Servant leadership, brand love, and work ethic: important predictors of general health in workers in the education sector.

Background: Building a path aimed at the wellbeing of workers in the education sector is the fundamental basis to encourage quality education. To fill the gap in knowledge and address this aspect by understanding the behavior of the study population, it was proposed as with the objective of determining if servant leadership, brand love and work ethic predict the general health in workers. Methods: A non-probability sampling was applied for convenience. For this purpose, a sample of 509 workers from Peru was submitted to study, who completed a questionnaire consisting of: scale of servant leadership, work ethic, GHQ-12 and brand love. By applying a quantitative method using a structural equation modeling partial least squares approach. Results: The present study demonstrated that the three constructs (servant leadership, brand love, and work ethic) predict the general health of workers in a positive and significant way, in a sample of Peruvian workers in the education sector. Furthermore, the results suggest that these factors can be used to improve the health of employees in educational institutions in Peru and possibly in other contexts as well. Conclusion: Given these results and after knowing the solidity of the predictions, the importance of promoting general health in workers in the education sector.

Neural correlates of fanhood: the role of fan identity and team brand strength.

Introduction: We analyzed the importance of fan identity and brand strength on fans' neural reactions to different team-related stimuli. Methods: A total of 53 fMRI scans with fans of two professional sport teams were conducted. Following up on a previous study we focused on the differences between fandom levels as well as the contrast between two team "brand" strength. Neural responses were compared among individuals based on their levels of fan identity. In sum, group comparisons between relatively high and lower identity and between weak and strong teams were made based on the notion that the latter reflects team brand strength (strong brand and weak brand). Results: Findings indicate that brain activity in emotion regulation, memory, and cognitive control circuits is influenced by the relative level of fan identity. Discussion: Higher-level identified fans showed increased reactivity to positive stimuli and the under-recruitment of their cognitive appraisal circuits, suggesting more vulnerability to marketers' messages. The strength of the team brand activates different neural mechanisms. Interestingly, the posterior cingulate showed larger recruitment both for weaker brands and lower fan identification, suggesting that visual memory processes are more active in these cases. Neurally processed content depends on the relative brand's strength, highlighting the importance of brand-focused communications.

Exploring the role of green animation advertising influencing green brand love and green customer citizenship behavior.

This study applied the theory of stimulus-organism-response to test the role of green animation advertising influencing green brand love and green customer citizenship behavior. We used questionnaire survey and the target are those who having the experience of seeing the Apple's animation advertisement "Earth Day" in China. Finally there were 516 effective samples gathered for analysis. The result indicated that reliability, attractiveness and informativity are the antecedents of green brand love. Green brand love is positively related to green customer citizenship behavior. In addition, the result confirmed the significant mediating effect of green brand love between reliability, attractiveness, informativity and green customer citizenship behavior. This research was conducted only in Apple's animation case. Hence, the results may not be generalizable to other contexts. Future research can apply the experimental methods and manipulate different forms of green advertising animation to generalize the findings in this area.

What Makes a Customer Brand Citizen in Restaurant Industry.

Due to the crucial role of customers' brand citizenship behaviors on brand strength, this study explored the relationship between brand uniqueness, brand credibility, brand intimacy, brand love, and brand citizenship behavior in Taiwan's restaurant context. The participants are the customers of Wang Steak, a famous restaurant chain in Taiwan. A total of 358 valid responses were gathered from a questionnaire survey, with a response rate of 71.6%. We used structural equation modeling to analyze the data. Brand uniqueness, brand credibility, and brand intimacy all have a positive relationship with brand love. Moreover, brand love was positively associated with brand citizenship behavior. The findings provide greater insights into the relationship of perceived brand uniqueness, brand credibility, brand intimacy, and brand love with customers' brand citizenship behaviors.

"Wow! It's Cool": How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement.

In this era of razor-edge competition, marketers strive to outperform their rivals by improving their brands. Increasing brand coolness may be the best way to do it. This study used a stimulus organism response (SOR) model by integration with brand attribution theory to conduct a cross sectional study using purposive sampling technique and surveying young consumers of smart gadgets in Pakistan. A total of 1,178 responses were received and analyzed by structural equation modeling. The results found a positive impact of brand coolness (stimulus) on brand love and brand engagement (both modeled as organism). Brand experience moderated these links. Brand love and brand engagement also mediated the relationship between brand coolness and consumer well-being and delight (both modeled as response). The findings suggest a very important contribution to theory and practice by testing unexploited outcomes of brand coolness. Especially, this study contributes to the consumer well-being literature, again an unexploited aspect of marketing literature. Despite the uniqueness of the findings, the cross sectional design of this study remains a major limitation. Future research may supplement the findings with the help of longitudinal studies. Marketers and practitioners may benefit from this study by improving the coolness of their brands so they may not only increase consumer engagement with the brand but they will also make consumers happy with their brands.

Love Is Blind! Exploring the Impact of Brand Love on eWOM in Chinese Hospitality Industry.

The rising penetration and value of online information reviews in the hospitality industry have been extensively examined. People are increasingly interacting on interactive online media, prompting firms to create online communities to share electronic word-of-mouth (eWOM) with them and with one another in order to increase brand love. This study seeks to discover what drives consumers to participate in these online brand communities. To examine the research model, an online survey was conducted on 508 consumers who had shared eWOM on social networking sites (SNS). Structural equation modeling (SEM) was employed to test all hypotheses. The findings show that each of the variables has a high impact on brand love, with information quality and virtual interaction having the most significant impact. As a result of brand love, eWOM is significantly increased. Additionally, findings show that the gender gap in the online setting is increasing, as the influence of all characteristics then reward of online brand communities on brand love was adaptable among both male and female associates. Considering the effects of online features (information quality, system quality, virtual interaction, and reward) on online brand communities' impact on brand love and eWOM. Online hotels manager is advised to carefully develop their marketing strategies to retain and attract new consumers. Furthermore, online hotels manager can use the findings from this study to understand the consequences when eWOM is strongly influenced by online brand communities' features. This study is one of the first to illustrate and empirically confirm insight into how online features affect brand lovers in online brand communities. The study adds to the body of knowledge concerning the effectiveness of social media marketing in the Chinese hotel sector.

Social Identity Complexity, Corporate Social Responsibility, and Brand Love of Multiple Leagues in Professional Sport.

How can corporate social responsibility initiatives influence brand love? Based on the theory of social identity complexity, we examined whether greater complexity of a sport fan's multiple identifications with sport leagues led to higher multicultural tolerance and more positive perceptions of leagues' corporate social responsibility activities. Further, brand authenticity was tested as a variable intervening between perceived corporate social responsibility and brand love. We analyzed this serial mediation effect impacting sport fans' brand love for their multiple, favored and less favored, sport leagues. Participants (N = 242 Amazon Mechanical Turk workers) answered the scale item questionnaire for model assessment. The hypothesized model was supported as the indirect effect through all mediators was significant (43.42% of total indirect effects). Our results suggest that when sport fans acknowledge a high overlap among league fan groups (low social identity complexity), their tolerance is more likely to be higher than those who have a low overlap. Such high levels of tolerance influence how fans perceive corporate social responsibility initiatives, and these effects build up for fans to perceive the brand to be more authentic (i.e., based on their continuity, credibility, integrity, and symbolism). These antecedents affected brand love through a serial mediation. Sport league managers should consider the diverse aspects across leagues (i.e., different fan characteristics, media operations, game schedules) for harmonious coexistence with other leagues (e.g., by collaborating on promotions and reducing overlap of schedules) and maintain brand authenticity for their social initiatives to result in a greater brand love in the consumer's mind.

The Effect of Brand Personality on Electronic Word-of-Mouth: Mediation of Brand Love and Moderated Mediation of Brand Experience Sharing.

The knowledge payment industry will rapidly attract many enterprises that provide knowledge services. This study investigates the interrelationship between brand personality, brand love, and electronic word-of-mouth in the context of knowledge payment. Moreover, this study explored the brand experience sharing boundary condition by adopting a survey. Firstly, the main research results show that brand personality has a significant positive impact on brand love. Secondly, brand love also has a significant positive influence on electronic word-of-mouth. Thirdly, brand experience sharing plays a positive role in regulating brand love and electronic word-of-mouth. This research promotes e-marketing by focusing on brand personality, brand love, e-word of mouth, and other perspectives to improve business operations, user experience, and engagement, providing dedicated products or services to the customer base for profit. As an emerging market, knowledge payment will attract the participation of many knowledge service enterprises.

Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love.

The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of e-commerce. Maintaining these customers and increasing their repurchase intention is a core issue for e-commerce platform companies. Thus, using new e-commerce users as the participants, this study investigated the structural relationship between brand experience, brand emotional factors (brand attachment and brand love), brand loyalty, and repurchase intention with brand love as the mediator. Research on the multidimensional brand experience (i.e., sensory, emotional, behavioral, and cognitive) from Chinese customers' perspective is still lacking, and our study attempts to fill this gap. A structured questionnaire and hypotheses were designed based on studies and survey of 310 respondents from China in this study. The study results show that, first, the four dimensions of brand experience have a significant positive correlation with brand emotion, with brand cognitive experience having the greatest impact on consumer brand emotion. Second, the influence of brand emotion on brand loyalty is positive and significant, and brand attachment has a stronger influence than brand love on brand loyalty. In addition, brand loyalty has a positive effect on repurchase intention. Finally, brand love plays a mediating role on the relationship between brand attachment and brand loyalty. To enhance customers' brand attachment and love for e-commerce platforms, companies must enhance customers' interest and curiosity in their products. And companies will improve their services to customers by introducing artificial intelligence algorithms to increase customers' repurchase intention, which will ultimately increasing their profitability. This study contributes to the development of e-commerce platform companies.

Brand Love: Role of Online Customer Experience, Value Co-creation, and Relationship Quality.

Customer experience is a source of retailers' long-term competitive advantage. This study has examined the relationship between online customer experience and brand love through the mechanism of relationship quality in the context of online shopping in Pakistan. The moderating effect of value co-creation on the relationship of online customer experience with relationship quality and brand love has also been examined. Data were collected from a purposive sampling of 189 online customers in an online survey. Results showed that online customer experience significantly impacts customer relationship quality, which leads to brand love. The relationship between online customer experience and relationship quality is found more robust at high levels of value co-creation. However, we observed a significant negative moderating effect of value co-creation on the direct relationship between online customer experience and brand love. It suggests that including customers in the value co-creation process and affording them a pleasurable online shopping experience may be an excellent way to enhance customer relationship quality and brand love. Theoretical and practical implications of these findings are discussed.

Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?

This study develops a theoretical framework to describe brand images and customer behaviors in relation to the eco-friendly activities of hotels. These eco-friendly activities were divided into environmentally sustainable development and green innovation. In this study, a survey was conducted on customers who had used a hotel in the past year, and a total of 329 valid samples were obtained. The empirical analysis was conducted using SPSS 22.0 and AMOS 22.0. The empirical analysis results showed that hotels' eco-friendly activities formed a positive brand image, which in turn had a positive effect on brand love and respect. It was also found that environmental concern, as perceived by customers, did not play a significant moderating role. Therefore, out of a total of eight hypotheses presented in this study, six hypotheses were supported, and two hypotheses were rejected. The findings of this study confirm that hotels' eco-friendly activities have a positive influence on their performance and provide meaningful insights, based on which strategies for the long-term development and growth of hotels can be established.

Neural Substrates of Brand Love: An Activation Likelihood Estimation Meta-Analysis of Functional Neuroimaging Studies.

Brand love is a critical concept for building a relationship between brands and consumers because falling in love with a brand can lead to strong brand loyalty. Despite the importance of marketing strategies, however, the underlying neural mechanisms of brand love remain unclear. The present study used an activation likelihood estimation meta-analysis method to investigate the neural correlates of brand love and compared it with those of maternal and romantic love. In total, 47 experiments investigating brand, maternal, and romantic love were examined, and the neural systems involved for the three loves were compared and contrasted. Results revealed that the putamen and insula were commonly activated in the three loves. Moreover, activated brain regions in brand love were detected in the dorsal striatum. Activated regions for maternal love were detected in the cortical area and globus pallidus and were associated with pair bonds, empathy, and altruism. Finally, those for romantic love were detected in the hedonic, strong passionate, and intimate-related regions, such as the nucleus accumbens and ventral tegmental area. Thus, the common regions of brain activation between brand and romantic love were in the dorsal striatum. Meanwhile, no common activated regions were observed between brand and maternal love except for the regions shared among the three love types. Although brand love shared little with the two interpersonal (maternal and romantic) loves and relatively resembled aspects of romantic rather than maternal love, our results demonstrated that brand love may have intrinsically different dispositions from the two interpersonal loves.

Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand.

This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, giving a valid response rate of 89%. Data analysis was performed with SmartPLS2.0 and SPSS 23.0 to test the proposed model. The results indicate that an expressive brand relationship significantly predicts brand trust and brand loyalty. In turn, brand trust has a positive influence on brand love, while brand awareness and brand love influence attitudinal and behavioral loyalty. Expressive brand relationship has two indirect mediating affects via brand trust and brand love, which influence brand loyalty. Finally, we suggest managerial implications and directions for future research.

Corrigendum: Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand.

[This corrects the article DOI: 10.3389/fpsyg.2020.00231.].

Towards a Comprehensive Theory of Love: The Quadruple Theory.

Scholars across an array of disciplines including social psychologists have been trying to explain the meaning of love for over a century but its polysemous nature has made it difficult to fully understand. In this paper, a quadruple framework of attraction, resonance or connection, trust, and respect are proposed to explain the meaning of love. The framework is used to explain how love grows and dies and to describe brand love, romantic love, and parental love. The synergistic relationship between the factors and how their variations modulate the intensity or levels of love are discussed.

Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review.

Consumer-brand relationships encompass several dimensions, most of which have attracted growing research attention during the last years. Building these relationships is especially important in the marketing 3.0 era, where it is suggested that customers will choose those brands that satisfy their deepest needs. With these ideas in mind, this article provides a review of two key concepts implied in such relationships: brand love and customer engagement. Although both conceptions focus on different stages of consumer-brand relationships, they actually cover different perspectives on the same process. Moreover, they come from diverse conceptual paradigms: whilst brand love comes from the psychology discipline, engagement derives from diverse areas of the marketing field (e.g., the service-dominant logic perspective). However, their further empirical developments have taken place in marketing. Besides, both terms appear to be applied to different empirical perspectives: brand love is usually linked to the Fast Moving Consumer Goods industry and customer engagement to services.