Do Brand Experience and Customer Engagement matter for Brand love? A case of Apparel Industry of Pakistan

Abstract

Objective: The current study investigates the impact of brand experience (BE), and customer engagement (CE) on brand love (BL) with the mediating effect of brand authenticity (BA) while brand involvement moderates the relationship between BA and BL.

Methods: The quantitative data has been gathered by applying convenience sampling using a questionnaire instrument from the apparel consumers of Karachi. The sample size has been based on 217 sample responses. Data analysis has been conducted by using PLS-SEM through SmartPLS 3.2.9.

Findings: The findings have shown that brand authenticity positively affects brand love, while experience and customer engagement have positively affected BL with the mediating role of BA. However, brand involvement has no moderating effect on BA-BLrelationship.

Implications:Managers can provide personalized services for affective and behavioral brand experiences. These tactics can help multinational brands become authentic, and businesses can get good input from customers, which adds to brand love. Similarly, managers can also develop brand recognition campaigns to promote a deeper and more long-term partnership between their products and their consumers, encouraging them to connect with them.