Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311525 
Year of Publication: 
2022
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2022 [Pages:] 22-39
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a significant impact on brand love. Brand love positively influences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly influences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research findings that investigate brand love antecedents. This study has also shown the significant impact of anthropomorphizing a brand on brand forgiveness and brand love.
Subjects: 
brand love
brand forgiveness
anthropomorphism
retail brands
JEL: 
M1
M3
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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