The impact of brand experience on eWOM: Brand love and brand loyalty as mediators in consumer electronics

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The PLS-SEM approach was implemented to gauge the measurement and structural model. Findings: The finding demonstrates that brand experience, brand love, and brand loyalty have a beneficial impact on eWOM. Furthermore, brand love and brand loyalty serve as mediators connecting brand experience and eWOM. Research limitations/implications: This research might be used by scholars and practitioners to investigate how brand experience impacts eWOM in the consumer electronics sector, focusing on brand love and brand loyalty as mediators. Originality/value: This investigation is one of the pioneers in deploying the SOR model to analyze how brand experience affects eWOM. It also contributes to existing research by highlighting the roles of brand love and brand loyalty as mediators in connecting brand experience with eWOM.