Understanding the Dynamics of Brand Love in the Automobile Industry

Abstract

Given the increasing competition and the impact of digital media in the automobile industry, dealerships need to understand the antecedents of customer happiness and brand love. The goals of the study are to analyse the combined influence of the cognitive and affective drivers of brand love for high-involvement products and its effects on behavioural intentions, paying special attention to the moderating role of susceptibility to information posted on social media. Using a sample of 317 Jordanian car buyers, a structural model is tested that confirms that the sales consultant’s empathy is a strong predictor of customer happiness during a car purchase and a stronger predictor of his/her trust in the car dealership. Happiness and trust translate into greater brand love, which in turn can generate resistance towards negative information posted on social media; positive electronic word-of-mouth; and willingness to pay more. Happiness fully mediated the relationship between empathy and car brand love. The effect of the impact of the perceived empathy of salespeople on customer happiness was stronger for consumers with low susceptibility to information posted on social media. This work expands the academic knowledge of the direct mediating and moderating effects of brand love.