paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates … brand loyalty, and all of them together lead to brand evangelism. Furthermore, the mediator roles of brand love and loyalty … identification, brand love, and brand loyalty positively affected brand evangelism. Besides, the serial mediating effect of brand …

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators …, 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 …

marketers are now attempting to create an emotional bond with the customers. This phenomenon is termed as brand love and it is … attempts to explore the perceived "brand love" of young Indians. A structured, non-disguised questionnaire was used, data was …

This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the … constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long …

study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating … partial least squares method. Findings - The results showed that brand love is the strongest antecedent of brand loyalty and … emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a …