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Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers

María Cristina Otero Gómez · Wilson Giraldo Pérez

25 citations0/0 files storedRePEc: Research Papers in Economics

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Perception and Purchasing Behavior

Abstract

This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 and 24. The results indicate that there is a positive relationship between brand love and brand equity and that consumers perceive the general impressions of the brand in a favorable manner, which increases the chances of repeating the purchase.

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2021The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust 2022Who loves to forgive? The mediator mechanism of service recovery between brand love, brand trust and purchase intention in the context of food-delivery apps 2022The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines 2021The Mediating Role of Brand Love in the Relationship Between Consumer-Based Brand Equity and Brand Loyalty: a Research on Starbucks 2022Brand love and ethnic identification: the mediating role of brand attachment among African American consumers 2020The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention 2021The meditating effect of brand love in the relationship between brand experience and brand equity 2025The effects of customer engagement, perceived brand equity, and cultural dimensions on repurchase intentions and positive word-of-mouth: a moderated mediation analysis

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