Mediatory Role of Brand Love in the Relationship between Brand Experiences and Brand Loyalty (Special Reference to FMCG Sector in Sri Lanka)

Abstract

Retail brands pay significant attention to establish a powerful brand to distinguish in the fierce industry of today.To establish a dominant brand, current marketers are focused on providing unique and memorable brand experiences which will attach the customer to an emotional relationship that leads to brand love.Experience marketing and brand love are novel concepts in marketing and this study explores these concepts by developing a research model shaped by the brand resonance model and customer brand relationship theory to investigate how brand love serves as a mediator in the brand experience and brand loyalty relationship.The study was developed on quantitative approach.Sample consisted of 300 consumers and both multi-stage stratified sampling and systematic random sampling were used as sampling techniques.Data was collected through questionnaires and analyzed using Partial Least Squares Structural Equations Modeling.The results of the study demonstrate a complementary partial mediation of brand love.The study concludes that brand love play a significant role in establishing a powerful beneficial connection between brand experience and brand loyalty.

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