Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of International Commerce, Economics and Policy World Scientific Publishing Company

Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

Loading next page...
 
/lp/world-scientific-publishing-company/brand-love-and-brand-hate-integrating-emotions-into-brand-related-09JktJPCI9
Publisher
World Scientific Publishing Company
ISSN
1793-9933
eISSN
1793-9941
DOI
10.1142/S1793993321500071
Publisher site
See Article on Publisher Site

Abstract

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

Journal

Journal of International Commerce, Economics and PolicyWorld Scientific Publishing Company

Published: Jun 12, 2021

There are no references for this article.