Exploring Extended Nomological Network of Antecedents, Moderators, and Consequences of Brand Love

Abstract

This study explores an emerging marketing construct ‘brand love’ with its seven dimensions proposed by Bagozzi et al. (2016). It has a unique theoretical contribution in literature by exploring antecedents (brand satisfaction and brand equity) and consequences (brand loyalty, positive word-of-mouth (WOM), willingness to pay price premium, and resistance to negative information) of brand love for smartphone brands in Pakistani context. Extending the previous research, this study explored the underlying mechanism in the nomological network of brand love, through building brand love as a mediator and consumer expertise as moderator on the relationship with antecedents and consequences of brand love. The data were collected from 402 respondents using convenience-sampling technique and full model was analyzed using PLS Structure Equation Modeling. The empirical findings showed that brand satisfaction was a significant predictor of brand love, and through mediation mechanism of brand love, it influences brand loyalty, positive WOM, willingness to pay price premium and resistant to negative information. The empirical significance of moderated effect of consumer expertise with smartphone brand provided new insights into the boundary conditions of consumer judgment. Keywords: Brand Love, Brand satisfaction, loyalty, WOM, Premium Prices, Resistance DOI : 10.7176/JMCR/61-05 Publication date :October 31 st 2019