FACTORS EFFECTING BRAND LOVE: MEDIATING ROLE OF BRAND UNIQUENESS AND MODERATING ROLE OF PRODUCT INVOLVEMENT

Abstract

This study aims to predict the effects of Product Quality, Brand Innovativeness, Brand Credibility and Brand Intimacy on Brand Love, while factoring in the mediating role of Brand Uniqueness and moderating impact of Product Involvement. The Triangular Theory of Interpersonal Love and the Experiential Approach form the basis of the framework for this study. A survey was conducted, by distributing self-administered questionnaires among 500 respondents of the twin cities of Islamabad and Rawalpindi. Data Analysis was done on SPSS, using correlation and regression analysis with the help of Andrew Hayes PROCESS. The results revealed that the association between antecedents of Brand Love was partially mediated by Brand Uniqueness, whereas, the predicted moderating role of Product Involvement remained negligible and varied with each independent variable. The study shall be useful for brand managers, marketers and practitioners, as the results highlight importance consumers place on various brand attributes.