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

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  • Smriti Pande
  • Kriti Priya Gupta

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.

Suggested Citation

  • Smriti Pande & Kriti Priya Gupta, 2024. "The relationship between brand experience, brand trust and brand identification in the process of creating brand love," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 34(2), pages 264-282.
  • Handle: RePEc:ids:ijbexc:v:34:y:2024:i:2:p:264-282
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