Title: The relationship between brand experience, brand trust and brand identification in the process of creating brand love

Authors: Smriti Pande; Kriti Priya Gupta

Addresses: Indian Institute of Management Raipur, Raipur (C.G.), India ' Symbiosis Centre for Management Studies (SCMS), Noida, Symbiosis International (Deemed University), Pune, India

Abstract: The purpose of this study is to empirically test the relationship between consumerbrand relationship constructs namely brand experience, brand trust, brand identification and brand love amongst Indian young consumers. The conceptual framework formulated based on literature was tested using a total of 352 questionnaires collected from the respondents and empirically analysed using structural equation modelling. The respondents were selected on the basis of convenience sampling in the national capital territory (NCT) of Delhi. The results show that the major driver of brand love and brand identification is brand trust. Brand experience mainly drives brand trust but has no direct impact on brand identification and brand love. However, the relationship between brand experience and brand love is completely mediated through brand trust. Brand identification has a significant direct impact on brand love and it also, partially mediates the relationship between brand trust and brand love.

Keywords: apparel; India; consumer; brand experience; brand trust; brand identification; brand love; consumer-brand relationship; young; national capital territory; NCT.

DOI: 10.1504/IJBEX.2024.141638

International Journal of Business Excellence, 2024 Vol.34 No.2, pp.264 - 282

Received: 05 May 2021
Accepted: 22 May 2021
Published online: 30 Sep 2024 *

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