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http://dx.doi.org/10.5392/JKCA.2020.20.08.315

A Study of Concepts on the Brand Love  

Min, Guihong (홍익대학교 대학원 광고홍보커뮤니케이션학과)
Park, Pumsoon (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.8, 2020 , pp. 315-326 More about this Journal
Abstract
Corporate efforts to build strong brands have made consumers interested in brand love. In the field of brand love, however, there is a lack of systematic research on the multidimensionality of the concept of brand love and on the scale development to measure it. Thus, based on the methodological research design of Churchill(1979) and DeVellis(1991), this study explored properties of brand love and classified them into two levels - 'emotion' and 'relationship' - and generated corresponding measurement items. To do this, the research was conducted in a total of eight stages, including preliminary studies such as literature review, open surveys, and in-depth interviews, as well as the main study process in which the factors were analyzed step by step. As a result, the level of emotion appeared to have five subcomponents (self-esteem, warmth, interest, responsibility, pleasure) with 19 items, and the level of relationship - three subcomponents (unchanging, sharing/supporting, understanding) with 11 items, adding up to a total of 30 measurement items for brand love with reliability, convergent and discriminant validity, and nomological validity. Additionally, we intended to expand the scope of research related to brand love by presenting the result model of organic interaction between the concepts that constitute brand love and proposing '4 categories of brand love strength' based on it.
Keywords
Brand Love; Emotion; Relationship;
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