Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital … insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore …, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and …

The current study looks at the relationships in the Pakistani smartphone market between brand experience, brand love … that the experience of a brand is a significant factor in determining both love and loyalty to that brand. The outcomes of … the research indicated that there was a substantial relation between brand experiences and brand loyalty, with brand love …

love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are … providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth …

exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined … review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of … a proposed synthesized framework. Findings The authors propose that consumers experiencing brand love are more willing …

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 …

theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and … analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/approach – We …. Findings – Our results show conceptualizing and measuring “brand love” as a parasocial relationship, as compared to …

experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand … driver of brand love. Sensory experience mainly drives customers’ brand trust, while intellectual experience has no effects … on brand trust. Brand love is the main mechanism in developing customers’ behavioral loyalty, so does brand trust in …