The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

Abstract

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Design/methodology/approach Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model. Findings The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty. Research limitations/implications The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships. Practical implications Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE. Social implications The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships. Originality/value This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

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“…Adapun salah satu tolok ukur kesuksesan strategi bersaing dalam dalam konteks desa wisata adalah kemampuan pengelola untuk meningkat kepuasan dan loyalitas wisatawan (Alharbi et al, 2018). Loyalitas pembeli diukur dengan kemungkinan dan aktualitas pembelian berulang yang sama (Le, 2020). Loyalitas dibentuk karena adanya kepuasan pengguna produk, kualitas produk, kualitas layanan, dan harga produk yang wajar.…”

Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage theory Perspective

“…This strategic competitive resource trigger proved to be an effective tool to enhance brand gravity-resonance capability that strengthens brand love studies (Albert & Merunka, 2013;J. Khan et al, 2021;Kumar et al, 2021;Le, 2020;Shahid & Zafar, 2021). The logic behind this model that brand experience is the first step to improving capabilities echoes the brand's appeal to intangible entities that enable companies to generate valuable market offerings effectively and or efficiently.…”

Brand loyalty in online brand communities in Malaysia: A Uses and Gratifications perspective

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