Have Brand Love Will Travel: IT's Role between Brand Equity and Attitude Toward Online Review

This study aims to analyse the impact of brand equity on attitudes toward online reviews of customers by mediating the role of brand love. The study collected data from the students of various universities in Pakistan. The hypothesized relationships of the study were evaluated using structural equation modelling (SEM) based on covariance, and mediation analysis was conducted using Preacher and Haye's (2008) approach. The findings revealed a favourable association between brand equity and online reviews. In addition, the results indicated that brand love played a partial mediating role in the relationship between brand equity and online Review. This research is designed to expand the body of knowledge in the e-commerce industry. It will accomplish the need to understand better brand equity, brand love, and online reviews by the academician, practitioner, and consumers. There is rare research regarding the connections between brand equity, brand love, and online Review.