Title: Exploring the effect of brand love on brand advocacy: the mediating role of brand sacredness and fidelity

Authors: Richa Joshi; Shampy Kamboj

Addresses: National Institute of Technology, Hamirpur, Himachal Pradesh, 177005, India ' National Institute of Technology, Hamirpur, Himachal Pradesh, 177005, India

Abstract: The changing nature of consumer-brand relationships depicts that emotions of consumers concerning brands have gained substantial importance. The current study has taken coffee chain brands as a stimulus to understand consumer emotions. The research design is cross-sectional in nature. Present study has proposed a framework through extension of Sternberg's triangular theory of love with integration of few other novel constructs of branding. The framework is empirically validated using AMOS for structural equation modelling. Findings of the study shows that intimacy, passion and, commitment, significantly influences brand love. Brand love has a significant direct effect on brand advocacy the effect is also mediated through brand sacredness and brand fidelity. Further, it is observed that brand love is an essential antecedent of brand advocacy in coffee chain brands, which is a substantial input for the marketers for designing their marketing and communication strategies.

Keywords: brand love; brand sacredness; brand fidelity; brand advocacy.

DOI: 10.1504/IJTMKT.2024.137705

International Journal of Technology Marketing, 2024 Vol.18 No.2, pp.226 - 240

Accepted: 20 May 2023
Published online: 02 Apr 2024 *

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