Abstract

This study investigates the effect of brand liking on brand love. It also assesses the moderating role of alternative brand attractiveness in the relationship between brand liking and brand love. Furthermore, this study examines the effects of brand love and liking on brand loyalty. Lastly, the study investigates the mediating role of brand love in the relationship between brand liking and brand loyalty. This study employed a survey research design where questionnaires were used to collect data from bank customers in Ghana. In all, there were a total of 503 respondents. These respondents were selected using the intercept approach. We used PLS-SEM for the data analysis. The results show a significant relationship between brand liking and brand love (intimacy, commitment, and passion). We also found a direct positive relationship between brand liking and brand loyalty. Furthermore, the findings show a positive relationship between brand love (intimacy, commitment, and passion) and brand loyalty.

Additionally, we found that brand love mediates the relationship between brand liking and brand loyalty. Our study shows that higher brand liking leads to brand love, positively impacting brand loyalty. The study further shows that alternative brands have no modifying impact regarding brand love as a predictor of brand loyalty.

This work is licensed under a Creative Commons Attribution 4.0 License.