The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Abstract Based on a retail fashion brand, this article investigates how brand experience affects equity when it is mediated by love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, strategic planning critical to success comes building strong enduring relationships with customers. 560 responses survey conducted in-store, study tests the influence of overall equity, through love, using model structural equations. The findings imply dimensions play different role in eliciting reactions, such as which helps reinforce equity. Research paths consumer-based environment still scarce. Exploring pathway customer-brand relationship theory integrating love has fascinating potential, but unexplored. Finally, another strength research test (sensory, intellectual, affective, behavioral), thus more operational insights for practice. results based one specific country, limits generalizations. Managers should pay special attention impulses provided its Building these triggers via experiences strengthens reactions like contributes