THE EFFECTS OF SATISFACTION AND BRAND IDENTIFICATION ON BRAND LOVE AND BRAND EQUITY OUTCOME: THE ROLE OF BRAND LOYALTY
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 9
Abstract
Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as word-of-mouth and purchase decision making. The aim of this study is to explore the antecedents variables effect e.g. (satisfaction and brand identification) on brand love and the impact of brand love on brand equity outcome when brand loyalty is mediating. When the customers focus on the positive aspects of a company, and they love its brand, they usually form loyalty toward the company and its brand, and this lead them to build positive brand equity outcome toward the products and services of the company. This study develops an integrated framework that explains how antecedents variables e.g. (satisfaction and brand identification) effect on independent variable which is called brand love. In addition, that framework shows that brand love effect on dependent variable which is namely brand equity outcome when brand loyalty is mediating. A study carried out in Saudi Arabia surveyed 110 respondents as consumers who use insurance services. Path analysis confirmed that, brand identification had more positive impact on brand love than satisfaction. In addition, the study illustrated that brand loyalty had significant impact on brand equity outcome. In terms of mediating role of brand loyalty, the result found that brand loyalty is partial mediating between brand love and brand equity outcome.
Authors and Affiliations
Methaq Ahmed Sallam| College of Administrative Sciences, NajranUniversity PO box 1988, 11001 Najran, Saudi Arabia Tel: 966-565732028 E-mail: methaq68@hotmail.com Or: methaq68@yahoo.com
Keywords
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