The role of brand love in mediating the effect of intensive distribution and social media promotion on brand loyalty and e-WOM

Abstract

This study aims to examine and explain the role of brand love in mediating the effect of intensive distribution and promotion of social media on brand loyalty and e-WOM. The population of this research are customers of minimarket franchise businesses in Bali. The sample size used was 200 people with purposive sampling method. The analytical technique used is Path Analysis using SEM-PLS. The results showed that the intensive distribution had a positive and significant effect on brand loyalty and brand love. Brand love is able to mediate the effect of intensive distribution on customer loyalty, brand and e-WOM and brand love are able to mediate the effect of social media promotion on brand loyalty and e-WOM. Therefore, it is important for the minimarket franchise business to pay more attention to intensive distribution and vigorously promote social media through various choices of the latest social media platforms.

Generation Z’s Brand Love for Skincare Products: Do Religious Beliefs Matter?

“…This study proves that brand love has a positive and significant effect on brand loyalty, the results of this study support the previous studies (Alnawas & Altarifi, 2016;Sama et al, 2021;Suartina et al, 2022), where consumers who love a brand will repurchase the brand even though the price is higher than competing brands. The higher love for the brand shown by consumers through feeling happy and comfortable and being the first choice can increase their brand loyalty to continue using halal skincare from their chosen brand.…”

“…Past behaviour and actions are often considered good predictors of future consumer behaviour because they can imply greater brand loyalty (Carroll & Ahuvia, 2006;Unal & Aydın, 2013). Brand loyalty shows a consumer's commitment not to switch to another brand because he will always remember that brand when buying a product (Suartina et al, 2022). Brand Love itself consists of many types of emotions such as passion, attachment, and commitment (Huang, 2017).…”

“…Brand Love itself consists of many types of emotions such as passion, attachment, and commitment (Huang, 2017). Previous research has also proven that there is a relationship between brand love and brand loyalty (Alnawas & Altarifi, 2016;Suartina et al, 2022;Torres et al, 2022;. If consumers like a halal skincare brand, they will probably feel greater brand loyalty and be willing to buy more.…”

The Impact of Religious Beliefs on Halal Skincare Brand Loyalty in Central Java Indonesia: The Mediating Role of Brand Love

“…Past behavior and actions are often considered good predictors of future consumer behavior because they can imply greater brand loyalty (Carroll & Ahuvia, 2006;Rodrigues et al, 2022;Unal & Aydın, 2013). Brand loyalty shows a consumer's commitment not to switch to another brand because she will never forget that brand when buying a product (Suartina et al, 2022). Brand Love involves many emotions, such as passion, attachment, and commitment (Huang, 2017).…”

“…Brand Love involves many emotions, such as passion, attachment, and commitment (Huang, 2017). Previous research has also proved that there is a relationship between brand love and brand loyalty (Alnawas & Altarifi, 2016;Rodrigues et al, 2022;Suartina et al, 2022;Trivedi & Sama, 2021). If consumers like a halal skincare brand, they will probably feel greater brand loyalty and be willing to buy more.…”