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The Roles of Brand Love in Predicting Brand Loyalty

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • Veraya

    (Muhammadiyah University of Surakarta, Faculty of Economic and Business)

  • Rini Kuswati

    (Muhammadiyah University of Surakarta, Faculty of Economic and Business)

Abstract

The purpose of this research is to analyze the effect of self-expressive brands on brand loyalty as mediated by brand love. The population of this study is H&M users in Indonesia and Taiwan, and we collected a sample from 170 respondents, divided between 85 respondents from Indonesia and 85 respondents from Taiwan. The sample was taken based on non-probability sampling, which is used the purposive sampling method. Data analysis techniques used Smart PLS 4.0 software. The analytical results of this study show that self-expressive brands did not have a significant effect on brand loyalty. Afterward, self-expressive brands have a significant effect on brand love. Then, brand love has a significant effect on brand loyalty. Eventually, brand love will fully mediate the effect of self-expressive brands on brand loyalty. This is the first study that seeks to analyze cross-cultural research that is significant to the self-expressive brand’s relationship with brand love. The combination of these concepts would contribute in the direction of an improved comprehension of the brand-love relationship. Further research is expected to examine whether luxury brands such as Gucci, Dior, Chanel, and Yves Saint Laurent are able to make consumers loyal.

Suggested Citation

  • Veraya & Rini Kuswati, 2024. "The Roles of Brand Love in Predicting Brand Loyalty," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 1063-1076, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_87
    DOI: 10.2991/978-94-6463-204-0_87
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