THE INFLUENCE OF SELF-EXPRESSIVE BRAND PRACTICES ON CUSTOMER LOYALTY A MEDIATION ANALYSIS OF BRAND LOVE AMONG PAKISTANI CONSUMERS

Abstract

The aim of the paper is to look into the elements of emotional and relational process of the self expressive brand practice for building brand loyalty. The study explored emotions as the mediators and brand love as the mediators between the two variables, and the moderating effect of age in the relationship between brand love and brand loyalty. The quantitative research methodology was adopted and structured questionnaire to the consumers with previous experience in using the branded products and services were used for data collection. The scales of measurement were modified on existing researches and were measured under a five point Likert scale. The PLS-SEM analysis proved that the practice of self expressive brand plays an important role in affecting consumers' emotions, which in turn affects the formation of brand love. The brand love was determined to have a strong positive influence on brand loyalty. The results further indicate that the effect of age as a moderator variable in the equation of brand loyalty exists between brand love. The paper contributes to the literature on brand relationship by developing a clear understanding of the role of the emotional nature of the relationship with the brand in creating long term loyalty as a result of brand identity-based branding strategies.