Measuring Contribution Towards Brand Love and Effect of Brand Love on Wom: Evidence from Consumer Durable Goods

Aarzoo Waseem,Fatima Laraib

doi:10.52633/jms.v2i1.27

Abstract

Brand love is supposed to most important key intents in the brand management and consumer is the imperative assets to the organization this study is a pervasive study for the companies and institutions plus brand love contribute itself to gratify consumer satisfaction in (SMCG) sector and consumer make their trust on reliable brands and this factor increase the goodwill of brands. This specific study has also research has also with several limitations due to the time limitations other researchers will have a chance to find other dimensions with a source of new variable as psychological behaviour of the consumers in FMCG zone. Furthermore, the value of brand love supportive to managers that pursuing the expansion of brand love is acceptable. The consequences of this research are expected results brand trust, attitude and image all have major contribution to make brand love and it offers direction and inspires the consumer and customer to make out the elements of the greater love of brands. The sample size for the study is 384 respondents & analysis was made through SPSS and Smart PLS to identify the outcomes of brand’s trust, image, and attitude on brand love.

Highlights

Consumer satisfaction creates an attitude of the brand and basically, this attitude creates a perception about branding and marketing (Zarantonello, Formisano, & Grapp, 2016)
Brand image basically maintain an emotional attachment with the product and affect the product marketing concept and consumers activity as cited by (Cho & Russell, 2015) Consumer purchases goods on the basis of their preferences which is best and suit on them, the love of brand create on the social circle personality which satisfy due to their brand and that’s the reason of the brand likeness and dislikes as cited by (Unal et al, 2013)
The researchers in this study have explored the dimensions of brand love through the word of mouth in consumer durable industry through people of middle class and upper middle class

Summary

INTRODUCTION

Consumer satisfaction creates an attitude of the brand and basically, this attitude creates a perception about branding and marketing (Zarantonello, Formisano, & Grapp, 2016). To check the postulate of Chauhan et al (2013), this study will explore the concept of brand love with the refernece of consuemr durable goods with respect to Pakistan This will bring together the point mentioed by Unal et al (2013) and compose research work from the country which is In developing sides of the world. On the other side durable product secure and gives trust on product and consumer bond developed with brand and consumer thoughts it is comfortable and satisfy for their product and most important one factor for brand love measure to check brand trust (Huang,et al 2017) Consumers express their feelings on the basis of satisfaction about the products and its helps to develop the person identity through the brand according to these phenomena create of the WOM and communicate the positive and negative thoughts (Unal et al 2013)

LITERATURE REVIEW

RESEARCH METHODOLOGY

CONCLUSION AND DISCUSSION