Best Paper Award für Jochen Kühn, Tobias Langner und Alexander Fischer
Der Konferenzbeitrag "A value-based typology of brand love relationships" von Jochen Kühn, Tobias Langner und Alexander Fischer ist auf der Tagung DERMARKENTAG2014 in Koblenz mit dem Best Paper Award ausgezeichnet worden.
DERMARKENTAG2014 präsentiert den ‚State of the Art‘ der deutschsprachigen und internationalen Markenforschung und versteht sich als eine führende Diskussionsplattform zur Zukunft der Markenführung. DERMARKENTAG2014 fand am 25. und 26. September 2014 in Koblenz statt.
A value-based typology of brand love relationships - Abstract:
Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether brand love is a unitary or multiplex phenomenon has not been answered yet. To address this question, we conducted one qualitative and three quantitative studies. Building on Schwartz’s universal value theory, we developed a typology of different brand love relationships. Six distinct brand love types were identified: self-esteem enhancing brand love, hedonic brand love, inner-harmony-creating brand love, self-determined brand love, performance-boosting brand love, and preserving brand love.
