Deepak Babu, Abraham Babu
This study tries to explain the relationship between brand experience, brand identification, brand love and their impact on brand loyalty. University students between the age group of 20 and 28 years were considered. The direct relationships between brand experience, brand identification and brand loyalty were analysed. The mediating role of brand love on brand loyalty was also analysed using Structural Equation Modelling. It was found that brand experience and brand identification showed a positive and significant relationship with brand love and brand loyalty. A positive influence of brand love on brand loyalty was also found. It was seen that brand experience and brand identification showed insignificant result when mediator variable brand love was considered as the independent variable. However, it was concluded that brand love has full mediating effects on both brand experience and brand identification and in turn on brand loyalty. These results have strong implications (on the bond between the brand and the customer which will in turn create loyalty among the customers.) on customer retention through the loyalty perception.