UNVEILING THE KEY DRIVERS OF BRAND LOVE AND ITS INFLUENCE ON EMOTIONAL COMMITMENT: A STUDY AMONG APPLE USERS
DOI:
https://doi.org/10.62737/jaqk1810Keywords:
Brand BE-Experience, BEA-Brand Emotional Attachment-Brand Rituals and Traditions, BS-Brand Satisfaction, BT -Brand Trust, BL-Brand Love, BAC-Brand Affective CommitmentAbstract
The study investigates the interrelationships among Brand Experience, Brand Emotional Attachment, Brand Rituals and Traditions, Brand Satisfaction, Brand Trust, and Brand Love, and examines how Brand Love influences Brand Affective Commitment among professionals using the Apple brand. Utilizing a sample of 201 respondents, the research reveals significant positive correlations between all studied factors and Brand Love. Specifically, Brand and Brand Trust exhibit very strong positive correlations with Brand Love. The study further identifies a significant positive correlation between Brand Love and Brand Affective Commitment. These findings suggest that enhancing key factors such as Brand Experience, Emotional Attachment, Rituals and Traditions, Satisfaction, and Trust can substantially foster Brand Love, which in turn, strongly contributes to consumer’s Affective Commitment to the brand. The insights from this research are beneficial for brand managers and marketers who seek to foster lasting, emotionally meaningful relationships with their customers.
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