Title: Does word of mouth matter for brand love among young consumers: the mediating role of consumer brand loyalty

Authors: Manoj Kumar Mishra; Nidhi Sharma; Sunil Kumar

Addresses: Marwadi University, Rajkot-Morbi Road, Rajkot 360 003 Gujarat, India ' Rukmini Devi Institute of Advanced Studies, Affiliated to GGSIPU, Delhi, 110085 India ' GITAM Institute of Management, GITAM (Deemed to be University), Visakhapatnam, A.P., India

Abstract: The purpose of the study is to identify the factors which will lead to brand loyalty among customers. The author will also try to explore the influence of brand loyalty of the customers on word of mouth. The study uses the sample size of 455 students studying in Delhi and NCR. The sample was conveniently selected. The study employs structural equation modelling and Process Macro to evaluate the model revealing a significant relationship between factors of brand love - namely brand image, brand trust, variety seeking and social value and customer brand loyalty. The relationship between brand loyalty and word of mouth is also coming out to be significant. The study also shows a significant partial mediating role of customer brand loyalty on the relationships. The findings of the study will be used by marketing executives and marketing managers to formulate strategies accordingly.

Keywords: brand loyalty; word of mouth; WOM; brand love; young consumer; mediation; India.

DOI: 10.1504/IJBEM.2026.154815

International Journal of Business and Emerging Markets, 2026 Vol.18 No.3, pp.308 - 331

Received: 30 Aug 2022
Accepted: 01 Jun 2023
Published online: 15 Jul 2026 *

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