Title: Antecedents and consequences of brand hope in online shopping

Authors: Mina Omrani; Reza Salehzadeh; Hassan Esmailian

Addresses: Department of Management, Shahid Ashrafi Esfahani University, Isfahan, Iran ' Department of Management, University of Isfahan, Isfahan, Iran ' Department of Management, University of Isfahan, Isfahan, Iran

Abstract: Recent studies show that consumers can experience hope about their favourite brands. Although brand hope is an important variable in the marketing literature, there still needs to be more information about this variable and its influencing factors. The purpose of this study was to evaluate the impact of perceived brand quality, perceived brand social value, and social media brand engagement and customer experience management on brand hope, as well as the impact of brand hope on brand love, loyalty and trust. A cross-sectional study was conducted using a questionnaire to collect data from a sample of 345 online stores consumers. The content validity of the questionnaires was confirmed by expert's opinion and the construct validity was confirmed by factor analysis. The reliability of the questionnaires was confirmed by Cronbach's alpha method. Structural equation modelling was used to test the research hypotheses. According to the research findings, perceived brand quality, perceived brand social value, social media brand engagement, and customer experience management had a significant effect on brand hope. Also, brand hope had a significant effect on brand love, loyalty, and trust.

Keywords: brand hope; brand love; brand trust; brand loyalty; social media brand engagement; customer experience management.

DOI: 10.1504/IJIMA.2026.153956

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.4, pp.395 - 415

Received: 03 Jan 2023
Accepted: 07 Mar 2024
Published online: 09 Jun 2026 *

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