Browsing by Author "Tomnak Mahothan"
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Item THE IMPACT OF BRAND IMAGE ON BRAND LOYALTY: THE MEDIATING ROLE OF BRAND LOVE(Social Sciences Research Society, 2022) Tomnak Mahothan; Tipparat Laohavichien; Thongchai Srivardhana; Wichan Lertlop; Anchana Lakviramsiri; Panamon Chantabutr; T. Mahothan; College of Innovation and Management, Suan Sunandha Rajabhat University, Kasetsart University, Thailand; email: Tomnak.Mahothan@gmail.comBrand loyalty is essential for maintaining a businessÕs clients. Numerous studies have been conducted to investigate its causes and effects. However, this research does not adequately explain brand loyaltyÕs cognitive and emotional antecedents, particularly for expensive products. Prior research viewed brand image as a cognitive component of consumer behavior. In contrast, brand love is a dynamic marketing construct that has been found to influence crucial marketing variables such as word-of-mouth and buy intent. Consequently, the purpose of this article is to validate a model that examines the antecedents of brand loyalty, namely brand image and brand love, in the context of the mobile sector. The conceptual model and accompanying hypotheses are evaluated using a sample of 400 mobile industry consumers. The data were examined using structural equation modeling. The results indicate robust links between brand image and brand love, as well as between brand love and its consequence (brand loyalty). © 2022