Lia Zarantonello
University of Roehampton
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Publication
Featured researches published by Lia Zarantonello.
International Marketing Review | 2016
Lia Zarantonello; Marcello Formisano; Silvia Grappi
Purpose n n n n nThe purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context. n n n n nDesign/methodology/approach n n n n nAn empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance. n n n n nFindings n n n n nThe findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present. n n n n nResearch limitations/implications n n n n nThe paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously. n n n n nPractical implications n n n n nThe paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude. n n n n nOriginality/value n n n n nThis paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.
Journal of Brand Management | 2015
Simona Romani; Silvia Grappi; Lia Zarantonello; Richard P Bagozzi
Journal of Business Research | 2018
Michael A. Merz; Lia Zarantonello; Silvia Grappi
PsycTESTS Dataset | 2018
Michael A. Merz; Lia Zarantonello; Silvia Grappi
Journal of Business Research | 2018
Daniela Andreini; Giuseppe Pedeliento; Lia Zarantonello; Chiara Solerio
Journal of Business Research | 2018
Daniela Andreini; Giuseppe Pedeliento; Lia Zarantonello; Chiara Solerio
Journal of Brand Management | 2018
Lia Zarantonello; Simona Romani; Silvia Grappi; Marc Fetscherin
12th Global Brand Conference of the Academy of Marketing | 2017
Daniela Andreini; Chiara Solerio; Giuseppe Pedeliento; Lia Zarantonello
42nd AMS Annual Conference | 2013
Michael A. Merz; Lia Zarantonello
Archive | 2012
Lia Zarantonello; Bernd H. Schmitt; Kamel Jedidi; Marcello Formisano
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Libera Università Internazionale degli Studi Sociali Guido Carli
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