The present study attempts to extend the concept of consumer brand love to brand love towards organization, and assess its impact on employees of an organization. Based on a sample of 289 professionals working in public and private sector insurance companies in India, the study examines the relationships between brand love, affective commitment, positive word of mouth (PWOM) behaviour and turnover intention. The study also establishes the mediating role of affective commitment for the relationships between brand love and PWOM, and between brand love and turnover intentions. The present research helps us understand how brand love can be differentiated from other constructs and verify its position in a nomological framework. Implications for theory and practice are discussed.
|Journal||Academy of Management Proceedings|
|Publisher||Academy of Management|