Browse > Article
http://dx.doi.org/10.13106/jafeb.2020.vol7.no11.449

The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth  

DAM, Tri Cuong (Faculty of Business Administration, Industrial University of Ho Chi Minh City)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.11, 2020 , pp. 449-457 More about this Journal
Abstract
This study's purpose was to empirically research the effect of brand image and brand love on brand commitment, and positive word of mouth. We analyzed research data from 267 customers at electronics stores in Ho Chi Minh City, Vietnam. The convenient sampling method was used to collect the research sample. The measurement applied a 5-point Likert scale classifying from 1= completely disagree and 5=completely agree. Based on previous studies, the research model was recommended. The Partial Least Squares method was done to examine the measurement model and the structural model. We had estimated the reliability of the scales through Cronbach's alpha and composite reliability. Besides, we had assessed discriminant validity through the Fornell-Larcker standard. The outcome of the study illustrated that brand image had a significantly positive influence on brand love. Besides, the results of the research declared that brand image was positively related to brand commitment. The results also revealed that brand image was positively linked to positive word of mouth. Likewise, the findings of the study disclosed that brand love had a positive impact on brand commitment and positive word of mouth. Additionally, the results of the research confirmed that brand commitment was positively linked to word of mouth.
Keywords
Brand Image; Brand Love; Brand Commitment; Positive Word of Mouth;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Sousa, A., Nobre, H., & Farhangmehr, M. (2019). Cosmopolitanism and the mediating effect of country image on consumers' purchase, visit and investment intentions. Journal of Asian Finance, Economics and Business, 6(4), 159-170. https://doi.org/10.13106/jafeb.2019.vol6.no4.159   DOI
2 Srivastava, D., & Sharma, R. W. (2017). Developing a Model for Studying the Antecedents and Effects of Word of Mouth (WoM) and e-WoM Marketing Based on Literature Review. Jindal Journal of Business Research, 6(1), 25-43.   DOI
3 Stokes, D., & Lomax, W. (2002). Taking control of word of mouth marketing: The case of an entrepreneurial hotelier. Journal of Small Business and Enterprise Development, 9(4), 349-357.   DOI
4 Traylor, M. B. (1981). Product Involvement and Brand Commitment. Journal of Advertising Research, 21(6), 51-56.
5 Tu, Y. T., Lin, S. Y., & Hsu, T. K. (2013). The Impact of Brand Image and Customer Commitment on Loyalty: An Empirical Study of Automobile Sector. Information Management and Business Review, 5(4), 181-193.   DOI
6 Tuskej, U., Golob, U., & Podnar, K. (2013). The role of consumerbrand identification in building brand relationships. Journal of Business Research, 66(1), 53-59.   DOI
7 Unal, S., & Aydin, H. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love. Procedia - Social and Behavioral Sciences, 92(2013), 76-85.   DOI
8 Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology and Marketing, 17(9), 761-782.   DOI
9 Ranjbarian, B., Kazemi, A., & Borandegi, F. (2013). Analyzing the Antecedents and Consequences of Brand Love with a Case Study on Apple Cell phone Users. International Journal of Academic Research in Business and Social Sciences, 3(11), 320-329.
10 Permana, R., & Ilham, F. (2018). Antecedents and Consequences of Brand Image: A Case of a Packaged Drinking Water Product. KnE Social Sciences, 3(10), 209-219.
11 Sallam, M. A. (2014). The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM. International Business Research, 7(10), 187-193.   DOI
12 Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(August 2017), 36-41.   DOI
13 Sondoh Jr, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management, 12(1), 83-107.
14 East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224.   DOI
15 Cho, E., Fiore, A. M., & Russell, D. W. (2010). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology & Marketing, 32(1), 28-48.   DOI
16 Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Mahwah, NJ: Lawrence Erlbaum Associates.
17 Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe. Journal of Consumer Research, 30(2), 151-169.   DOI
18 Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.   DOI
19 Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17, 110-119.
20 Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience Satisfaction: Loyalty Relationship in a Retail Fashion Brand. Management and Marketing, 14(3), 278-291.
21 File, K. M., & Prince, R. A. (1991). Positive Word of Mouth: Customer Satisfaction and Buyer Behavior. International Journal of Bank Marketing, 10(1), 25-29.   DOI
22 Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-353.   DOI
23 Garson, G. D. (2016). Partial least squares: Regression & structural equation models (2016 ed). Asheboro, NC: Statistical Associates Publishers.
24 Hsieh, S. W., Lu, C. C., & Lu, Y. H. (2018). A Study on the Relationship Among Brand Image, Service Quality, Customer Satisfaction, and Customer Loyalty: Taking 'the Bao Wei Zhen Catering Team' As an Empirical Study. KnE Social Sciences, 3(10), 1768-1781.
25 Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Los Angeles, CA: Sage Publications, Inc.
26 Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.   DOI
27 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.   DOI
28 Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88(March), 121-133.   DOI
29 Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45-59.   DOI
30 Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398.   DOI
31 Kapferer, J. N. (1997). Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (2nd ed.). London, UK: Kogan Page Limited.
32 Lastovicka, J. L., & Gardner, D. M. (1979). Components of Involvement. In J. C. Maloney & B. Silverman (Eds.), Attitude research plays for high stakes (pp. 53-73). Chicago, IL: American Marketing Association.
33 Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product and Brand Management, 25(6), 527-537.   DOI
34 Aaker, D. A. (1996). Building Strong Brand. New York, NY: Free Press.
35 Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30, 258-266.   DOI
36 Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904-909.   DOI
37 Kazemi, A., PaEmami, V. M., Abbaszadeh, A., & Pourzamani, J. (2013). Impact of Brand Identity on Customer Loyalty and Word of Mouth Communications, Considering Mediating Role of Customer Satisfaction and Brand Commitment. (Case Study: Customers of Mellat Bank in Kermanshah). International Journal of Academic Research in Economics and Management Sciences, 2(4), 1-14.
38 Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.   DOI
39 Khraim, H. S. (2011). The willingness to generate positive word of mouth marketing: The case of students in private universities in Jordan. Pertanika Journal of Social Science and Humanities, 19(2), 273-289.
40 Lee, C., & Lim, S. Y. (2020). Impact of Environmental Concern on Image of Internal GSCM Practices and Consumer Purchasing Behavior. Journal of Asian Finance, Economics and Business, 7(6), 241-254. https://doi.org/10.13106/jafeb.2020.vol7.no6   DOI
41 Park, H., & Park, S. (2019). The effect of emotional image on customer attitude. Journal of Asian Finance, Economics and Business, 6(3), 259-268. https://doi.org/10.13106/jafeb.2019.vol6.no3.259   DOI
42 Maisam, S., & Mahsa, R. D. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love. Journal of Competitiveness, 8(1), 19-37.   DOI
43 Ozdemir, A., Tozlu, E., Sen, E., & Atesoglu, H. (2016). Analyses of Word-of-mouth Communication and its Effect on Students? University Preferences. Procedia - Social and Behavioral Sciences, 235(October), 22-35.   DOI
44 Park, C., Jaworski, B., & Maclnnis, D. (1986). Strategic Brand Concept-Image Management. Journal of Marketing, 50(4), 135-145.   DOI
45 Bone, P. F. (1995). Word-of-Mouth Effects on Short-term Longterm Product Judgments. Journal of Business Research, 32(3), 213-223.   DOI
46 Anggraeni, A., & Rachmanita. (2015). Effects of Brand Love, Personality and Image on Word of Mouth: The Case of Local Fashion Brands Among Young Consumers. Procedia - Social and Behavioral Sciences, 211(215), 442-447.   DOI
47 Armelini, G. (2011). The Effect of Word of Mouth in Customer Equity and Brand Equity. Chinese Business Review, 10(03), 205-216.
48 Arndt, J. (1967). Word-of-mouth advertising and informal communication. In D. Cox (Ed.), Risk taking and information handing in consumer behaviour. Boston, MA: Harvard University Press.
49 Assael, H. (1988). Consumer behavior and marketing action (6th ed.). Cincinnati, Ohio: South-Western College Publishing.
50 Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: The role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47.   DOI
51 Bridson, K., Evans, J., & Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services, 15(5), 364-374.   DOI
52 Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.   DOI
53 Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.   DOI
54 Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Macoulides (Ed.), Modern Methods for Business Research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates.