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

Harpuneet Singh Kohli (), Sujata Khandai, Renu Yadav and Sonia Kataria
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Harpuneet Singh Kohli: Amity University, Noida, Uttar Pradesh, India
Sujata Khandai: Amity University, Noida, Uttar Pradesh, India
Renu Yadav: Daulat Ram College, University of Delhi, Delhi, India
Sonia Kataria: Amity University, Noida, Uttar Pradesh, India

Journal of International Commerce, Economics and Policy (JICEP), 2021, vol. 12, issue 02, 1-25

Abstract: 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.

Keywords: Brand experience; brand loyalty; brand love; brand hate (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1142/S1793993321500071

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