Dec'21
The IUP Journal of Brand Management
Focus
The second paper, "Research on the Antecedents and Outcomes of Brand Love: An Exploratory Study" by Velmurugan P S and Thalhath P, presents a detailed literature review on the subject of brand love-its antecedents and outcomes-from peer-reviewed journals across the world. Brand love is a strong and fanatical relationship between a brand and its consumer. The study finds that the main antecedents of brand love are hedonic value, brand experience, brand satisfaction, brand image, brand identification, self-expressiveness, brand engagement and brand uniqueness. The principal outcomes are brand loyalty, positive Word-of-Mouth (WOM), willingness to pay a premium, repurchase intention, brand advocacy, resistance to negative information and affective commitment.
The last paper, "Brand Portfolio Express Strategy: Basic Strategies for Seamless and Holistic Brand Acquisition Management" by Henrik Uggla, provides a brief exposition on the subject of brand acquisition management. It advocates a model with the acronym BASIC, which stands for brand portfolio orientation, awareness sensitivity, separation of brand and business cash flows, integration and creative brand architecture.
Consulting Editor
Will India Conquer the Luxury World in the 21st Century
Given its long heritage in luxury, it is surprising that India does not dominate most of the world's luxury industries and brands. A majority of books written about luxury brands and India tend to focus on what cultural and other issues Western brands should be aware of before trying to penetrate this complex market. India is either seen as a potentially huge consumer market for European luxury goods or as a huge, low-cost factory in which to produce Western-branded luxury goods. The paper aims at understanding why Indian Luxury Experts-and even Master's Degree Students specializing in Luxury at a leading Business School in India and the UAE-believe India does not create its own global luxury brands. This paper considers their opinions from a 'French' perspective and attempts to offer insights and inspiration towards encouraging the emergence of a confident India that creates, not just 'makes', its own global, 'sustainable' and ethical luxury brands.
Research on the Antecedents and Outcomes of Brand Love: An Exploratory Study
The highest level of the emotional connection of any person with a brand is considered brand love. Brand love is the effect of a customer's long-term relationship with the brand. The paper examines the current status of research on antecedents and outcomes of brand love around the world and systematically reviews the existing literature and thematically analyzes the publications on the antecedents and outcomes of the brand love across the globe in international peer-reviewed marketing and management journals and top Indian marketing and management journals for the last 10 years, from 2011-2020. The authors have explored all the published research papers available in four popular online research databases, viz., Emerald Insight, Sage Publications, Science Direct and Taylor & Francis, using the keyword "Brand Love" and identified 370 scholarly papers on 12 different sub-themes across 64 top-rated international journals. The authors have found that the important and repeatedly used antecedents for brand love are hedonic value, brand experience, brand satisfaction, brand image, brand identification, self-expressiveness, brand engagement, brand uniqueness, etc. Similarly, the outcomes are brand loyalty, positive Word-of-Mouth (WOM), willingness to pay a premium, re-purchase intention, brand advocacy, the resistance of negative information, affective commitment, etc. Further, fashion industry products are used mainly for studying the antecedents and outcomes of brand love. The study helps the research community to explore new things about brand love.
Brand Portfolio Express Strategy: Basic Strategies for Seamless and Holistic Brand Acquisition Management
Companies increasingly accelerate business growth through brand acquisitions. The paper introduces the acronym BASIC for improved brand acquisition management. Basically, brand portfolio orientation, awareness sensitivity, separation of brand and business cash flows and creative brand architecture can contribute to a more integrated and seamless brand acquisition strategy. Anchored empirical highlights from LEGO toys, ASSA ABLOY lockers and Dometic outdoor moving and outdoor lifestyle equipment illuminate some of the theoretical and conceptual ideas revolving around the BASIC model of brand acquisitions.