Impact of Brand Experience and Continuous Brand Satisfaction on Brand Love
Authors/Creators
- 1. Acharya Bangalore B School, Bengaluru, India
- 2. Nile University of Nigeria, Abuja, Nigeria
- 3. Hensard University, Bayelsa, Nigeria
Description
Abstract: Brand love has been influenced by various important marketing variables. Long-standing difficulties with considerable literature coverage include consumers creating emotional bonds with brands and the bond attaching oneself to a product-brand. This relationship's primary input is brand experience, and its primary output is brand love. It explains the brands love specially positioned by the consumer as the brand satisfaction is continuous and the characteristics of them are intended to study in this research. Brand experience positively influences the brand satisfaction. This study aims to investigate the effects of ongoing brand satisfaction on brand love. In an Indian study, 551 individuals who use Taj Mahal tea brands were questioned. Path research proved that brand love was more positively impacted by ongoing brand satisfaction.
Keywords: Brand Experience, Continuous Brand Satisfaction, Brand Love
JEL Classification Number: M300, M310, M390
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