Impact of Brand Experience over Brand Love in Online Shopping

Abstract

Introduction: The newly coined term “Brand Experience” is crucial because positive relation create profound connections, stimulate loyalty, and finally enhance business results, which set as a key factor to sustain in the competitive market. While “Brand Love” switch the customers as brand advocates and create stronger brand image in addition to brand experience.

Objectives: The purpose of this research is to examine the relationship between consumers' brand love and brand experience when they shop online.

Methods: The research has been conducted through the primary data using structured questionnaire from 150 respondents pertaining to chennai city. Several SPSS computations, including the chi-square test, regression analysis, and correlation analysis, were used to evaluate the collected data.

Results: The majority of the study, according to the research findings, indicates a negative relationship between the independent and dependent variables, indicating that the dependent variable has no effect on the independent variable.

Conclusions: In other words customers irrespective of brand experience they tend to be loyal with the brand if they have strong brand love.