Brand Passion: Antecedents and Consequents Study

A Qualitative study on Antecedents and Consequents of Brand Passion Diksha Rohra Prof. Dinesh Sharma SJM School of Management IIT Bombay, India 1

Agenda Brand Passion definition Need for study Literature review Research Gap Research Question Research Methodology Findings Conclusions 2

Brand Passion - Definition Brand passion is defined as: a strong desire to use the brand (Batra et al. (2012)) desire is self-controlled rather than forced due to external pressure (harmonious) (Swimberghe, Astakhova, & Wooldridge, 2014) More than brand preference including a feeling of something being missing when unable to use the brand (Fournier, 1998) 3

Need for study Increasing interest in academic research & practitioners in the concept of brand love (Batra, Ahuvia & Bagozzi(2012)) If we can understand brand love we can understand true loyalty among consumers (Batra, et. al (2012)); Passion is a key element for brand love (Fournier (1998)) Without passion there may be repeat purchase based on liking but no love (Shimp & Madden (1988)) Need to understand passion to understand brand love and loyalty 4

Need for study Another important area of study is brand community participation is known to affect loyalty and adoption of new products of a brand (Tsai, Huang, & Chiu(2012)). It is expected that passion would positively affect brand community participation among consumers Increased desire to be with the object of passion (Batra, et. Al (2012)) Increased desire to know more about the object of passion (Hatfield & Sprecher (1986)) 5

Literature review Antecedents of passion in previous studies 1. brand self-expression, trust (favorite brand) (Albert, Merunka & Valette-Florence (2013)) 2. affiliation to in-group, prestige (Apple, Porsche) (Bauer, Heinrich & Martin(2007)) Fournier (2009):Academics and managers alike fall into the trap of assuming that brand relationships are all about identity expression All brands are not bought for identity expression Other purposes? Online brand community participation as an outcome of brand passion has not yet been studied in literature 6

Research Gap RG1: Why are consumers passionate about brands? Are there any other reasons apart from identity expression? RG2: How does brand passion affect online brand community participation 7

Research Question RQ1- What triggers brand passion among consumers? RQ2 What is the relationship between brand passion and intention to participate in brand community 8

Research Methodology Semi-structured interviews on the most favorite brand Open ended questions: Their story with the brand: first interaction with brand, why it is their favorite Specific questions: Passion, loyalty, online community participation 18 interviews, 3 major cities of India 9

Research Methodology Favorite brands they have used (Mobile phones, laptop, sports equipment, perfume, coffee shop, retail, milk products, sports team, car) Thematic analysis of interview transcripts (Braun & Clarke (2008)) Open-ended questions Coding manual code name, definition and explanation Inter rater reliability Krippendorf s alpha, 3 raters 4 iterations, clear definitions, minimum overlap Alpha value in acceptable range (>=0.80) for all themes 10

Findings Antecedents of Passion Brand experience (Brakus, Schmitt, & Zarantonello (2009)) Sensory, intellectual, feelings The taste is really good. Best coffee I've had outside home..it was my daily stress buster (Kumbakonam) Brand admiration (Kervyn, Fiske & Malone (2012)) Warmth, competence I visited Gujarat, Amul has done wonderful things there, people have huge houses, financially well off (Amul) first to give milk in pouches..it is a pioneer, even 10-13 years ago they had an email-id where me and my father sent an email and they replied! Brand trust (Albert, Merunka & Valette-Florence (2013)) Reliability For me TATA=trust, never tried any other store 11

Findings Antecedents of passion Self-expressiveness (Albert, Merunka & Valette-Florence (2013)) Self concept connection Social self the color of clothes they have suits my personality - not jarring but subtle and soft colors (Westside) Consequents of Passion Loyalty: continue to buy this brand, no intention to switch Participate in online community Willing to engage with the brand through coupons, advertisements, in-store promotion Attitude to online community influences participation 12

Model Brand trust Brand experience Loyalty Brand passion Attitude towards BC participation Brand admiration Self expressive General attitude

Conclusion Apart from self-expressiveness & trust consumers are passionate about a brand because of Brand experience Brand admiration Passionate consumers are willing to interact with brands Participate in brand communities but that is also influenced by their general attitude towards online community 14

Thank You!! 15

Purpose of relationships Aristotle (1952 edition) - Functions of adult friendships or friendship expectations Utility (useful to me) - benefit Pleasure (games, stimulating conversations, etc.) Virtue (admirable qualities) Utility and pleasure are present but secondary Probably last longer 16

Relationship process -Familiarity - Ads. friends/ relatives/ reference group, news - Attraction factor Proximity, familiarity, Physical attractiveness Attraction -Using the brand Reciprocal liking, Similarity Acquaintance - Decision by consumer to continue/terminate Establish/ Terminate Mutual decision on how to continue further 17

Research Method Thematic analysis 1. transcription 2. identify codes (data driven) 3. combine codes to identify themes (relationship between codes, between themes, and between different levels of themes) 4. Review themes (Data within themes should cohere together meaningfully, while there should be clear and identifiable distinctions between themes) 5. By define and refine , we mean identifying the essence of what each theme is about (as well as the themes overall), and determining what aspect of the data each theme captures. 18

Brand trust Definition: Beliefs about safety and honesty are important facets of trust; a process that is well thought out and carefully considered. I trust this brand This is an honest brand This brand is safe 19

Brand Experience First hand interaction with brand Describe Five senses, intellectual pleasure, how using the brand makes them feel evoked by brand-related stimuli that are part of a brand s design and identity, packaging, communications and environments . Environments in store, employee interaction But not all usage statements are experience e.g. using for X years, no problems Trust 20

Brand self expressiveness Definition: Self-expressive brand is the consumer s perception of the degree to which the specific brand enhances one s social self and/or reflects one s inner self. Self-concept connection This brand symbolizes the kind of person I really am inside. This brand reflects my personality This brand is an extension of my inner self This brand mirrors the real me. Social Self This brand contributes to my image This brand adds to a social role I play This brand has a positive impact on what others think of me This brand improves the way society views me 21

Loyalty I will buy this brand the next time I buy [product category] I intend to keep purchasing this brand. If I got any [product category] for free, I would choose this brand 22

Attitude towards brand community participation Positive- yes willing to though may not currently Negative-not willing, not interested 23

Brand trust The fiability dimension of brand trust has a technical nature because it concerns the perception that the brand can fulfill or satisfy consumers needs. It is related to the individual s belief that the brand accomplishes its value promise Underlying this dimension there is a sense of predictability that the brand satisfies the individuals' needs in consistently positive ways. trust as a feeling of security and confidence, and this is the view adopted by us X1: With brand [X] I obtain what I look for in a [product] X2: Brand [X] is always at my consumption expectations level X3: Brand [X] gives me confidence and certainty in the consumption of a [product] X4: Brand [X] never disappoints me 24

Sung, Y., & Choi, S. M. (2010). I Won t Leave You Although You Disappoint Me : The Interplay Between Satisfaction , Investment , and Alternatives in Determining Consumer Brand Relationship Commitment. Psychology & Marketing, 27(11), 1050 1074. Loyal consumers who repeatedly purchase the brand without strong brand preference are likely to switch to another brand Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for Consumer Identity : Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75(May), 66 82. Prior research has documented the role of brands as a means of self- expression in various contexts. If consumers are able to find alternative means of self expression then their need to use the brand as a means of self expression decreases. 25