Brands are admired in different ways. Is this not a sign of brand loyalty or closely related?
Thank you for your question. We would suggest that brand loyalty is a behavioral indicator of brand admiration. That is, consumers are more loyal to those brands for which brand admiration is strong vs. weak. Yet, in our model, brand loyalty is only one of several outcomes of brand admiration. Others include positive WOM, defending the brand, willingness to pay a price premium, openness to extensions to the brand, involvement in brand communities, etc. Thank you!
Not necessarily. Let's take a typical men's trivial example. :)
I might admire BMW for its features (technology, innovation, style, message, position on the market, super aggressive and muscled outlook etc.). However, I am not necessarily loyal to this brand since I do not disperse positive WoM, neither I do buy/consume it.
My personal theory is that you can not be loyal to something you did not have some time to properly connect with or experience (in aforementioned case BMW car). From the company's perspective, I am just a prospective lead - but nothing more then that. This is, of course, subject of change in a long-run.
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