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Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers

Author

Listed:
  • María Cristina Otero Gómez

    (Grupo de investigación Dinámicas de Consumo, Facultad de Ciencias Económicas, Universidad de los Llanos, Villavicencio, Colombia,)

  • Wilson Giraldo Pérez

    (Grupo de investigación Dinámicas de Consumo, Facultad de Ciencias Económicas, Universidad de los Llanos, Villavicencio, Colombia)

Abstract

This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 and 24. The results indicate that there is a positive relationship between brand love and brand equity and that consumers perceive the general impressions of the brand in a favorable manner, which increases the chances of repeating the purchase.

Suggested Citation

  • María Cristina Otero Gómez & Wilson Giraldo Pérez, 2018. "Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers," International Review of Management and Marketing, Econjournals, vol. 8(4), pages 7-13.
    • Handle: RePEc:eco:journ3:2018-04-2
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    References listed on IDEAS

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    4. Jalal Hanaysha, 2016. "Examining the Link between Word of Mouth and Brand Equity: A Study on International Fast Food Restaurants in Malaysia," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(3), pages 41-49.
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    Cited by:

    1. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).

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    More about this item

    Keywords

    Brand equity; brand love; repurchase intention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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