A Conceptual Paper on the Relationship of Brand Experience, Brand Trust, and Brand Loyalty: Mediator Brand Love

Abstract

For years researchers have studied how consumers form like-dislike attitudes towards brands, the past few years have seen a burgeoning interest among practitioners and academics in consumers’ love for brands. Brand love become an emergent concept in the domain of this experiential consumption (Roy, Eshghi and Sarkar,2013). The main objective of this conceptual paper is to examine the relationship between brand experience, and brand trust toward brand loyalty mediate by brand love. Brand loyalty has helped most of the firms to survive in the industry, retain customers and attract new customers. Brand love construct can influence attitudinal loyalty of consumer towards a brand (Albert and Valette-Florence, 2010). Among numerous determinants of brand loyalty, brand love can strengthen emotional ties between consumers and brands.