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dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorMunnukka, Juha
dc.contributor.authorKiuru, Katrine
dc.date.accessioned2016-09-26T11:03:21Z
dc.date.available2016-09-26T11:03:21Z
dc.date.issued2016
dc.identifier.citationKarjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth : the moderating effects of experience and price. <i>Journal of Product and Brand Management</i>, <i>25</i>(6). <a href="https://doi.org/10.1108/JPBM-03-2015-0834" target="_blank">https://doi.org/10.1108/JPBM-03-2015-0834</a>
dc.identifier.otherCONVID_26229599
dc.identifier.otherTUTKAID_71259
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/51461
dc.description.abstractPurpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.
dc.language.isoeng
dc.publisherEmerald Group Publishing Limited
dc.relation.ispartofseriesJournal of Product and Brand Management
dc.subject.otherexperience
dc.subject.otherbrand love
dc.subject.otherprice
dc.subject.otherword of mouth
dc.subject.otherhedonic product
dc.subject.otherself-expressiveness
dc.titleBrand love and positive word of mouth : the moderating effects of experience and price
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-201609264204
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.date.updated2016-09-26T06:15:04Z
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.description.reviewstatuspeerReviewed
dc.relation.issn1061-0421
dc.relation.numberinseries6
dc.relation.volume25
dc.type.versionacceptedVersion
dc.rights.copyright© Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
dc.rights.accesslevelopenAccessfi
dc.subject.ysoluottamus
jyx.subject.urihttp://www.yso.fi/onto/yso/p1725
dc.relation.doi10.1108/JPBM-03-2015-0834
dc.type.okmA1


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