Title: Role of brand experience, brand trust and brand love in assessing brand loyalty: a study of fashion jewellery brands among women

Authors: Dheeraj Nim; Shamily Jaggi; Gursimranjit Singh

Addresses: Oriental School of Business Management and Commerce, Oriental University, Opposite Rewati Range, Indore, India ' Mittal School of Business, Lovely Professional University, G.T. Road, Phagwara, Punjab, India ' Mittal School of Business, Lovely Professional University, G.T. Road, Phagwara, Punjab, India

Abstract: Building strong brands become an imperative part of almost every firm and jewellery firms are not an exception to this. This present paper is an attempt to assess the mediating role of brand trust, brand satisfaction and brand love in the relationship between brand loyalty and brand experience. The hypotheses framed were tested from randomly collected data through self-administrated questionnaire filled by 300 females across PAN India. Responses were taken on five-point Likert scale and the measurement model was tested through structural equation modelling (SEM) technique with smart partial least square (PLS) 2.0 software. The results revealed that brand trust and brand love fully mediates the relationship between brand loyalty and brand experience whereas mediation effect of brand satisfaction is insignificant. The study found new directions for better explaining the brand experience and brand loyalty relationship that will help jewellers/marketers in designing their marketing strategies effectively.

Keywords: branding; brand love; brand trust; brand experience; brand loyalty; brand satisfaction; jewellery; mediation; structural equation modelling; SEM; SMART PLS; women.

DOI: 10.1504/IJIMA.2022.125147

International Journal of Internet Marketing and Advertising, 2022 Vol.17 No.1/2, pp.200 - 216

Received: 09 Mar 2020
Accepted: 22 Mar 2021
Published online: 31 Aug 2022 *

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