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The Mediating Impact of Brand Love and Brand Image between Brand Experience and Brand Loyalty: An Analysis of Car Brands

Andreas Aldogan Eklund

Academy of Marketing Studies Journal2022article
ABDC B
Weight
0.52

Abstract

This paper examines the parallel meditation of brand love and brand image between brand experience and brand loyalty. Data were collected, distributed online among car consumers (n = 897). A parallel mediation analysis using Hayes PROCESS was employed. Results demonstrate brand love and brand image mediate the relationship between brand experience and brand loyalty. It also indicates brand experience is formed over time, thus, not limited to a given situation since consumers constantly are exposed to brand-related stimuli every time driving the vehicle. Future research is encouraged to investigate brand categories such as luxury watches and constructs that situate meaning and value. Brand experience research is advanced by providing a deeper understanding of what�??s happening between brand experience and brand loyalty. Brand experience can be tailor-made with brand-related stimuli to facilitate consumer's brand love and brand image, which positively impact brand loyalty increasing the intermittent likelihood of purchase.

13 citations

Cite this paper

@article{andreas2022,
  title        = {{The Mediating Impact of Brand Love and Brand Image between Brand Experience and Brand Loyalty: An Analysis of Car Brands}},
  author       = {Andreas Aldogan Eklund},
  journal      = {Academy of Marketing Studies Journal},
  year         = {2022},
}

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Evidence weight

0.52

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.43 × 0.4 = 0.17
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.