Does Brand Love Increase Consumer Engagement and Brand Equity in Social Media Platforms? Structural Equations Approach

Fedric Kujur, Anirban Mandal, Sriparna Guha () and Saikat Chakrabarti
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Fedric Kujur: XISS
Anirban Mandal: ICFAI Business School
Sriparna Guha: Amity University
Saikat Chakrabarti: Kolkata University of Engineering and Management

A chapter in Resurgence and Sustainable Development of Asian Markets in the New Normal, 2025, pp 101-118 from Springer

Abstract: Abstract Businesses need customers to have positive feelings about their products to succeed, and this may be achieved by cultivating a loyal fan base that views the company’s brand as superior to the competition. The current research has tried to identify several variables that contribute to brand devotion. Furthermore, the impact of brand loyalty on online engagement and credibility is investigated. Data was obtained offline using a standardized questionnaire from 510 participants who have followed at least five brand pages on Facebook. Structural Equation Modelling (SEM) was used as an approach for data analysis. There was a favourable and statistically significant relationship between the appraisal of brand love and consumer participation, brand confidence, and brand love itself. There is a growing corpus of literature on brand loyalty, and this study adds to it by exploring the role of the customer in creating an emotional connection to a brand.

Keywords: Brand love; Consumer engagement; Brand equity; Social media; Social networking site (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-96-1785-2_6

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DOI: 10.1007/978-981-96-1785-2_6

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