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- 1. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X IMPACT OF WORD OF MOUTH ON BRAND LOYALTY AND BRAND IMAGE: MEDIATING THE ROLE OF CUSTOMER’S PRECEPTORY AWARENESS Erfan Ahuja1 and Amena Haque2 ABSTRACT (250 – 300 words) Brand loyalty is supposed to most important key intents in the brand management and consumer is the imperativeassets tothe organization this study is a pervasive study for thecompanies and institutions plus brand love contribute itself to gratify consumer satisfaction in (SMCG) sector and consumer make their trust on reliable brands and this factor increase the goodwill of brands. This specific study has also research has also with several limitations due to the time limitations other researchers will have a chance to find other dimensions with a source of new variable as psychological behaviour of the consumers in FMCG zone. Furthermore, the value of brand love supportive to managers that pursuing the expansion of brand love is acceptable. The consequences of this research are expected results brand trust, attitude and image all have major contribution to make brand love and it offers direction and inspires the consumer and customer to make out the elements of the greater love of brands. The sample size for the study is 384 respondents & analysis was made through SPSS and Smart PLS to identify the outcomes of brand’s trust, image, and attitude on brand love. Keywords: Brand Trust; Brand Attitude; Social Self; Brand Image; Word of Mouth; Brand Love. INTRODUCTION (500-1000 words) Consumer satisfaction creates an attitude of the brand and basically, this attitude creates a perception about branding and marketing (Zarantonello, Formisano, & Grappi, 2016). The 1 AssistantProfessor, Al-Rahi BusinessSchool,Dubai,UAE. Email:[email protected] 2 Lecturer, Arhan Marianna BusinessSchool,KualaLamour,Malaysia.Email:[email protected]
- 2. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X literature discusses other brand attributes such as brand trust which is also defined as “the attachment of the brand and belief that it is secure and build on a perception that the brand is durable and provides goodness, fulfils interest of the wellbeing of the consumer” (Huang, 2017). The personality reflected by the brand how you are in socially and express the feelings about the brand to the around their people brand creates reflection due to the WOM as cited by (Unal & Aydin, 2013). Recent times of young population have a greater opportunity and access to the brands because consumer’s thoughts and feelings towards the brands are strong in these eras due to massive information awareness and exposure. Aacording to a researcher, a research study indicated that WOM create stronge perception in the consumer mind about the product and consumer for self satisfaction, self representation and satisfaction belife on that, consequently brand love directly effect on WOM as cited in (Karjaluoto, Munnukka, & Kiuru, 2016). Relationship of brand with consumer is a contract of the consumer trust with company brand its necessary for the long-term relationship of brand with consumer as cited in (Karjaluoto et al., 2016). Brand image basically maintain an emotional attachment with the product and affect the product marketing concept and also consumers activity as cited by (Cho, Fiore & Russell, 2012) Consumer purchases goods on the basis of their preferences which is best and suit on them, the love of brand create on the social circle personality which satisfy due to their brand and that’s the reason of the brand likeness and dislikes as cited by (Unal et al., 2013). STATEMENT OF THE PROBLEM (max. 300 words) Different group of consumers show the effect of brand love. However, difference in standard of class, customer’s appearance, customs, values, and their attitude according to the brands and consumer psychology about brand love is highly attached to their product (Unal et al., 2013). However, brand love is applicable to any sectors, and it is also applicable on different products. Similarly, brand love may be caused by any form of consumer like old, male female students etc. on different items of brand love (Chauhan et al., 2013). However, most of the studies corelated the concept of brand love with fast moving consumer good on the bases of developed countreis (Zarantonello, Formisano, & Grappi, 2016). Thus, to check the postulate of Chauhan et al (2013),
- 3. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X this study will explore the concept of brand love with the refernece of consuemr durable goods with respect to Pakistan. THEORETICAL FRAMEWORK (max. 300 words) Developing countries do not have many studies on brand love same as some researchers discuss this point about brand love and their relationship with the consumer product and their feelings about love (Unal et al., 2013). Future researcher to use the variable brand image as the predictor of brand loves how much effect on brand love. Branding creates exceptional importance, give preference, and show brand lovingness on the basis of therory of planned behaviour researcher studied the brand attitude contributed the brand love. Figure 1. CONCEPTUAL FRAMEWORK Brand Loyalty Brand Image Brand Trust Brand Attitude WOM Customer’s Perceptory Awareness Source: Batra et al.(2012)
- 4. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X LITERATURE REVIEW (1000-1500 words) Brand Attitude and Brand Love Zarantonello Formisano, and Grappi (2016) indicated that brand attitude parallel with brand love and it has the strong as well as positive relation. Although previously study indicated that brand attitude is the main factor of brand love and symbol for the brand growth (Batra, Ahuvia, & Bagozzi, 2012). In fact, which succeeds in formulating strong attitude to the brand and brands do not bear any cost for advertisement after love of brand therefore (Zarantonello, Formisano, & Grappi, 2016). Similar has been indicated by Sarkar et al. (2012) that attitude of brand is the key element of brand love, and both have direct relation with the consumer’s purchase behavior. Brand Attitude is the combination of various elements to the consumers mind, and this will increase emotional attachment of customer with the brand (Rauschnabel & Ahuvia, 2014). H1A: There is a significant relationship between brand attitude and brand love. Brand Trust and Brand Love Huang (2017), investigated that trustworthiness initiatives are the major formulators of brand love. Brand trust is the perception of buyer with reliability of brand also satisfied consumer always attract towards their preferable brand as affection elaborated with brand prior studies. Sung and Kim (2010) also indicated that the level of love towards brand depends on consumers trustworthy and trust is mainly purpose of repeat purchase habit. Similar has been found that brand trust is the main strength of brand love. In fact, trustworthiness associates with the expectations and strongly connects to the brand that leads to high positive outcomes (Sarkar et al., 2012). H2A: There is a significant relationship between brand trust and brand love. Brand Image and Brand Love Brand image have straight relation with brand love in the form of products and service to maintain high image in consumer mind. Good quality of product and service built a strong image in
- 5. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X consumer mind, and they attract towards brand as love with degree of satisfaction. Therefore, previous studies e.g. Frikha (2010) and Fetscherin et al. (2014) indicated that brand image experiences to brand love by the high and strong connection among brand image & brand love. H3A: There is a relationship between brand image and brand love. RESEARCH METHODOLOGY (500- 1000 words) Research Design The philosophy associated with the study is epistemology as the purpose is knowledge building. The principal approach that have used was Sanity to consider the behavior of consumer. Right approach to do this research was “deductive” in category as per the logic which is stated to cerebral moving from common rule to the definite. The responses were collected in specific amount of time through structured closed ended questionnaire therefore the time horizon was cross sectional and study setting was non-contrived. Sampling Design Huang (2017) explored the reaction of consumer concerning their love and trust towards electronic goods through non-probability sampling. The type of sampling indicates for data collection was convenient sampling although the method was associated with it was non-probability and was also conducted with convenient sampling while in non-probability sampling method. The sample size for the study was approximately 300 respondents. Research Instrument Questionnaire was developed through considering Karjaluoto, Munnukka, and Kiuru (2016); Kruger, Kühn, Petzer, and Mostert (2013); Unal and Aydin, (2013) and Wallace, Buil and Chernatony (2014). RESULTS (500 – 1000 words) Table 1. Quality Criteria (Predictive Accuracy) R Square R Square Adjusted Brand Love 0.592 0.587 WOM 0.523 0.522 Source: Data Analysisof this Study
- 6. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X Table 2. Construct Reliability and Composite Validity Cronbach's Alpha rho_A Composite Reliability AVE Brand Attitude 0.886 0.888 0.921 0.744 Brand Image 0.892 0.902 0.925 0.754 Brand Love 0.894 0.898 0.926 0.759 Brand Trust 0.915 0.916 0.94 0.797 Social-Self 0.875 0.879 0.915 0.73 WOM 0.901 0.903 0.931 0.772 Source: Data Analysis of thisStudy Table 3. Descrimnant Validity through HTMT Brand Attitude Brand Image Brand Love Brand Trust Social-Self WOM Brand Attitude Brand Image 0.843 Brand Love 0.724 0.713 Brand Trust 0.643 0.599 0.746 Social-Self 0.808 0.685 0.643 0.658 WOM 0.746 0.679 0.804 0.665 0.655 Source: Data Analysisof this Study CONCLUSION AND DISCUSSION (1000 – 1500 words) The researchers in this study have explored the dimensions of brand love through the word of mouth in consumer durable industry through people of middle class and upper middle class. Results indicated that social self does not have any impact on brand love that is consistent with Mueller, Melwani and Goncalo (2012). The rejection of social self might be the resultant of lesser social orientation of consumers and thus they may fear to try new things or models of brand that advertised by Facebook, Instagram, and other social websites. Although, investigation imply deep sardonicism the findings of study is reliable, and results are consistent with Arghashi, Bozbay, and Karami (2021) and Huang (2017) etc. Study also indicated that brand love has the direct and indirect influence of word of mouth since positive words of brand entered into the consumer’s hearts and they attract to the brand. RECOMMENDATIONS
- 7. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X Lastovicka and Sirianni (2011) indicated that brand features can affect consumer love. Therefore, consumer’s characteristics like; behavior, need for emotional impact and affection classes might create remarkable research question expending a quantitative approach. RESEARCH IMPLICATIONS This study indicated that brand love has the direct and indirect influence of word of mouth since positive words of brand entered into the consumer’s hearts and they attract to the brand. Therefore, most of studies e.g. Fetcherin & Heinrich (2014) were estimate the elements of brand love in fashion industries and FMCG sectors which demonstrated the acceptance of consumer’s ability to recognize creative ideas of brands. Acknowledgements: The author(s) should present acknowledgements at the end of the manuscript. Any financial or nonfinancial support for the study should be acknowledged. Author(s) Contributions: All co-authors should clearly mention their sizeable contribution to the article.
- 8. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X REFERENCES Style: APA 7th Style. Minimum 35 references. All references should be cited inside the body and hyperlinked with corresponding in-text citations. Arghashi, V., Bozbay, Z., & Karami, A. (2021, June). An Integrated Model of Social Media Brand Love: Mediators of Brand Attitude and Consumer Satisfaction. Journal of Relationship Marketing, 1–30. https://doi.org/10.1080/15332667.2021.1933870 Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339 Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: a case of higher education institutes in India. Journal of Product & Brand Management, 22(1), 40–51. https://doi.org/10.1108/10610421311298687 Cho, E., Fiore, A. M., & Russell, D. W. (2014). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology & Marketing, 32(1), 28–48. https://doi.org/10.1002/mar.20762 Fetscherin, M., Boulanger, M., Gonçalves Filho, C., & Quiroga Souki, G. (2014). The effect of product category on consumer brand relationships. Journal of Product & Brand Management, 23(2), 78–89. https://doi.org/10.1108/jpbm-05-2013-0310 Frikha, A. (2010). Conflict in purchase decision making within couples. Journal of Islamic Marketing, 1(3), 231–248. https://doi.org/10.1108/17590831011082419 Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/md-10-2015-0465 Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527–537. https://doi.org/10.1108/jpbm-03-2015-0834 Kruger, L. M., Kühn, S. W., Petzer, D. J., & Mostert, P. G. (2013). Investigating brand romance, brand attitude and brand loyalty in the cellphone industry. Acta Commercii, 13(1). https://doi.org/10.4102/ac.v13i1.178 Lastovicka, J. L., & Sirianni, N. J. (2011). Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love. Journal of Consumer Research, 38(2), 323–342. https://doi.org/10.1086/658338
- 9. Journal of Entrepreneurship,Managementand Innovation,VolumeX,Issue X, 2021 X Mueller, J. S., Melwani, S., & Goncalo, J. A. (2011). The Bias Against Creativity. Psychological Science, 23(1), 13–17. https://doi.org/10.1177/0956797611421018 Rauschnabel, P. A., & Ahuvia, A. C. (2014). You’re so lovable: Anthropomorphism and brand love. Journal of Brand Management, 21(5), 372–395. https://doi.org/10.1057/bm.2014.14 Sarkar, A., Ponnam, A., & Murthy, B. K. (2012). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 324–347. https://doi.org/10.1362/147539212x13546197909985 Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology and Marketing, 27(7), 639–661. https://doi.org/10.1002/mar.20349 Unal, S., & Aydın, H. (2013). An Investigation on the Evaluation of the Factors Affecting Brand Love. Procedia - Social and Behavioral Sciences, 92, 76–85. https://doi.org/10.1016/j.sbspro.2013.08.640 Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/jpbm-06-2013-0326 Zarantonello, L., Formisano, M., & Grappi, S. (2016). The relationship between brand love and actual brand performance. International Marketing Review, 33(6), 806–824. https://doi.org/10.1108/imr-11-2015-0238