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To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories.

Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their "ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers' self-identity, this study aims to examine the effect of selfexpressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context. Methodology/Technique - The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings - The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, selfexpressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. [ABSTRACT FROM AUTHOR]

To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories. [ABSTRACT FROM AUTHOR]