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Does Brand Experience Impacts Brand Love: The Role of Brand Trust


Affiliations
1 Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune, India
2 Symbiosis Centre for Management Studies (SCMS), NOIDA Constituent of Symbiosis International (Deemed University), Pune, India
 

In today's scenario of increasing competition and dynamic business environment, achieving brand love is one of the vital objectives for brands. Considering this rising importance and applicability of brand experience and the benefits derived out of it, this study aims at examining the impact of brand experience on brand trust and brand love. A conceptual framework is tested using multiple regression analysis with responses collected through a structured questionnaire. The paper also contributes to the existing theory and results may help the brand managers in taking various decisions related to the brand.

Keywords

Brand Experience, Brand Trust, Brand Love, Multiple Regressions.
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  • Does Brand Experience Impacts Brand Love: The Role of Brand Trust

Abstract Views: 368  |  PDF Views: 114

Authors

Smriti Pande
Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune, India
Kriti Priya Gupta
Symbiosis Centre for Management Studies (SCMS), NOIDA Constituent of Symbiosis International (Deemed University), Pune, India

Abstract


In today's scenario of increasing competition and dynamic business environment, achieving brand love is one of the vital objectives for brands. Considering this rising importance and applicability of brand experience and the benefits derived out of it, this study aims at examining the impact of brand experience on brand trust and brand love. A conceptual framework is tested using multiple regression analysis with responses collected through a structured questionnaire. The paper also contributes to the existing theory and results may help the brand managers in taking various decisions related to the brand.

Keywords


Brand Experience, Brand Trust, Brand Love, Multiple Regressions.

References