Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship

Abstract

The conception of the consumer–brand relationship has been receiving immense and escalating attention, and it is considered essential for capitalizing the performance of brands. The purpose of this study is twofold: Foremost part of the study comprehends valuable consumer–brand relationships and antecedents of brand equity. The second part is measuring the significant variations in hypothetical model under consumers’ gender and age perspective. The structural equation model is used for analyzing 425 questionnaires through SmartPLS3. Analysis has been conducted several times for combine data and data sets of gender and age groups to identify variations in model relationships. The findings of this study revealed the significant relationship among constructs of the hypothetical model. Brand love emerged as not only one of the significant antecedents of brand loyalty but also the strongest predictor of brand equity. Significant variations have been identified as male, and older consumers are transforming their love into loyalty and equity more than female and young consumers, respectively. The study has revealed guidelines for designing consumer–brand relationship and identified some significant variations that can be helpful in designing such relationship and marketing offers for multiple market segments.

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

“…Mobile phone brand equity also benefits from brand love. This relationship was validated with Samsung mobile phone users in Pakistan (Nawaz et al, 2020) and with the preferred mobile brand of consumers in India (Verma, 2021). But despite these pieces of evidence in several contexts, there is no research examining the relevance of brand love in enhancing the brand equity of a retail fashion brand, making the present research an important contribution.…”

Predictors of Brand Equity in the Contemporary Markets

“…This study is designed to contribute significant knowledge into literature as no earlier study has been conducted to understand these variables in building strong brand equity in the case of Pakistan. However, brand personality, brand image, and brand portfolio are also discussed in different studies in the case of Pakistan (Lieven & Hildebrand, 2016;Nawaz et al, 2020).In addition, the theoretical and marketing implications of this study are also significant because the unaddressed area of brand equity development is discussed in this study. Furthermore, the marketing implications of this study would provide an alternative way to brands for developing brand equity in the time of customers' leapfrogging in Pakistani markets.…”

Nexus between Effective Payment Methods, Low Distribution Charges, Low Transit Time and Online Brand Loyalty: Moderating Role of Effective Management

“…In this way, the customer would develop satisfaction with the business and they would become satisfied to the brand (Hameed, Nadeem, Azeem, Aljumah, & Adeyemi, 2018;Islam et al, 2021;Kim et al, 2010;Schär & Stanoevska-Slabeva, 2019). On the other hand, the business organizations that are not providing the products and services to the target customers in very low on time, and as a result, these business organizations are not satisfying the customers in an effective way to make them loyal to the brand (Loughran, Berry, & Mulhall, 2012;Nawaz, Jiang, Alam, & Nawaz, 2020). In result of it, the responsibility of the business organizations is to provide products and services in low transit time to make sure the customers are and at the right time and it would develop the competitive advantage of the business in the target market (Ahn & Kwon, 2022;Khoa, Oanh, Uyen, & Dung, 2022).…”