TABULAR FORM SUMMAR

Name of Journal Novelty/Uniquenes Variables with

Sr # Title of article Theories
Year s/Research gap nature

2 JOURNAL OF The impact of brand it aims to clarify the social identity independent
MARKETING love on brand moderating role of self theory brand love
loyalty: the esteem (SE) and . Social dependent
moderating role of susceptibility to comparison loyality
self-esteem, and normative influence theory mediating
social influences (SNI) in the Social self-esteem
relationship between identity theory susceptibility to
brand love and brand normative
loyalty. influence
and modeling the
mediation role of brand
love and outlining how
SE and SNI affect the
consumer-brand
relationship.

Bagozzi, R., Batra, R. and Ahuvia, A. (2017), “Brand love: development and validation of a practical scale”, Marketing Letters, Vol. 28 N
Mrad, M. and Cui, C. (2017), “Brand addiction: conceptualization and scale development”, European Journal of Marketing, Vol. 51 Nos
Rosenberg, M. (1965), “Rosenberg self-esteem scale (RSE)”, Acceptance and Commitment Therapy. Measures Package, Vol. 61 No. 52
Bearden, W.O., Netemeyer, R.G. and Teel, J.E. (1989), “Measurement of consumer susceptibility to interpersonal influence”, Journal o
ORM SUMMARY
Future
No. of items + scale references Hypotheses + Results recommendation Application
s
Brand love was measured six items brand love to SE supported future research studies could
from Bagozzi et al. (2017). Brand love to SNI supported could use include a specific
self-esteem to brand loyality longitudinal brand that can
Brand loyalty was measured on four supported methods to capture deeply the
items from Mrad and Cui (2017). SNI to brand loyality investigate changes different effects of
SE was measured on five scales from supported in the consumer- SE and SNI in the
Rosenberg (1965). brand relationship research model.
SNI was measured on four scales from over time We study to
Bearden et al. (1989 Further studies can change items
be conducted in the
future to
understand the
relationship
between SE and SNI
in consumer-brand
relationships.

ting Letters, Vol. 28 No. 1, pp. 1-14, doi: 10.1007/s11002-016-9406-1.

Marketing, Vol. 51 Nos 11/12, pp. 1938-1960.
ackage, Vol. 61 No. 52, p. 18.
l influence”, Journal of Consumer Research, Vol. 15 No. 4, pp. 473-481.