Analysing Brand Love:Integration of Predictive Validity for PLS Models

The interaction between brands and consumers through online social networking sites is an increasingly important area in digital marketing. On the other hand, brand experience has become a powerful tool for marketers, connecting in an emotional way with consumers and generating engagement. However, far too little attention has been paid to consider both constructs simultaneously. The present paper will focus on analyse the effect of them as predictors of brand love. We conduct a path analysis using PLS-SEM, with formative measurements. We test formative measurements instead reflective as prior researches. We test the predictability of the model using different tools for this purpose as holdout samples and fsQCA.