Modelling the drivers of brand love for encapsulating purchase intention of customers in the stores of hypermarket brands

The study aims to form a research framework for the relationship of various branding determinants with brand love. This report also examines the potential impact of brand love on customers' purchasing intentions within the stores of their preferred hypermarket brands. To achieve the objectives, we collected a sample of 513 customers through a structured questionnaire. The sample size is analysed using structural equation modelling and logistic regression. The research model supports the proposed hypotheses and recommends that brand love is positively influenced by the branding determinants. Furthermore, this study also expresses the pivotal function of brand love for developing customers' purchasing intention in the stores of hypermarket brands using a logit model. Thus, the current study adds to the relevant literature by outlining a framework for forming customer-brand love in the research setting of hypermarket brands, which represents a relatively underresearched context for studying customers' affectionate relationships with brands.