 Examining the relationship among sensory brand experience, brand love, brand advocacy and brand commitment using a comparative study of three brands of social networking sitesAbhay Jain and Suzanee Malhotra International Journal of Internet Marketing and Advertising, 2024, vol. 21, issue 3/4, 235-252 Abstract: This paper seeks to analyse the impact of sensory brand experience of three popular brands of SNSs on the feelings of brand love for the millennials. Further, the impact of brand love on brand advocacy and brand commitment for the three brands is examined. Using self-administered online survey questionnaire responses collected from 750 active millennial users of Facebook, Instagram, and WhatsApp, the research hypotheses are evaluated using factor analysis and structural equation modelling (SEM). The findings support that sensory brand experience has an impact on brand love and that further brand love also impacts the advocacy and commitment for the brands. This study seeks to enrich the brand love literature by exploring sensory brand experience (a sub-dimension of broader brand experience notion) which has not been extensively studied in the past, that too for millennials from an Indian sub-continent perspective. Keywords: brand advocacy; brand commitment; sensory brand experience; brand love; millennials; social networking sites; SNSs. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:235-252 Access Statistics for this article More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd |
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