UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HA NOI CAMPUS

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Unit name: Preparation for the Disseration

Cohort: F – UOB – 12A FOR EXAMINERS ONLY

Semester: I Grade (in
Academic year: 2022-2023 number):
Instructor: Mrs. Nguyen Do Quyen ………………..
Grade (in words):
Headteacher: Mrs. Ly Tran
………………..
Submission date: November 25th, Examiner 1
2022 (Signature & Fullname)
………………..
Student Name: Tran Anh Quan
Examiner 2
Student ID: 2212206 (Signature & Fullname)
………………..

Hanoi, November 2022

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Topic: Word – of – Mouth Key factors for increasing brand love and loyalty in the
FMCG business.

1. Introduction:
“Marketing is creating, communicating, providing, and exchanging benefits for the customer,
the organization, stakeholders, and society”.” This definition shows that marketing is moreover
than advertising and personal selling. It is hard to discover the need and want for delivering the
benefit of goods, services, and ideas marketed to customers. Besides that, the organization
doing the marketing, the stakeholders affected (such as clients, employees, and suppliers), and
society should all benefit”. (Lisa. M Keefe, 2008). “However, the marketing manager always
considers the action and develops a complete marketing program to approach clients. The
particular models have 4 factor called the four Ps- useful tools referenced to them and first
published” by Professor E. Jerome McCarthy (1960). They can define each of the four Ps
(Price, Place, Promotion, Product) as the elements of the marketing mix, and the marketing
manager can control each of the factors. However, Kotler and Zaltman (1979) argue that " For
the marketer, the success of a campaign depends on the proper development of 4ps element
and these concepts are able to social cause" (P12). Kolter, Roberto, and Lee (2002) concetrate
for market research, marketing segmentation, marketing planning.Moreover, the marketing
mix to achieve behavioral change.

2. Literature review.

2.1 The limitation of the Marketing mix

However, the marketing mix have limited in some circumstance (Gronroos, 1990,200). “The
marketing mix reach needs to be more adequate in the requirement of the modern marketing
concept” (Gummerson, 1995,200.). Zeldin (1995) said that: “This model is unable for applying
in the service sector; also, Rafiq and Ahmed “(1992) discuss how this criticism of the 4Ps can
be amplified in industrial marketing. The argument is that the 4Ps need to take more account
building the long-term relationship between an industrial supplier and consumer.

Furthermore, if the long-term relationship needs to be more vital to raise brand awareness in
customers' minds, the consequence of this process will make the firm gradually lose its image
recognization and market share. In addition, the ultimate objective of marketing is to help the
company can boost their sale of each product. To do this objective, increasing the brand love
for consumers is a foundation for maintaining the relationship between the brand and
consumers because consumer-brand relationships are complex, especially when the customer is
join to the brand love process. “The intricacies of consumers professing theory love for a
brand have long been debated by many little love involved”. (Bagpzii 2017).

2.2 Brand love related to the consumer-brand relationship

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“Brand love is a term that was proved” by Carroll and Ahuavia (2006, p81) to describe "the
degree of passionate, emotional attachment a satisfied consumer has" for a brand. In addition,
“brand love is a range of emotions, behaviors, and acknowledgments that bring the client into
the mental prototype" (Batra 2021,p2).” Grounded in theories from the field of psychology,
including the triangular theory of interpersonal love” (Sternberg, 1986), Fournier (1998)
identified brand love as one of several relationship types that develop when consumers feel the
love from the brand ( Gumparthi & Patra, 2019). To the consumer, brand love shows intimate
consumer-brand experiences in favorable circumstances.

Spread out brand love through positive word-of-mouth (Albert & Merunka, 2013.) and brand
loyalty (Carroll & Ahuavia, 2006; Fournier, 1998) will make the consumer willing to purchase
further than they expect and your product always at the customer's top of minds.” However,
identified the positive brand emotions, brand evaluation, brand passion, and love toward
psychological dimensions of brand love” (Albert, 2008; Batra, 2012). “The foundation for
building brand love includes three aspects: cognitive brand love, beliefs related to the brand,
practical brand love, and is willing to spend resources on the brand and desire to use the
brand"(Rauschnabel & Ahuvia, 2014).

2.3 Word-of-mouth is related to the critical factor for increasing brand love

“Word- of- mouth always considered the easier way to raise brand love and brand loyalty in
consumers, including any information about the target objective transferred from one
individual to another, either personally or via some communication medium” (Brown, 2005).
“Effectively word-of- mount communication is an aspect of a brand to others” (Gremler &
Gwinner, 2000), and making favorable recommendations to the third-party brand product and
then promoting the brand to another consumer because when the consumer feels satisfaction
from communicating something they like, it might be contributed to the dissemination of
positive word-of-mouth (Ismail & Spinelli, 2012). To elaborate on the point, Ismail and
Spinelli found that the excitement dimension of brand personality (daring, spirited,
imaginative) word-of-mouth directly and positively impacts. “Attaching personality to a brand
can make them more desirable to the consumer” (Bouhlel, 2011), “leading them to recommend
the brand, spread positive word-of-mouth further and encourage other consumers to buy it”.

3. Conclusion

In conclusion, this literature review summarized all the theories and the new concept for
approaching the problem. Overall, the business can manipulate consumer purchasing behavior.
However, maintaining this manipulation is a different story, and there are many ways to keep
our consumers. Nevertheless, word-of-mouth will consider the most straightforward way and
also the hardest, depending on each other viewpoint for controlling the purchasing decision.
Besides that, the marketer should remember some of the factors to influence customer
behavior. In Vietnam, the research conducted by Quan in 2022 has proven that word-of-mouth

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is still an effective way to raise brand love and brand loyalty in consumers; even in the modern
age now, the digital platform is the trend that every company wants to control it.

4. Reference

Lisa. M Keefe " Marketing defined", Marketing news, January 15th, 2008, Pp. 28–29.

GRONROOS, C. 1994. From marketing mix to relationship marketing: Towards a paradigm

shift in marketing. Management Decision 32(2): 4–20.

Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love - development and validation of a
practical scale. Marketing Letters, 28(1), 1-14. http://doi.org/ 10.1007/s11002-016-9406-1.

E. Jerome McCarthy, Basis Marketing: A Managerial Approach (Homewood, IL: Richard

D.Irwin, 1960)

Journal of Brand Management (2010) 17, 504 – 518. DOI: 10.1057/bm.2010.6.

Zeldin, M. & Philipson, S. (2007). "Kotler and Borden are not dead: Myth of Relationship
Marketing and truth of the 4Ps," Journal of Consumer Marketing, 24(4), pp. 229–241.
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https://doi.org/10.30541/v31i4iipp.1065-1075.

Carroll, B.A. and Ahuvia, A.C. (2006) “Some antecedents and outcomes of Brand Love,”
Marketing Letters, 17(2), pp. 79–89. Available at: https://doi.org/10.1007/s11002-006-4219-2.

Batra, R., Ahuvia, A., and Bagozzi, R.P. (2012) "Brand love," Journal of Marketing, 76(2), pp.
1–16. Available at: https://doi.org/10.1509/jm.09.0339.

Sternberg, R.J. (1986) “A triangular theory of love.,” Psychological Review, 93(2), pp. 119–
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Gumparthi, V.P. and Patra, S. (2019). "The phenomenon of Brand Love: A systematic
literature review," Journal of Relationship Marketing, 19(2), pp. 93–132. Available at:
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Albert, N.Ã. And Merunka, D." Role of brand love in consumer brand relationships,"
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Brown, T.J. (2005) “Spreading the word: Investigating antecedents of consumers' positive
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Gremler, D.D. and Gwinner, K.P. (2000) “Customer-employee rapport in service

relationships,” Journal of Service Research, 3(1), pp. 82–104. Available at:
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Rageh Ismail, A., & Spinelli, G. (2012). "Effects of brand love, personality, and image on word
of mouth," Journal of Fashion Marketing and Management: An International Journal, 16(4),
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Bouhlel, O. et al. (2011). "Brand personality's influence on the purchase intention: A mobile
marketing case," International Journal of Business and Management, 6(9). Available at:
https://doi.org/10.5539/ijbm.v6n9p210.

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