Abstract:
Brand love is an increasingly-examined aspect of marketing literature, yet the relationship between the specific dimensions of the construct and its outcomes remain unclear. Again, few studies have begun to consider the explanatory factors that account for existing relationships between the construct and outcome variables. This study therefore seeks to ascertain whether repeated brand engagement and price satisfaction mediate the relationship between brand love, positive word of mouth, and repurchase intention. The research was carried out across three product categories with a high tendency towards brand love: cars, phones, and fashion. Using a quantitative approach, the study employed questionnaires to collect data from 322 Ghanaian consumers. The data was analysed using Structural Equation Modelling (SEM) in AMOS, where the measurement and structural models were tested. The results of the analysis indicate that only four dimensions of brand love – self-brand integration, passion-driven behaviour, anticipated separation distress, and attitude strength (frequent thoughts) -- lead to positive word of mouth and repurchase intention. Anticipated separation distress, however, did not result in repurchase intention. Brand engagement was also found to mediate the relationship between most brand love dimensions and positive word of mouth; however, it mediated none of the relationships with repurchase intention. Again, price satisfaction was found to be a significant mediator of the baseline relationships; however self-brand integration was not at all mediated by price satisfaction in leading either to positive word of mouth or repurchase intention. Practitioners should focus in developing these four dimensions of brand love through their marketing communications both on and offline; phone brands, especially, should capitalize on the love that consumers already have in order to increase positive WOM and repurchase, using price satisfaction and engagement to strengthen love relationships. Future studies may replicate the study in service contexts.
