How to Create Brand Fans: The Relationship Between Dynamic Capabilities, Customer Orientation, and Brand Love

摘要

This research provides a systematic analysis of the impact that dynamic capabilities have on brand love. According to Batra, Ahuvia, and Bagozzi (2012), the present construct of brand love is a well-established concept in marketing research. Related work identifies the impact brand love has on several marketing objectives (Zarantonello, Formisano, and Grappi 2016), e.g. brand loyalty (Batra, Ahuvia, and Bagozzi 2012), Word of Mouth (WoM) (Albert and Merunka 2013), and purchase intentions (Sarkar and Sreejesh 2014). However, from a resource-based view, there is very little clarity vis-B-vis the specific capabilities that drive the ability to create brand love. This is presently the case, in spite of the existence of a body of research on brand love. Because of this research gap, this paper aims to investigate brand love under the perspective of dynamic capabilities (Teece and Pisano 1994). Therefore, we look into the different capabilities corporations need, in order to arouse brand love. Consequently, this paper focuses on three relevant research questions: (a) What are the relevant dynamic capabilities for brand love? (b) What is the level of impact of certain dynamic capabilities on brand love? (c) Which conditions mediate and moderate the impact of specific dynamic capabilities on brand love?