The Mediating Role of Brand Love on the Effect of Brand Trust, Awareness and Self-Image Congruence on Brand Loyalty

Abstract

Consumer's love with their brands strengthens their long-term relationship with the brand. But brand trust, awareness and self-image congruence are affected on brand love and loyalty. The aim of this study is to determine the mediator affect of brand love on the affect of these factors on brand loyalty. In the study, mediator effect analysis was used to test the hypotheses of the model. This study conducted on the consumers in Mus shows that the effect of brand trust, awareness, and self-image congruence on loyalty are statisticaly significant and there is mediating affect of brand love on these affects for durable product groups. Also, the mediating affect of brand love on the affect of brand trust on brand loyalty is more than other factors' affect.