When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2021-11-08 DOI:10.1108/sjme-11-2020-0201

Mauricio Santos, W. Schlesinger

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引用次数: 16

Abstract

Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

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当爱重要的时候。体验和品牌喜爱是流媒体服务忠诚度和付费意愿的先决条件

本研究旨在检验流媒体电视服务中品牌体验和品牌喜爱对品牌忠诚度和付费意愿的影响。设计/方法/方法采用结构方程模型来评估所提出的理论模型，该模型利用了一家知名电视流媒体品牌服务(Netflix)的220名用户的数据。调查结果显示，品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和付费意愿有显著的直接影响。此外，品牌体验对品牌忠诚度和支付溢价意愿的影响部分是由品牌喜爱介导的。在流媒体电视行业，品牌经理可以创造更有意义的体验，与用户建立牢固的情感纽带，从而提高忠诚度和支付溢价的意愿。此外，品牌经理应该考虑把重点放在年轻消费者身上，因为他们比老一辈人更依赖科技。原创性/价值本文丰富了娱乐电视行业品牌体验的现有文献，并提供了体验和品牌喜爱对品牌忠诚度和服务溢价意愿的作用证据。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.