Imperial College London
Alternate

ProfessorAndreasEisingerich

Business School

Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 9763a.eisingerich

 
 
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Location

 

386DBusiness School BuildingSouth Kensington Campus

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Summary

 

Publications

Citation

BibTex format

@article{Eisingerich:2023:10.1108/EJM-09-2021-0700,
author = {Eisingerich, A and Lin, Y-T and Foscht, T},
doi = {10.1108/EJM-09-2021-0700},
journal = {European Journal of Marketing},
pages = {1--26},
title = {A time for heroes? Conceptualization, development, and validation of the brand hero scale},
url = {http://dx.doi.org/10.1108/EJM-09-2021-0700},
volume = {57},
year = {2023}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - PurposePrior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms.Design/methodology/approachThe authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings.FindingsThis study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts.Research limitations/implicationsThis research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors.Practical implicationsThe study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors.Originality/valueBuilding on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.
AU  - Eisingerich,A
AU  - Lin,Y-T
AU  - Foscht,T
DO  - 10.1108/EJM-09-2021-0700
EP  - 26
PY  - 2023///
SN  - 0309-0566
SP  - 1
TI  - A time for heroes? Conceptualization, development, and validation of the brand hero scale
T2  - European Journal of Marketing
UR  - http://dx.doi.org/10.1108/EJM-09-2021-0700
UR  - https://www.emerald.com/insight/content/doi/10.1108/EJM-09-2021-0700/full/html
UR  - http://hdl.handle.net/10044/1/103810
VL  - 57
ER  -
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