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The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them.

On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbooks and tablets) in Greece, partial least squares method is used to test the validity of the proposed hierarchical model.

Results show that a lovemark measure can be conceptualized as a third-order reflective construct having respect and love as its second-order dimensions. In turn, respect reflects on brand performance, trust and reputation, and love reflects on brand commitment, intimacy and passion. The proposed measure presents a very good external validity as it can explain big portions of variance in consumer responses including repurchase intentions, positive WOM and willingness to pay a price premium. Finally, the proposed measure is used to classify eight well-known devices as products, fads, brands and lovemarks and identify the love styles associated with brand relationships.

This paper provides empirical evidence for measuring and identifying lovemarks using a hierarchical model, which can be further used to develop a more effective strategy for managing the functional and emotional aspects of brands to strengthen consumer-brand relationships.

El objetivo de este estudio es el desarrollo metodológico y validación empírica de una escala para clasificar las marcas de productos tecnológicos en base a las dos dimensiones que caracterizan a las marcas Lovemark: el respecto y amor.

Con una base de datos recogidos de una muestra de 1.106 consumidores de productos tecnológicos (e.g., tablets y portátiles pequeños) en Grecia, se usa PLS para testar la validez del modelo jerárquico propuesto.

Los resultados ponen de manifiesto que el concepto Lovemark puede ser conceptualizado como un constructo reflectivo de tres dimensiones siendo el respeto y el amor hacia la marca las dimensiones de segundo orden. A su vez, el respeto hacia la marca refleja el desempeño, la confianza y reputación de la marca mientras que el amor queda reflejado en conceptos tales como el compromiso, la intimidad y la pasión. La medida propuesta presenta una aceptable validez externa pues es capaz de explicar mayor porcentaje de la varianza de las intenciones de compra, la comunicación boca-oreja positiva y la disposición a pagar un mayor precio por la marca. Finalmente, se demuestra la utilidad de la medida propuesta para clasificar ocho marcas conocidas según los niveles de amor y respeto que los consumidores manifiestan hacia las mismas así como identificar los estilos de amor asociados a la relación que los consumidores mantienen con estas marcas.

Este trabajo ofrece evidencias empíricas para medir e identificar las Lovemark usando un modelo jeráquico que puede ser utilizado posteriormente para desarrollar una estrategia más efectiva en la gestión de los aspectos funcionales y emocionales de las marcas como medio para fortalecer las relaciones marca-consumidor.

The goal of this paper is twofold: to assess the influence of specific corporate and market features on automobiles and parts sector's profitability in Euro area and to identify this particular sector's optimum debt level.

For the paper's purposes, the authors applied a panel data analysis on an annual basis for the period 2005–2017.

There is a strong statistical significance of debt ratio, growth domestic product per capita growth, E.C.'s economic sentiment index (ESI), the European Central Bank key interest rate and the Euro area crisis on sector's profitability, while weak statistical significance appears to emerge for the firm's size. Moreover, the authors find average 14.4% profitability for the entire sector of the Euro area, without significant fluctuations among firms and/or during the examined time period. Another interesting finding of this study is that results are consistent with the theory of Modigliani Miller that financial leverage at a “low” level is beneficial for the firm, but beyond a turning point, it becomes counterproductive. This turning point for the automobiles and parts sector in Euro area has been computed at 47.3%.

The paper focuses on issues of profitability, capital structure and optimal debt ratio of an important sector of the economy, the automotive sector. As regards the Euro area automotive sector, it is a dynamic sector with a significant multiplier effect for the European economy as it is strongly correlated with other industrial sectors as chemicals, steel, textiles, information technology and so forth, having an outstanding multiplier effect on the economy.