Title: The effect of brand love on the electronic word-of-mouth and repurchase intention

Authors: Süleyman Çelik; Yusuf Volkan Topuz

Addresses: Department of Marketing, Gerede School of Applied Sciences, Bolu Abant Izzet Baysal University, Turkey ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Bolu Abant Izzet Baysal University, Turkey

Abstract: The aim of present study is to determine the effects of brand love on electronic word-of-mouth (eWOM) communication dimensions and repurchase intention. Another aim of this study is to investigate the effects of eWOM dimensions on repurchase intention in terms of Y generation and mobile phone brands. Furthermore, this study investigates the mediating role of positive eWOM on brand love and repurchase intention. In accordance with this purposes, data is collected through questionnaires from a total of 402 people who are members of the Y generation based on mobile phone brands. The collected data were analysed by SEM using SPSS AMOS programme. Results of the present study revealed that brand love positively and statistically affects repurchase intention, positive eWOM and eWOM susceptibility dimension. Furthermore, this study revealed that positive eWOM positively affects repurchase intention, and negative eWOM negatively affects repurchase intention. In addition, it is revealed that positive eWOM has a partial mediating effect between brand love and repurchase intention.

Keywords: brand love; electronic word-of-mouth communication; electronic word-of-mouth; eWOM; repurchase intention; Y generation.

DOI: 10.1504/IJEMR.2021.118301

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.4, pp.357 - 372

Received: 06 Mar 2020
Accepted: 09 Jun 2020
Published online: 20 Oct 2021 *

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