Lovemarks and beyond: Examining the link between lovemarks and brand loyalty through customer advocacy in the automobile industry.

ABSTRACT:

Purpose

Despite the potential for businesses, our understanding of lovemark brands and their consequences is limited. Numerous psychological and brand-related consequences are linked to lovemarks, but the role of influential underlining mechanisms is not fully understood. Inspired by the norms of reciprocity theory, the current study investigates the underlining role of customer advocacy in the relationship between perceived lovemarks and brand loyalty of customers in the automobile industry.

Methodology

By adopting the survey method, a sample of 478 was drawn from Pakistani automobile customers. Structural equation modelling was used for the analysis. We conceptualised lovemarks and brand loyalty as reflective higher-order constructs that we analysed through a two-stage dis

SUBMITTER: Javed N 

PROVIDER: S-EPMC10138479 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature