ABSTRACT

This paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal. It also explores how the perceived functional and hedonic brand values mediate the effects of brand experience and brand love. The data collection was done via an online survey of real users of the brand IKEA in Portugal and Sweden. The paper suggests that brand love mediates the relationship between brand experience and word of mouth in both countries. This study also identifies differences in the effects of the sensory, affective, behavioral and intellectual brand dimension in brand love. Additionally, it is suggested that consumer-brand relationship duration, genre, and education levels influence brand love. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of retail brands. It also intends to provide a better understanding of how to build and nurture effective brand experiences in order to elicit intense and passionate feelings towards retail brands.

摘要

本文旨在通过对瑞典和葡萄牙的宜家品牌进行比较研究，首次通过品牌体验研究品牌爱对口碑的中介作用。它还探讨了感知到的功能性和享乐主义品牌价值如何介导品牌体验和品牌热爱的影响。数据收集是通过在线调查葡萄牙和瑞典的宜家品牌的实际用户而完成的。该论文表明，品牌热爱可以在两个国家之间协调品牌体验和口碑之间的关系。这项研究还确定了品牌爱情中感官，情感，行为和智力维度对品牌的影响的差异。此外，建议消费者与品牌之间的关系持续时间，类型和受教育程度会影响品牌的热爱程度。本文通过探讨品牌爱在零售品牌背景下的作用，为快速发展的消费者品牌关系文献做出了贡献。它还旨在更好地了解如何建立和培育有效的品牌体验，以引起对零售品牌的强烈和热情的感觉。