Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

被引：4

作者：

Kohli, Harpuneet Singh ^{[1
]}

Khandai, Sujata ^{[1
]}

Yadav, Renu ^{[2
]}

Kataria, Sonia ^{[1
]}

机构：

[1] Amity Univ, Noida, Uttar Pradesh, India

[2] Univ Delhi, Daulat Ram Coll, Delhi, India

来源：

JOURNAL OF INTERNATIONAL COMMERCE ECONOMICS AND POLICY | 2021年 / 12卷 / 02期

关键词：

Brand experience; brand loyalty; brand love; brand hate; ANTECEDENTS; CONSEQUENCES; PERSONALITY; DIMENSIONS; RESPONSES; STRENGTH; OUTCOMES; PRODUCT; IMPACT; CHAIN;

D O I：

10.1142/S1793993321500071

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

引用

页数：25

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