|New Seminar: Asli Kuscu|
Antecedents and Consequences of Brand Love: The Interplay between the Self, Engagement and Attachment Consequences
This research builds on various aspects of the Self-Expansion Model (Aron & Aron, 1986) to gain a deeper understanding of brand love with its antecedents and consequences. First, over an exhaustive framework, using a large array of brands and a large sample of consumers, this research extends theory by identifying two routes for brand love creation based on the type of primary benefit associated with the brand. Second, brand engagement as an attachment display has recently received increased attention. However, in terms of the relationship between love and engagement, few studies investigate empirically the influence of one on the other, while focusing only on the behavioral manifestations of engagement. Our findings indicate that cognitive brand engagement and brand love are closely linked to each other. And lastly, our findings enhance the understanding of the different roles of brand love and brand engagement play in consumer-brand relationships in generating different attachment outcomes such as WOM, loyalty or WTPP.
Aslı Kuşçu received her B.S. in 2000 from Boğaziçi University. Prior to academic life, she worked in multinational companies managing direct and indirect sales and marketing activities. She received her MBA from Yeditepe University in 2009 and her PhD in Marketing from Boğaziçi University in 2016. Currently, she teaches marketing courses at undergraduate and graduate level at Yeditepe University and Bahçeşehir University. She published articles in SSCI, SCI and national journals on her primary research interests of brand management, consumer-brand relationships and interactive marketing.
January 6, 2017