Impact of Customer Brand Experience on Brand Love: Mediating Role of Brand Trust and Brand Commitment (A study on Automobile Industry in Pakistan)

Abstract

This study examined the relationship between customer's brand expenence and brand love. Additionally, mediating role of brand trust and brand commitment was also examined. The study quantitative in nature and for data collection, questionnaires were used and respondents were customers of automobiles in Rawalpindi and Islamabad. The present study is cross-sectional and convenience sampling technique was applied to collect data. A total of 260 questionnaires were distributed for data collection out of which, 237 were included in the final survey and rest of the questionnaires were excluded due to missing or vague responses. Data was analyzed using various statistical analysis tools such as SPSS and AMOS. Whereas, the hypothesis of the study were tested using the analysis of correlation and regression. Results indicated that there is very strong and positive relationship between brand experience and brand love. It was found that brand love is positively affected by the quality of experience provided to the customers which were also found consistent with previous studies. Moreover, it has also been found that the study mediators i.e. brand commitment and brand trust strengthen the relationship of independent and dependent variable. A few limitations and new insights and directions for future research also presented in later part.