Brand Reputation, Brand Experience, and Electronic Word of Mouth Toward Smartphone: Investigating the Mediating Role of Brand Love

Abstract

The basic purpose of this study is to understand the impact of brand experience, brand reputation, and brand love on electronic word of mouth (eWOM) in the Smartphone industry. The primary data includes 312 valid responses collected through a survey conducted in Bahawalpur city of Punjab Province, Pakistan. Findings have shown that Smartphone brand reputation and brand experience is positively associated with consumers' brand love and eWOM. Moreover, consumers' brand love has been found as a mediator in the relationships between (a) brand reputation and eWOM and (b) brand experience and eWOM. This study will increase awareness among the managers and other policy makers about the importance of brand love and other factors in getting eWOM particularly in Smartphone industry and generally in others. Limitations of the study, directions for future research, and policy guidelines are discussed.