BRAND LOVE AND CUSTOMER ENGAGEMENT’S ROLE OVER BRAND LOYALTY

Abstract

Purpose - In this study, we wanted to examine the role of brand love and customer engagement over brand loyalty whether they are differentiating by demographic or socio-economic factors or not. It is expected to make a contribution to the literature by expanding brand love and customer engagement by also relating it with brand loyalty.

Methodology – We collected data with survey method from 386 participants on internet by promoting it via social media advertisements. Data has been analysed with SPSS 23, using ANOVA, T-test and F-test.   

Findings- Results seem to be proving that demographic and socio-economic factors are differentiating brand love, customer engagement and brand loyalty levels and there are significant differences between some sub age groups, education levels and gender.

Conclusion- In consideration of the results, managers of retail clothing sector could benefit from those sub-group differences while positioning their brand or building their brands at first glance.  

Keywords

• brand love,customer engagement,brand loyalty,customer-brand relationships,brand relationship quality

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