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Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship

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  • Shahid Nawaz
  • Yun Jiang
  • Faizan Alam
  • Muhammad Zahid Nawaz

Abstract

The conception of the consumer–brand relationship has been receiving immense and escalating attention, and it is considered essential for capitalizing the performance of brands. The purpose of this study is twofold: Foremost part of the study comprehends valuable consumer–brand relationships and antecedents of brand equity. The second part is measuring the significant variations in hypothetical model under consumers’ gender and age perspective. The structural equation model is used for analyzing 425 questionnaires through SmartPLS3. Analysis has been conducted several times for combine data and data sets of gender and age groups to identify variations in model relationships. The findings of this study revealed the significant relationship among constructs of the hypothetical model. Brand love emerged as not only one of the significant antecedents of brand loyalty but also the strongest predictor of brand equity. Significant variations have been identified as male, and older consumers are transforming their love into loyalty and equity more than female and young consumers, respectively. The study has revealed guidelines for designing consumer–brand relationship and identified some significant variations that can be helpful in designing such relationship and marketing offers for multiple market segments.

Suggested Citation

  • Shahid Nawaz & Yun Jiang & Faizan Alam & Muhammad Zahid Nawaz, 2020. "Role of Brand Love and Consumers’ Demographics in Building Consumer–Brand Relationship," SAGE Open, , vol. 10(4), pages 21582440209, December.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:4:p:2158244020983005
    DOI: 10.1177/2158244020983005
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