Abstract

This research examines the complex relationships between brand experience, brand love, brand loyalty, and willingness to pay among Ho Chi Minh City students, specifically focusing on sneaker brands. Primary data was collected through an online survey utilizing Google Forms, distributed to university students (ranging from freshmen to seniors) across Ho Chi Minh City via their institutional email systems. The final sample comprised 273 complete and reliable responses, establishing a robust foundation for comprehensive data analysis.

Embracing brand love as a strategic component in brand management, this study seeks to illuminate how positive brand experiences contribute to brand love formation, subsequently affecting brand loyalty and premium payment propensity. The research objectives are threefold. First, it investigates the impact of brand experience on brand love development. Second, it analyzes the significant connections between brand love, brand loyalty, and willingness to pay premium prices. Third, the study explores brand love's mediating function in the relationships connecting brand experience with brand loyalty and willingness to pay.

By examining these intricate relationships, this research endeavors to advance understanding of how brands can leverage positive experiences to cultivate brand love, strengthening customer loyalty and enhancing purchase value. Furthermore, it contributes to expanding knowledge of brand love's crucial role in influencing consumer behavior, particularly within the fashion clothing sector among Ho Chi Minh City university students. The study's findings provide valuable insights for brand managers seeking to develop effective strategies that harness experiential elements to build stronger emotional connections with their target audience, ultimately driving loyalty and willingness to pay premium prices for preferred sneaker brands.