...D. Todd Donavan; Brad D. Carlson; Swinder Janda Purpose The purpose of this study is to extend the consumer-brand relationship literature by examining how brand identification gives rise to both brand love (for a focal brand) and oppositional brand hate (for a rival brand) and how these emotions...

..., the structural equation modeling was used to test the hypothesized relationships between vertical individualism, identification and behavioral intention. In the second study, the PROCESS macro was used to test the hypotheses. Findings In both studies, participants with higher (vs. lower) vertical...

...Noel Albert; Dwight Merunka Purpose The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand...

... within pertinent reference groups and society at large; have comparable levels of need for uniqueness and art enthusiasm; and consume more artwork as a means and in the process of their routine negotiation of (ethnic) identity. Ethnicity, need for social acceptability, need for group identification...