usable questionnaire • Unbiased brand recall of 3 car brands, select favorite as reference brand to answer survey • All Questions use 5-point Likert scale (1 = strongly disagree to 5 = strongly agree). This allows consistent coding * Country image scale (Martin and Eroglu, 1993), buying impulsiveness scale (Rook and Fisher, 1995), brand association scale (Low and Lamb, 2000), consumer-based brand equity scale (Yoo and Donthu, 2001)

  18. Agenda • Introduction & Literature Review • Theoretical Framework and Hypotheses • Research Method • Analyses and Results • Conclusion and Limitations

  19. Reliability and Validity • Content validity - items based on current literature and consulting other marketing professors • Construct validity • Convergence validity (internal consistency, stability and reliability) • Cronbach alpha. Overall with .922; interpersonal love (.905); parasocial love (.794); brand history (.840); and brand loyalty (.850) • Test-retest reliability by split-half reliability (.728) and odd-even reliability (.927) • Discriminate validity by means of EFA and CFA

  20. Summary Results

  21. Summary Results Parasocial Love Relationship Theory 0.75*** Brand Love R2 = 70% Brand History 0.06 0.44*** 0.35*** Brand Loyalty R2= 19% Relationship Theory Interpersonal Love 0.35*** Brand Love R2 = 46% Brand History 0.04 0.43*** 0.60*** Brand Loyalty R2= 19%

  22. Summary Model Fit

  23. Agenda • Introduction & Literature Review • Theoretical Framework and Hypotheses • Research Method • Analyses and Results • Conclusion and Limitations

  24. Conclusion • Both relationship theories explain some degree of brand love but the construct based on parasocial love theory > interpersonal love theory • Brand history positively influences brand loyalty but does not influence brand love • What is the relationship between brand loyalty and brand love? We show that brand loyalty positively influences brand love • Future research is needed to further understand the concept of brand love and the interaction with other brand constructs

  25. Limitations • Student sample: Many studies use students still limitation and larger and more diverse pool of respondents needed(e.g., country image scale by Martin and Eroglu (1993) or consumer-based brand equity scale by Yoo and Donthu (2001)) • Other countries (relate culture and brand love) • Other product categories • Independent variables, use other branding constructs • Dependent variable, include behavioral data • Improve overall model fit by adding other variables or measurement items

  26. Title • Text…. • Text • Financial Times #59 worldwide • Business Week #23 nationally, #1 in Florida • Forbes #36 nationally, #1 in Florida www.consumer-brand-relationship.com Rollins College Crummer Graduate School of Business MBA Ranking Financial Times#59 worldwide Business Week #23 nationally, #1 in Florida Forbes#36 nationally, #1 in Florida

  27. Thank you

  28. Comparison: Parasocial Love Relationship Theory 0.75*** Brand Love R2 = 70% Brand History 0.06 0.44*** 0.35*** Brand Loyalty R2= 19% Relationship Theory 0.86*** Brand Love R2= 76% Brand History 0.15 0.66*** 0.21** Brand Loyalty R2= 52%

  29. Comparison: Interpersonal Love Relationship Theory 0.35*** Brand Love R2 = 46% Brand History 0.04 0.43*** 0.60*** Brand Loyalty R2= 19% Relationship Theory 0.53*** Brand Love R2 = 30% Brand History 0.12 0.63*** 0.23** Brand Loyalty R2= 49%

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