International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Analysing Brand Love:Integration of Predictive Validity for PLS Models


Affiliations
1 Department of Business and Economics, Universidad Anahuac Mexico Norte, Mexico
     

   Subscribe/Renew Journal


The interaction between brands and consumers through online social networking sites is an increasingly important area in digital marketing. On the other hand, brand experience has become a powerful tool for marketers, connecting in an emotional way with consumers and generating engagement. However, far too little attention has been paid to consider both constructs simultaneously. The present paper will focus on analyse the effect of them as predictors of brand love. We conduct a path analysis using PLS-SEM, with formative measurements. We test formative measurements instead reflective as prior researches. We test the predictability of the model using different tools for this purpose as holdout samples and fsQCA.

Keywords

Branding, Experiential Marketing, Social Media, PLS, Predictive Validity.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Batra, R., & Ahtola, O. T. (abril de 1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.

  • Becker, J. M., Rai, A., & Rigdon, E. (2013). Predictive validity and formative measurement in structural equation modeling: Embracing practical relevance. Thirty fourth Internacional Conference on information Systems. Milan: Research Methods and Philosophy.

  • Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Brand Management, 17(7), 504-518.

  • Brakus, J., Schmitt, B., & Zarantonello, L. (2009). Brand Experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 52-68.

  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 79-89.

  • Chi, H.-H. (2011). Interactive digital advertising vs. virtual brand community: exploratory study of user motivation and social marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.

  • Chin, W. W. (1998). The partial least squares approach for structural equation modeling. En Modern methods for business research. Methodology for business and management (pags. 295-336). Mahwah, NJ, US: Lawrence Erlbaum Associates Publisher.

  • Chung, C., & Austria, K. (2010). Social media gratification and attitude towards social media marketing messages: A study of the effect of social media marketing messages on online shopping value. Proceedings of the Northeast Bussiness & Economics Association, (págs. 581-586).

  • Edell, J., & Burke, M. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14, 421-433.

  • Esteban, A. A., Delgado Ballester, M. E., & Pelaez Munoz, J. (2014). Who loves brands? Personal factors that influence the consumer. Revista Espanola de Investigacion en Marketing ESIC, 18(1), 2-16.

  • Gimeno, J. (1986). La educacion de los sentidos. Madrid: Santillana.

  • Gobe, M. (2005). Branding emocional (1a ed.). Barcelona, España: Divine egg publicaciones.

  • Hirschman, E. (1984). Experience seeking: A subjectivist perspective of consumption. Journal of Business Research, 115-136.

  • Holbrook, M., & Hirschman, E. (sept de 1981). The experiential aspects of consumption: Consumer Fantasies, feelings and Fun. Journal of Consumer Research, 9, 132-140.

  • Hulten, B. (2008). The Supreme Sensory Experience. En ESOMAR (Ed.), ESOMAR Congress 2008: Frontiers in research. Montreal.

  • Lindstrom, M. (2005). Brand sense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound. New York, USA: Free Press.

  • Mersey, R. D., Malthouse, E. C., & Calder, B. J. (2010). Engagement with online media. Journal of Media Business Studies, 7(2), 39-56.

  • Ragin, C. C., & Davey, S. (2014). Fuzzy-set/qualitative comparative analysis 2.5. Irvine, California: Department of Sociology, University of California.

  • Ringle, C., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. SmartPLS. Hamburg. Obtenido de http://www.smartpls.com

  • Roberts, K. (2005). Lovemarks: the future beyond brands. United Kingdom: Power House Books.

  • Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325-332. doi:10.1057/bm.2012.24

  • Schmitt, B. (2005). Experiential Marketing. Barcelona: Deusto.

  • Vinerean, S., Cetina, J., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 66-79.

  • Woodside, A. G. (2013). Moving beyond multiple regression analysis to algorithms: Calling for adoption of a paradigm shift from symmetric to asymmetric thinking in data analysis and crafting theory. Journal of Business Research, 66(4), 463-472.

  • Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17, 532-540.


Abstract Views: 325

PDF Views: 1




  • Analysing Brand Love:Integration of Predictive Validity for PLS Models

Abstract Views: 325  |  PDF Views: 1

Authors

Karla Barajas-Portas
Department of Business and Economics, Universidad Anahuac Mexico Norte, Mexico

Abstract


The interaction between brands and consumers through online social networking sites is an increasingly important area in digital marketing. On the other hand, brand experience has become a powerful tool for marketers, connecting in an emotional way with consumers and generating engagement. However, far too little attention has been paid to consider both constructs simultaneously. The present paper will focus on analyse the effect of them as predictors of brand love. We conduct a path analysis using PLS-SEM, with formative measurements. We test formative measurements instead reflective as prior researches. We test the predictability of the model using different tools for this purpose as holdout samples and fsQCA.

Keywords


Branding, Experiential Marketing, Social Media, PLS, Predictive Validity.

References