Brand Love and Brand Forgiveness: An Empirical Study in Turkey
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...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2022-01-01
|
| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/jmcbem/vol2022/iss1/2/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832096590071857152 |
|---|---|
| author | Merve Yanar Gürce Petek Tosun |
| author_facet | Merve Yanar Gürce Petek Tosun |
| author_sort | Merve Yanar Gürce |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-66d39a94471a4f0182962c320bf72e7d |
| institution | Kabale University |
| issn | 2449-6634 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | University of Warsaw |
| record_format | Article |
| series | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| spelling | doaj-art-66d39a94471a4f0182962c320bf72e7d2025-02-05T12:50:08ZengUniversity of WarsawJournal of Marketing and Consumer Behaviour in Emerging Markets2449-66342022-01-0120221223910.7172/2449-6634.jmcbem.2022.1.2Brand Love and Brand Forgiveness: An Empirical Study in TurkeyMerve Yanar Gürce0https://orcid.org/0000-0002-9616-1815Petek Tosun1https://orcid.org/0000-0002-9228-8907Marketing School of Business, American International University, Al Jahra, KuwaitMarketing Faculty of Economics, Administrative and Social Sciences, Kadir Has University, Istanbul, TurkeyBrand 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.https://press.wz.uw.edu.pl/jmcbem/vol2022/iss1/2/brand lovebrand forgivenessanthropomorphismretail brands |
| spellingShingle | Merve Yanar Gürce Petek Tosun Brand Love and Brand Forgiveness: An Empirical Study in Turkey Journal of Marketing and Consumer Behaviour in Emerging Markets brand love brand forgiveness anthropomorphism retail brands |
| title | Brand Love and Brand Forgiveness: An Empirical Study in Turkey |
| title_full | Brand Love and Brand Forgiveness: An Empirical Study in Turkey |
| title_fullStr | Brand Love and Brand Forgiveness: An Empirical Study in Turkey |
| title_full_unstemmed | Brand Love and Brand Forgiveness: An Empirical Study in Turkey |
| title_short | Brand Love and Brand Forgiveness: An Empirical Study in Turkey |
| title_sort | brand love and brand forgiveness an empirical study in turkey |
| topic | brand love brand forgiveness anthropomorphism retail brands |
| url | https://press.wz.uw.edu.pl/jmcbem/vol2022/iss1/2/ |
| work_keys_str_mv | AT merveyanargurce brandloveandbrandforgivenessanempiricalstudyinturkey AT petektosun brandloveandbrandforgivenessanempiricalstudyinturkey |