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Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

Author

Listed:
  • Harpuneet Singh Kohli

    (Amity University, Noida, Uttar Pradesh, India)

  • Sujata Khandai

    (Amity University, Noida, Uttar Pradesh, India)

  • Renu Yadav

    (Daulat Ram College, University of Delhi, Delhi, India)

  • Sonia Kataria

    (Amity University, Noida, Uttar Pradesh, India)

Abstract

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

Suggested Citation

  • Harpuneet Singh Kohli & Sujata Khandai & Renu Yadav & Sonia Kataria, 2021. "Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty," Journal of International Commerce, Economics and Policy (JICEP), World Scientific Publishing Co. Pte. Ltd., vol. 12(02), pages 1-25, June.
    • Handle: RePEc:wsi:jicepx:v:12:y:2021:i:02:n:s1793993321500071
    DOI: 10.1142/S1793993321500071
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