Title: Modelling the drivers of brand love for encapsulating purchase intention of customers in the stores of hypermarket brands

Authors: Deependra Singh; Naval Bajpai

Addresses: School of Management and Liberal Studies, The NorthCap University, Gurugram, Haryana, India; ABV-Indian Institute of Information Technology and Management, Gwalior, Madhya Pradesh, India ' ABV-Indian Institute of Information Technology and Management, Gwalior, Madhya Pradesh, India

Abstract: The study aims to form a research framework for the relationship of various branding determinants with brand love. This report also examines the potential impact of brand love on customers' purchasing intentions within the stores of their preferred hypermarket brands. To achieve the objectives, we collected a sample of 513 customers through a structured questionnaire. The sample size is analysed using structural equation modelling and logistic regression. The research model supports the proposed hypotheses and recommends that brand love is positively influenced by the branding determinants. Furthermore, this study also expresses the pivotal function of brand love for developing customers' purchasing intention in the stores of hypermarket brands using a logit model. Thus, the current study adds to the relevant literature by outlining a framework for forming customer-brand love in the research setting of hypermarket brands, which represents a relatively underresearched context for studying customers' affectionate relationships with brands.

Keywords: brand love; customer-brand relationship; purchase intention; hypermarket brand stores; structural equation modelling; logistic regression analysis.

DOI: 10.1504/IJBEX.2026.151656

International Journal of Business Excellence, 2026 Vol.38 No.2, pp.223 - 239

Received: 03 Dec 2021
Accepted: 07 Apr 2022
Published online: 12 Feb 2026 *

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