Article2021

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

Harpuneet Singh Kohli · Sujata Khandai · Renu Yadav · Sonia Kataria

12 citations0/0 files storedJournal of International Commerce Economics and Policy

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

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.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1951Coefficient Alpha and the Internal Structure of Tests 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 2025Advances in Consumer Research 1982Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models 2004Confidence Limits for the Indirect Effect: Distribution of the Product and Resampling Methods 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2016Understanding Customer Experience Throughout the Customer Journey

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