The Role of Brand Love as a Mediator between Brand Experience and Brand Satisfaction with Brand Loyalty to Levi’s®

Sinta Alfina Deva () and Vidyarini Dwita
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Sinta Alfina Deva: Universitas Negeri Padang
Vidyarini Dwita: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1351-1363 from Springer

Abstract: Abstract To examine how brand love functions as mediating factor among brand experience in Padang City to brand loyalty to Levi’s products. This research is descriptive and quantitative with a survey method. The population in this study is customers of Levi’s® products in Padang City. The sample used in this study amounted to 280 people. The data analysis tool used is SEM PLS. Brand experience and brand satisfaction positively affect brand love and customer loyalty. Brand love affects brand loyalty. Brand loyalty mediates between brand experience and brand satisfaction versus brand loyalty. This study expands on previous research by examining factors that influence brand loyalty by adding brand satisfaction variables and making product love mediate among brand experience also satisfaction with loyalty to Levi’s® products.

Keywords: Brand Experience; Brand Satisfaction; Brand love; brand loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_109

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DOI: 10.2991/978-94-6463-839-4_109

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