Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

Abstract

This study investigates the moderator role of brand dependence (BD), the mediator role of brand prestige (BP), and brand credibility (BC) in the relationship between brand experience (BE) and brand love (BL) within the framework of consumer-brand relationship theory. It also examines the effects of brand love's behavioural outputs on repurchase intention and willingness to pay premium price (WTP). The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median (K2). Also, BL has a significant impact on repurchase intention and WTP.