Kajian Historis Brand Love: Dari Konvensional Hingga Digital

Aditya Pandowo; David P. Saerang; Frederik G. Worang; Rudi S. Wenas; Christofel Mintardjo

doi:10.31004/riggs.v4i2.927

Authors

Aditya Pandowo Universitas Negeri Manado
David P. Saerang Universitas Sam Ratulangi
Frederik G. Worang Universitas Sam Ratulangi
Rudi S. Wenas Universitas Sam Ratulangi
Christofel Mintardjo Universitas Sam Ratulangi

DOI:

https://doi.org/10.31004/riggs.v4i2.927

Keywords:

cinta merek, kajian historis, pendekatan kualitatif

Abstract

Riset ini bertujuan untuk mengeksplorasi konstruk cinta merek sehingga mencapai konsensus dalam menentukan definisi, anteseden, dan konsekuensi dari cinta merek. Dengan menggunakan pendekatan kualitatif, riset saat ini berfokus pada kajian historis dimana konstruk cinta merek dieksplorasi berdasarkan kerangka waktu dan dibagi dalam tiga bagian, tahap inisiasi, tahap kematangan, dan masa depan. Penggunaan sumber data dokumenter menjadi bagian dari eksplorasi dalam mengumpulkan konstruk yang berhubungan dengan cinta merek. Tulisan ini dapat memberikan kontribusi bagi akademisi maupun praktisi dalam memahami evolusi, faktor-faktor determinan, maupun konsekuensi dari cinta merek

Downloads

Download data is not yet available.

References

B. A. Carroll and A. C. Ahuvia, “Some antecedents and outcomes of brand love,” Marketing Letters, vol. 17, no. 2, pp. 79–89, Apr. 2006, doi: 10.1007/s11002-006-4219-2.

N. Albert, D. Merunka, and P. Valette-Florence, “When consumers love their brands: Exploring the concept and its dimensions,” Journal of Business Research, vol. 61, no. 10, pp. 1062–1075, Oct. 2008, doi: 10.1016/j.jbusres.2007.09.014.

R. Batra, A. Ahuvia, and R. P. Bagozzi, “Brand Love,” Journal of Marketing, vol. 76, no. 2, pp. 1–16, Mar. 2012, doi: 10.1509/jm.09.0339.

A.-W. Harzing, “Microsoft Academic (Search): a Phoenix arisen from the ashes?,” Scientometrics, vol. 108, no. 3, pp. 1637–1647, Sep. 2016, doi: 10.1007/s11192-016-2026-y.

S. Fournier, “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, vol. 24, no. 4, pp. 343–353, Mar. 1998, doi: 10.1086/209515.

L. Bergkvist and T. Bech-Larsen, “Two studies of consequences and actionable antecedents of brand love,” Journal of Brand Management, vol. 17, no. 7, pp. 504–518, Jun. 2010, doi: 10.1057/bm.2010.6.

R. P. Bagozzi, R. Batra, and A. Ahuvia, “Brand love: development and validation of a practical scale,” Marketing Letters, vol. 28, no. 1, pp. 1–14, Mar. 2017, doi: 10.1007/s11002-016-9406-1.

M. Mody and L. Hanks, “Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb,” Journal of Travel Research, vol. 59, no. 1, pp. 173–189, Feb. 2020, doi: 10.1177/0047287519826233.

I. Hameed, Z. Hyder, M. Imran, and K. Shafiq, “Greenwash and green purchase behavior: an environmentally sustainable perspective,” Environment, Development, and Sustainability, vol. 23, no. 9, pp. 13113–13134, Sep. 2021, doi: 10.1007/s10668-020-01202-1.

K. Shetty and J. R. Fitzsimmons, “The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY’s in the luxury branding sector,” Journal of Fashion Marketing and Management: An International Journal, vol. 26, no. 1, pp. 21–35, Mar. 2022, doi: 10.1108/JFMM-09-2020-0208.

R. Salehzadeh, M. Sayedan, S. M. Mirmehdi, and P. Heidari Aqagoli, “Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude,” Journal of Islamic Marketing, vol. 14, no. 1, pp. 250–272, Jan. 2023, doi: 10.1108/JIMA-08-2019-0169.

D. Chakraborty and J. Paul, “Healthcare apps’ purchase intention: A consumption values perspective,” Technovation, vol. 120, p. 102481, Feb. 2023, doi: 10.1016/j.technovation.2022.102481.

E. Wallace, I. Buil, and L. de Chernatony, “Consumer engagement with self-expressive brands: Brand love and WOM outcomes,” Journal of Product and Brand Management, vol. 23, no. 1, pp. 33–42, 2014, doi: 10.1108/JPBM-06-2013-0326.

P. Torres, M. Augusto, and C. Neves, “Value dimensions of gamification and their influence on brand loyalty and word‐of‐mouth: Relationships and combinations with satisfaction and brand love,” Psychology and Marketing, p. mar.21573, Aug. 2021, doi: 10.1002/mar.21573.

S. Bazi, R. Filieri, and M. Gorton, “Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty,” Journal of Business Research, vol. 160, p. 113778, May 2023, doi: 10.1016/j.jbusres.2023.113778.

R. Anbumathi, S. Dorai, and U. Palaniappan, “Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services,” Journal of Retailing and Consumer Services, vol. 71, p. 103181, Mar. 2023, doi: 10.1016/j.jretconser.2022.103181.

K.-H. Lee and S. S. Hyun, “The Effects of Perceived Destination Ability and Destination Brand Love on Tourists’ Loyalty to Post-Disaster Tourism Destinations: The Case of Korean Tourists to Japan,” Journal of Travel & Tourism Marketing, vol. 33, no. 5, pp. 613–627, Jun. 2016, doi: 10.1080/10548408.2016.1167349.

C.-R. Liu, Y.-C. Wang, T.-H. Chiu, and S.-P. Chen, “Antecedents and Outcomes of Lifestyle Hotel Brand Attachment and Love: The case of Gen Y,” Journal of Hospitality Marketing & Management, vol. 27, no. 3, pp. 281–298, Apr. 2018, doi: 10.1080/19368623.2017.1364197.

K. Aro and K. Suomi, “Interrelatedness of Brand Love and Brand Hate: The Case of a Female Personal Political Brand in Finland,” Corporate Reputation Review, pp. 1–18, May 2024, doi: 10.1057/s41299-024-00189-z.

J.-H. Bae and H.-M. Jeon, “Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic,” Sustainability, vol. 14, no. 18, p. 11713, Sep. 2022, doi: 10.3390/su141811713.

M. Sohaib, J. Mlynarski, and R. Wu, “Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China,” Sustainability, vol. 15, no. 1, p. 746, Dec. 2022, doi: 10.3390/su15010746.

O. Agyekum, E. Kwame Addae, and A. Yeboah, “Examining the nexus between self-congruity, brand love and negative consumer behavioural outcomes,” Cogent Business & Management, vol. 12, no. 1, Dec. 2025, doi: 10.1080/23311975.2025.2476701.

S. Chauhan, R. Banerjee, C. Chakraborty, M. Mittal, A. Shiva, and V. Ravi, “A self-congruence and impulse buying effect on user’s shopping behaviour over social networking sites: an empirical study,” International Journal of Pervasive Computing and Communications, vol. 17, no. 4, pp. 404–425, Sep. 2021, doi: 10.1108/IJPCC-01-2021-0013.

Md. Hafez, “The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust,” International Journal of Bank Marketing, vol. 39, no. 7, pp. 1353–1376, Oct. 2021, doi: 10.1108/IJBM-02-2021-0067.

J. Robertson, E. Botha, C. Ferreira, and L. Pitt, “How deep is your love? The brand love-loyalty matrix in consumer-brand relationships,” Journal of Business Research, vol. 149, pp. 651–662, Oct. 2022, doi: 10.1016/j.jbusres.2022.05.058.

A. Pandowo, “How to create brand love in private label: The role of satisfaction as intervening variable,” Journal of Marketing Management (JMM), vol. 4, no. 2, pp. 81–91, 2016, doi: 10.15640/jmm.v4n2a7.

D. Ghorbanzadeh and A. Rahehagh, “Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty,” Rajagiri Management Journal, vol. 15, no. 1, pp. 16–38, Apr. 2021, doi: 10.1108/ramj-05-2020-0024.

Y. Zhang, J. Zhang, and K. Sakulsinlapakorn, “Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure,” Journal of Product & Brand Management, vol. 30, no. 3, pp. 415–432, Mar. 2020, doi: 10.1108/JPBM-07-2019-2470.

C. Rodrigues and A. Brandão, “Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand,” International Review of Retail, Distribution and Consumer Research, vol. 31, no. 1, pp. 78–105, 2021, doi: 10.1080/09593969.2020.1768577.

M. Junaid, M. Fetscherin, K. Hussain, and F. Hou, “Brand love and brand addiction and their effects on consumers’ negative behaviors,” European Journal of Marketing, vol. 56, no. 12, pp. 3227–3248, Nov. 2022, doi: 10.1108/EJM-09-2019-0727.

M. Santos and W. Schlesinger, “When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services,” Spanish Journal of Marketing - ESIC, vol. 25, no. 3, pp. 374–391, Dec. 2021, doi: 10.1108/SJME-11-2020-0201.

H. Amegbe, M. D. Dzandu, and C. Hanu, “The role of brand love on bank customers’ perceptions of corporate social responsibility,” International Journal of Bank Marketing, vol. 39, no. 1, pp. 189–208, Jan. 2021, doi: 10.1108/IJBM-07-2020-0356.