Role of brand experience in shaping brand love

Abstract

Consumer–brand relationships are witnessing a tremendous upheaval from the past few years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that reflects the passionate emotional attachment of a consumer with a brand, thus, it has captured the attention of practitioners around the globe. Moreover, Gen Z consumers of countries like India have also shown huge emotional sensitivity while purchasing fashion apparel brands since these brands intensify their social image. The marketers, therefore, are looking out for strategic alternatives to engage the consumer and stimulate their emotions. In view of this, the present study adds to the existing body of literature by introducing novel linkages in branding by examining the mediating role of brand engagement in shaping loyalty intentions. The study also recognizes the moderating role of experience with several proposed relationships concerning brand love. For this purpose, cross‐sectional research was carried out by collecting responses from Gen Z consumers. The results reveal the significant mediating role of brand engagement between brand love and loyalty intention and confirms the moderating role of brand experience in two relationships (i.e., brand trust and brand image) with brand love while insignificant with brand satisfaction. It has also observed direct and indirect effects of brand love, thus, extending existing models and proposed theories. Emerging markets like India have massive potential for marketers in almost all product categories. However, the fashion apparel category has come out as an attractive industry due to the emergence of fashion‐conscious generation, that is, gen Z. The marketers today focus on the loyalty of the customer therefore, a study articulating loyalty intention and its precursors would help in constituting several branding strategies.

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

“…Brand love is a new construct in marketing (Hegner et al, 2017;Bigne et al, 2020;Joshi and Garg, 2020) but has gained significant relevance in the literature since it was first discussed by Carroll and Ahuvia in 2006. According to Shimp and Madden (1988), we are capable of developing love-like feelings towards objects. Brand love is a long-term relationship with a brand whereas brand satisfaction is completely related to the expectancy disconfirmation paradigm (Joshi and Garg, 2020). Authors Carroll and Ahuvia (2006, p. 81) defined brand love as "the degree of passionate emotional attachment that a satisfied consumer has for a particular trade name".…”

The meditating effect of brand love in the relationship between brand experience and brand equity

“…According to Wani (2017, p. 86), brand experience and brand love are considered new marketing concepts in measuring brand equity. In the field of brand management in recent years, studies on the relationships between brand love and brand experience (Pauwels-Delassus and Zarantonello, 2016, Zhang, 2019Joshi and Garg, 2021), brand experience and brand equity (Kumar, Dash and Purwar, 2013;Aboutalebi and Kouloubandi, 2016;Beig and Nika, 2019) and brand love and brand equity (Halilovic, 2013;Önen, 2018;Gómez and Pérez, 2018;Filho et al, 2010) are observed to increase in number. However, a few studies deal with the relationships between brand experience, brand love, and brand equity together in domestic and international studies (Baycur, 2015;Rodrigues, Rodriques and Costa, 2017).…”

The effect of attribute alignability on brand evaluation in a competitive context: The moderating role of regulatory mode

“…In today's competitive market situation, managing a brand strategically in terms of brand positioning and brand consumer relationships is necessary for the survival of the brand because a brand is an invisible yet a key asset to a company (Paul, 2018). In recent years, advances in branding incorporated various aspects of brands such as brand masstige, brand love, brand scandal, color of brand logo as well as brand personality and equity (Aaker, 1997; Joshi & Garg, 2021; Kapoor & Banerjee, 2020; Lim et al, 2020; Paul, 2018, 2019). This study opens new research domains by suggesting the role of consumer regulatory mode in product comparison from attribute level to brand level.…”