THE IMPACT OF BRAND IMAGE ON BRAND LOYALTY: THE MEDIATING ROLE OF BRAND LOVE

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dc.contributor.authorTomnak Mahothan
dc.contributor.authorTipparat Laohavichien
dc.contributor.authorThongchai Srivardhana
dc.contributor.authorWichan Lertlop
dc.contributor.authorAnchana Lakviramsiri
dc.contributor.authorPanamon Chantabutr
dc.contributor.correspondenceT. Mahothan; College of Innovation and Management, Suan Sunandha Rajabhat University, Kasetsart University, Thailand; email: Tomnak.Mahothan@gmail.com
dc.date.accessioned2025-03-10T07:35:06Z
dc.date.available2025-03-10T07:35:06Z
dc.date.issued2022
dc.description.abstractBrand 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
dc.identifier.citationInternational Journal of eBusiness and eGovernment Studies
dc.identifier.doi10.34109/ijebeg.202214122
dc.identifier.issn21460744
dc.identifier.scopus2-s2.0-85135264191
dc.identifier.urihttps://repository.dusit.ac.th//handle/123456789/4639
dc.languageEnglish
dc.publisherSocial Sciences Research Society
dc.rights.holderScopus
dc.subjectBrand Identification
dc.subjectBrand Image
dc.subjectBrand Love
dc.subjectBrand Loyalty
dc.titleTHE IMPACT OF BRAND IMAGE ON BRAND LOYALTY: THE MEDIATING ROLE OF BRAND LOVE
dc.typeArticle
mods.location.urlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85135264191&doi=10.34109%2fijebeg.202214122&partnerID=40&md5=a9f28037f56e837f72fbcb6ce6ba9965
oaire.citation.endPage34
oaire.citation.issue2
oaire.citation.startPage18
oaire.citation.volume14
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