Papers by Mauricio Santos
In recent years, changes in customer-brand relationships have represented a major challenge for b... more In recent years, changes in customer-brand relationships have represented a major challenge for branding research. This study explores how the dimensions of perceived customer value influence brand love, by examining significant effects on the outcomes of brand love and the moderating effect of the consumer's generational cohort. The quantitative study uses a questionnaire survey to collect data from 279 TV streaming service subscribers, which is analysed with the PLS-SEM methodology. Results show that the hedonic dimensions of perceived customer value have a significant positive effect on brand love, while the more utilitarian dimensions lack a significant effect. Furthermore, brand love plays a significant role in building brand experience, but not for switching intention. Moreover, for millennial consumers, brand love has a significantly higher impact on switching intention than for Generation Z consumers. This study contributes by testing the dimensions of the perceived customer value model in building brand love in the streaming TV context. In addition, this study is one of the few to compare differences between millennials and Gen Z consumers in relation to brand love and its outcomes.
Spanish Journal of Marketing - ESIC, 2021
Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty a... more 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 consu...
Uploads
Papers by Mauricio Santos