THE IMPACT OF BRAND LOVE ON BRAND EXPERIENCE, BRAND LOYALTY AND WILLINGNESS TO PAY: A CASE STUDY FOR SNEAKER BRANDS

Abstract

This study aims to examine the intricate interplay between brand experience, brand love, brand loyalty, and willingness to pay among students in Ho Chi Minh City, with a focus on sneaker brands. Embracing the notion of brand love as a strategic element in brand management, our research aims to elucidate the pathway by which positive brand experiences influence the formation of brand love, subsequently impacting brand loyalty and the propensity to pay a premium. Firstly, it seeks to unravel the influence of brand experience on the development of brand love. Secondly, it aims to dissect the significant relationships linking brand love, brand loyalty, and the willingness to pay. Finally, the study endeavors to uncover the mediating role of brand love in the relationships between brand experience and brand loyalty, as well as the willingness to pay. By delving into these intricate relationships, this research strives to enhance our understanding of how brands can harness positive experiences to nurture brand love, thereby bolstering customer loyalty and purchase value. Moreover, it contributes to the evolving comprehension of brand love's pivotal role in shaping consumer behavior, particularly within the realm of fashion clothing, among university students in Ho Chi Minh City.