This study examines the role of brand loyalty as a mediating variable in the relationship between brand satisfaction, brand attachment, and consumer advocacy in the modern coffee industry, using Kopi Kenangan as a case study. Empirical evidence suggests that consumer satisfaction with product and service quality does not always lead to voluntary advocacy behavior. Guided by Expectancy-Disconfirmation Theory (EDT), this study investigates how functional satisfaction and emotional attachment influence loyalty and subsequently encourage consumer advocacy. A quantitative approach was employed with purposive sampling of 150 respondents who had been active Kopi Kenangan customers for at least six months. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that brand satisfaction and brand attachment have a positive and significant effect on brand loyalty, while brand loyalty strongly influences consumer advocacy. Furthermore, brand loyalty mediates the relationship between brand satisfaction and brand attachment with consumer advocacy. These findings confirm that brand loyalty is shaped not only by functional satisfaction but also by a strong emotional bond between consumers and brands. This study provides practical insights for marketers to strengthen personalized brand experiences and develop emotionally driven loyalty strategies to foster sustainable consumer advocacy in the digital era.

ABSTRACT This study explores how green branding affects consumer behavior by activating psychological mechanisms. Using survey data from 521 consumers and PLS‐SEM analysis, the research reveals that green branding significantly enhances brand satisfaction, equity, and purchase decisions. Trust, commitment, and attachment act as key mediators, transforming sustainable branding into meaningful consumer action. The findings provide actionable insights for marketers aiming to build emotionally resonant, identity‐aligned green brands, and for policymakers promoting sustainable behavior. By framing green branding as a deeper psychological and identity‐driven process, the study advances both theory and practice in sustainable marketing.

The study investigates the interrelationships among Brand Experience, Brand Emotional Attachment, Brand Rituals and Traditions, Brand Satisfaction, Brand Trust, and Brand Love, and examines how Brand Love influences Brand Affective Commitment among professionals using the Apple brand. Utilizing a sample of 201 respondents, the research reveals significant positive correlations between all studied factors and Brand Love. Specifically, Brand and Brand Trust exhibit very strong positive correlations with Brand Love. The study further identifies a significant positive correlation between Brand Love and Brand Affective Commitment. These findings suggest that enhancing key factors such as Brand Experience, Emotional Attachment, Rituals and Traditions, Satisfaction, and Trust can substantially foster Brand Love, which in turn, strongly contributes to consumer’s Affective Commitment to the brand. The insights from this research are beneficial for brand managers and marketers who seek to foster lasting, emotionally meaningful relationships with their customers.

Background: Customer management has evolved from transaction-based to customer engagement, emphasising the importance of establishing strong customer-brand relationships. To achieve consumer–brand engagement (CBE), nurturing connections and customer satisfaction are key. This study investigates CBE in two globally relevant brand contexts: services (social media) and products (smartphones). Aim: This study investigated how brand satisfaction mediates the relationships between consumer-based drivers, brand trust and self-expressive brands — as well as a firm-initiated driver, brand interactivity — and their influence on CBE. Setting: The study focused on South African smartphone owners and social media users. Method: A quantitative, cross-sectional, descriptive research design was followed. Data was collected from 503 smartphone owners and 491 social media users. Results: Structural equation modelling results for smartphones show that brand interactivity and self-expressive brand drive CBE reasoned behaviour. In the social media context, self-expressive brand drives CBE. Brand satisfaction is a mediator for both. It fully mediated the relationships between self-expressive brand and consumer-brand engagement affection, and brand interactivity and consumer-brand engagement affection, while partially mediating all other relationships. Conclusion: This study offers valuable insights into the importance of brand satisfaction within the CBE process, as it is the first to propose satisfaction as a mediator between key CBE drivers across two contexts. Contribution: Theoretically, the study contributes to S-D Logic to better understand the underlying mechanism of satisfaction in building relationships between consumers and brands. Practically, the findings highlight how key factors driving CBE are interconnected with satisfaction, which should be a central focus to enhance consumer engagement.

Among various luxury products, luxury cosmetics are relatively affordable, and most are consumed because of consumers’ desire to experience luxury brands. The cosmetics industry is growing rapidly worldwide. Because maintaining relationships with existing customers has proven more profitable than acquiring new ones, companies have increasingly adopted relationship-marketing strategies to build and sustain long-term relationships with their consumers. This study extends the applicability of social exchange theory to the context of luxury service consumption. The results confirm that confidence, social, and special treatment benefits all have significant effects on brand satisfaction. Moreover, consumers’ responses to relational benefits are not solely based on utilitarian exchanges, but also on emotional evaluations – particularly through the mediating role of satisfaction, which strengthens their loyalty. Additionally, the finding that service providers’ authenticity significantly moderates the relationship between confidence benefits and satisfaction highlights how authenticity plays a crucial role in enhancing the effectiveness of relational benefits. In conclusion, this study not only contributes to the theoretical development of social exchange theory and luxury branding literature but also offers practical implications for developing emotionally driven brand management strategies.

Hijab fashion represents a vital segment within the halal fashion industry, marked by intense competition and rapid growth. This study aims to examine the determinants of brand loyalty in the context of hijab fashion by developing and testing a conceptual model. Brand loyalty is recognized as a critical strategic asset, offering competitive advantage and long-term relevance in a dynamic retail environment. However, maintaining such loyalty presents ongoing challenges. Grounded in the Stimulus–Organism–Response (S-O-R) framework and the Satisfaction–Loyalty model, this study investigates the influence of retail brand experience on brand loyalty, with brand satisfaction and brand trust serving as mediating variables. Data were collected using a purposive sampling method through mall intercept surveys, yielding 500 valid responses. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that retail brand experience significantly influences brand satisfaction and brand loyalty, with a serial mediation effect through brand satisfaction and brand trust. These findings provide valuable insights for hijab fashion brands seeking to build effective marketing strategies that foster brand loyalty and support long-term business sustainability in the competitive hijab fashion in retail landscape.

This study examines how destination branding elements influence tourist satisfaction in nature-based destinations, with implications for sustainable tourism management strategies. A survey of 350 domestic tourists visiting Lake Toba, Indonesia examined relationships between destination image, service environment, social interactions, tourist experiences and satisfaction. Structural equation modelling tested the conceptual framework. Destination brand image strongly influences tourist experiences and satisfaction, whilst service quality and social interactions show limited impact in this nature- based context. Tourist experiences serve as the primary driver of satisfaction. The results provide empirical evidence for contextual differences in destination satisfaction mechanisms. Destination managers in nature-based contexts should prioritise authentic branding and experiential design over traditional service improvements, whilst recognising contextual variations in tourist expectations. The research provides empirical evidence for boundary conditions of service-dominant logic in destination management, demonstrating that satisfaction mechanisms vary across destination types and extending destination branding theory through contextual validation.

Despite the growing prominence of online shopping—accelerated further by the COVID-19 pandemic—shopping malls remain a vital component of the retail landscape. However, the increasing competition among various retail formats has introduced a complex and critical challenge for shopping malls. In this context, the strategic development of brand personality in shopping malls can play a key role in fostering sustainable success by strengthening consumer attitudes such as satisfaction and loyalty. While the concept of brand personality has been widely examined across diverse sectors and retail settings, its specific impact within shopping malls and its influence on consumer behavior remain underexplored, pointing to a notable research gap. This study, therefore, aims to investigate the effect of shopping mall brand personality on brand satisfaction and brand loyalty. The research was conducted through face-to-face surveys with 407 participants across three shopping malls in Gaziantep, Turkey. Findings from statistical analyses demonstrate that shopping mall brand personality significantly and positively affects both brand satisfaction and loyalty. Moreover, brand satisfaction was shown to have a direct and positive impact on brand loyalty and to partially mediate the relationship between brand personality and loyalty. These results are believed to offer a valuable and original contribution by re-emphasizing the importance of shopping mall branding, particularly in Turkey, where both online shopping and mall-based retailing continue to thrive

This study investigates the impact of brand experience, brand associations, and brand quality on loyalty intention and repurchase intention among online consumers, with brand trust and brand love serving as mediating variables. A survey was administered to undergraduate and graduate students enrolled at five public universities in Northern India. The findings reveal that while brand experience, brand associations, and brand quality do not significantly influence loyalty intention, they exert a positive effect on repurchase intention. Furthermore, the results demonstrate that brand satisfaction influences affective commitment, whereas brand trust affects both affective and continuance commitment. Affective commitment is found to positively influence repurchase intention and loyalty, while continuance commitment does not exhibit a significant effect on these outcomes.

This study aims to analyze the effect of value equity on brand awareness of Kapal Api coffee products in Surakarta, mediated by brand awareness and brand satisfaction. The population in this research consists of consumers who have purchased Kapal Api coffee products, with a sample of 150 respondents. The findings prove that value equity has a significant effect on brand awareness, brand satisfaction, and purchase decisions of Kapal Api coffee consumers in Surakarta. Furthermore, both brand awareness and brand satisfaction have a significant effect on purchase decisions. In addition, brand awareness and brand satisfaction are able to mediate the relationship between value equity and purchase decisions of Kapal Api coffee consumers in Surakarta. Keywords: Nilai ekuitas, Brand Awareness, Brand Satisfaction and Purchase decision

This study investigates the impact of brand experience, brand associations, and brand quality on loyalty intention and repurchase intention among online consumers, with brand trust and brand love serving as mediating variables. A survey was administered to undergraduate and graduate students enrolled at five public universities in Northern India. The findings reveal that while brand experience, brand associations, and brand quality do not significantly influence loyalty intention, they exert a positive effect on repurchase intention. Furthermore, the results demonstrate that brand satisfaction influences affective commitment, whereas brand trust affects both affective and continuance commitment. Affective commitment is found to positively influence repurchase intention and loyalty, while continuance commitment does not exhibit a significant effect on these outcomes.

This study investigates how brand image influences brand satisfaction and brand trust, which in turn affect brand loyalty in the context of smartphone retailing. Additionally, the study examines whether brand love and brand respect moderate the effects of satisfaction and trust on loyalty. These emotional constructs are drawn from the theory of love-marks, highlighting the importance of both emotional attachment and perceived credibility in shaping strong brand relationships. A quantitative survey design was employed to gather data from 200 customers who had purchased Apple smartphones from retail outlets in Jakarta, Indonesia. Respondents completed a structured questionnaire measuring brand image, satisfaction, trust, love, respect, and loyalty. Data were analyzed using Structural Equation Modeling (SEM) to assess the direct and moderating effects among the constructs.The findings reveal that brand image significantly enhances both customer satisfaction and trust. In turn, satisfaction and trust positively contribute to brand loyalty. Moreover, brand love and brand respect were found to strengthen the relationship between satisfaction, trust, and loyalty, indicating their important moderating role. These results provide empirical support for extending traditional brand loyalty frameworks by incorporating emotional dimensions, particularly in high-involvement consumer markets such as smartphones. This research offers both theoretical and managerial implications. Theoretically, it introduces a novel integration of cognitive and affective constructs—brand love and respect—into the consumer–brand relationship literature. Managerially, the findings suggest that beyond delivering quality and reliability, smartphone retailers should aim to foster emotional connections with customers through meaningful engagement and personalized brand experiences. By building both love and respect, brands can cultivate stronger customer loyalty and long-term competitive advantage.

The development and competition of culinary businesses in Indonesia are increasingly competitive. This study was conducted to analyze the influence of brand reputation, brand equity, and brand satisfaction on brand loyalty of Mie Gacoan. This quantitative research method collected data by distributing questionnaires to a sample of 180 respondents who had purchased Mie Gacoan products. The reliability of the instrument was assessed through validity and reliability tests, while the data analysis method used path analysis with the help of the SmartPLS version 3.0. The results proved that brand reputation did not affect brand loyalty, but had a positive and significant effect on both brand equity and brand satisfaction. Meanwhile, the results of this study also proved that brand equity and brand satisfaction have a positive and significant influence on brand loyalty in the Mie Gacoan culinary industry.

This study investigates the influence of brand experience on brand loyalty, with brand satisfaction, brand trust, and brand commitment serving as mediating variables. Focusing on users of Maxim, an online transportation service provider in Padang City, Indonesia, this research aims to explore how brand experience shapes customer loyalty both directly and indirectly. The study employed a convenience sampling method and collected data from 180 respondents. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS version 4.1.1.4. The results indicate that brand experience has a significant positive impact on brand satisfaction, trust, and commitment. Moreover, brand experience has a direct influence on brand loyalty. The findings also show that brand satisfaction and brand trust significantly mediate the relationship between brand experience and brand loyalty, while brand commitment does not exhibit a significant mediating role. These results offer practical implications for transportation service providers, such as Maxim, highlighting the importance of enhancing customer experience to strengthen satisfaction and trust. Theoretically, the study contributes to the literature on consumer behavior by validating the mediating roles of satisfaction and trust and identifying the limited impact of brand commitment in this service context.

The purpose of this study is to analyze the influence of digital marketing and service quality on brand loyalty of commuter bikes in Solo Raya with brand satisfaction as a mediating variable. This type of research used in this study is explanatory research using quantitative methods. The population in this study were commuter bike users in Solo Raya. The sampling technique in this study was nonprobability sampling with a purposive sampling approach. This study used primary data in its preparation. The data collection method used in this study was by distributing questionnaires. The data analysis technique in this study used Partial Least Square (PLS) with the help of SMARTPLS Software. PLS-SEM analysis consists of two, namely the Outer model and the Inner model. Outer Model Analysis (Measurement Model Evaluation) with validity tests, reliability tests, multicollinearity tests. While Inner Model Analysis (Structural Model Evaluation) with goodness of fit tests, Q-Square values, and hypothesis tests. Based on the results of the study, it was obtained that digital marketing had a positive and significant effect on brand satisfaction. Service quality had a positive and significant effect on brand satisfaction. Digital marketing had a positive and significant effect on brand loyalty. Service quality has a positive and significant effect on brand loyalty. Brand satisfaction has a positive and significant effect on brand loyalty. Brand satisfaction partially mediates the influence of digital marketing and service quality on brand loyalty.

This study investigates how brand satisfaction, brand trust, brand love, brand loyalty, and word of mouth are interlinked through the Starbucks brand. Specifically, It examines the moderating role of brand love on the brand satisfaction-brand loyalty and brand trust-brand loyalty relationships. A survey is conducted with 475 undergraduate students who visit Starbucks stores; although, A pre-test is conducted to revise the questionnaire. We conduct descriptive statistics, reliability analysis, validity analysis, and path analysis using the AMOS software. The study’s results reveal that brand satisfaction and brand trust have a positive and statistically significant relationship with brand love and brand loyalty. Further, the results indicate that brand love has a positive effect on brand loyalty, which, in turn, leads to positive word of mouth. However, brand love only moderates the relationship between brand satisfaction and loyalty. Finally, our results provide practical implications and directions for future research.

This study aims to examine the relationship between brand personality and brand loyalty based on empirical research published in the last five years. The review was conducted using a focused narrative literature review approach, analyzing ten scholarly articles obtained from accredited national and international journals. Inclusion criteria included articles published between 2019 and 2024, empirical studies based on primary data, full-text availability, and a clear focus on the relationship between brand personality and brand loyalty. The findings reveal that, in general, brand personality has a positive influence on brand loyalty, either directly or indirectly through mediating variables such as brand trust, brand satisfaction, brand equity, self-congruity, and customer brand identification. Several brand personality dimensions, such as sincerity, competence, and ruggedness, were found to have a stronger effect on brand loyalty compared to other dimensions. These results highlight the strategic importance of brand personality management in fostering customer loyalty. This review is expected to serve as a conceptual reference for researchers and marketing practitioners in understanding the dynamics between brand character and consumer loyalty in an increasingly competitive brand landscape.

This study aims to analyze the factors influencing brand loyalty among users of online shopping platforms in Jakarta. The primary focus of this research is to examine the impact of brand satisfaction, emotional brand attachment, and brand love on brand loyalty.The research employs a quantitative approach with hypothesis testing. Data collection was conducted through an online survey using purposive sampling on 230 respondents who have been using e- commerce applications for at least three months. Variables were measured using a Likert scale of 1–5. Validity testing was carried out using Confirmatory Factor Analysis (CFA) with a factor loading threshold of ≥ 0.35, while reliability testing was conducted using Cronbach’s Alpha with a threshold of ≥ 0.6. The findings indicate that brand satisfaction has a positive and significant influence on emotional brand attachment and brand love. Emotional brand attachment positively affects brand love but does not directly impact brand loyalty. Additionally, brand love is proven to have a positive influence on brand loyalty. These findings suggest that consumer satisfaction can enhance brand loyalty through emotional attachment and brand love. Therefore, marketing strategies that strengthen emotional connections with consumers play a crucial role in building brand loyalty in e-commerce platforms.

This study aims to examine the influence of religiosity, brand trust, and brand satisfaction on consumer loyalty toward halal products on the Shopee platform. The background of this research lies in the increasing interest of Muslim consumers in halal products and the growing trend of online shopping (e-commerce). Consumer loyalty is one of the key indicators in maintaining business sustainability, especially in the digital halal industry.This research adopts a quantitative approach using a survey method through questionnaires distributed to 221 Shopee users who purchase halal products. The sampling technique used was purposive sampling. Data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The variables in this study include religiosity, brand trust, and brand satisfaction as independent variables, and consumer loyalty as the dependent variable.The results indicate that brand trust and brand satisfaction have a significant positive effect on consumer loyalty. However, religiosity does not significantly influence loyalty. These findings suggest that although religious values are important, consumer experience and perception toward brands play a more dominant role in shaping loyalty on digital platforms. This study contributes to the literature on halal marketing and provides practical insights for business actors and e-commerce platforms in developing consumer loyalty strategies for Muslim markets.Keywords: religiosity; brand trust; brand satisfaction; consumer loyalty; halal products; Shopee

Purpose: Players in the highly competitive smartphone industry can use either brand management mindset (BMM) or customer management mindset (CMM) to build consumer-brand relationships and ultimate customer-based brand equity (CBBE) in different market segments. This research integrates three models to examine pathways by which CBBE sources (BMM) and consumption values (CMM) drive three consumer-brand relationships (brand satisfaction, love and loyalty) to determine brand equity. Design/methodology/approach: Descriptive research design was used to study a global smartphone brand by surveying young adult consumers. Quantitative data were collected from a non-probability sample of 651 respondents. The questionnaire used previously validated measurement scales. Structural equation modelling was used to analyse data. Findings/results: Results revealed that symbolic value, monetary value (CMM), perceived quality, brand image and loyalty (BMM) directly impacted CBBE. Indirectly, brand awareness, image, perceived quality, monetary and functional values impacted brand satisfaction, which drove brand love. Brand love influenced brand loyalty, which had a strong impact on CBBE. Practical implications: Marketers can use the integrated model to gauge outcomes of their BMM and CMM strategies. The model can be adopted by other global brands entering the African market to test how their strategies yield consumer-brand relationships and equity successes. Originality/value: The study enriches consumer behaviour, product and brand management literature by examining the predictive powers of BMM and CMM. It integrates three models to show how executing two strategy mindsets can generate consumer-brand relationships and equity for a global brand operating in Africa.