The Roles of Brand Love in Predicting Brand Loyalty

Veraya and Rini Kuswati ()
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Veraya: Muhammadiyah University of Surakarta, Faculty of Economic and Business
Rini Kuswati: Muhammadiyah University of Surakarta, Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 1063-1076 from Springer

Abstract: Abstract The purpose of this research is to analyze the effect of self-expressive brands on brand loyalty as mediated by brand love. The population of this study is H&M users in Indonesia and Taiwan, and we collected a sample from 170 respondents, divided between 85 respondents from Indonesia and 85 respondents from Taiwan. The sample was taken based on non-probability sampling, which is used the purposive sampling method. Data analysis techniques used Smart PLS 4.0 software. The analytical results of this study show that self-expressive brands did not have a significant effect on brand loyalty. Afterward, self-expressive brands have a significant effect on brand love. Then, brand love has a significant effect on brand loyalty. Eventually, brand love will fully mediate the effect of self-expressive brands on brand loyalty. This is the first study that seeks to analyze cross-cultural research that is significant to the self-expressive brand’s relationship with brand love. The combination of these concepts would contribute in the direction of an improved comprehension of the brand-love relationship. Further research is expected to examine whether luxury brands such as Gucci, Dior, Chanel, and Yves Saint Laurent are able to make consumers loyal.

Keywords: Brand Love; Brand Loyalty; Self-Expressive Brands (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-204-0_87

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