Lovemarks: Is it Love or Respect?

Avichai Shuv-Ami

Abstract


The current research tested the differential effect of "love" and "respect" on the lovemarks model. The results show that the "love" consumers feel toward their brand has a stronger effect on the emotional or affective component of commitment than "respect", the functional aspects of the lovemarks model. But "respect" has a stronger effect on satisfaction and perception of brand performance (the calculative component of commitment) than involvement and loyalty (the affective component of commitment).


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