Does Brand Experience Impacts Brand Love: The Role of Brand Trust

Authors

  •  Smriti Pande Assistant Professor, Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune
  •  Kriti Priya Gupta Professor, Symbiosis Centre for Management Studies (SCMS), NOIDA Constituent of Symbiosis International (Deemed University), Pune

DOI:

https://doi.org/10.53739/samvad/2019/v18/145833

Keywords:

Brand Experience, Brand Trust, Brand Love, Multiple Regressions.

Abstract

In today's scenario of increasing competition and dynamic business environment, achieving brand love is one of the vital objectives for brands. Considering this rising importance and applicability of brand experience and the benefits derived out of it, this study aims at examining the impact of brand experience on brand trust and brand love. A conceptual framework is tested using multiple regression analysis with responses collected through a structured questionnaire. The paper also contributes to the existing theory and results may help the brand managers in taking various decisions related to the brand.

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Author Biographies

Smriti Pande, Assistant Professor, Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune

Dr. Smriti Pande is PhD in Management Science from University of Mysore. Her area of teaching involves Marketing, Services Marketing, Retail Management, Product and Brand Management etc. She is currently working with Symbiosis Institute of Business Management, Pune. Prior to joining symbiosis, she has worked with some of the revered management institutes like Birla Institute of Management Technology, Greater NOIDA, MIT-School of Business, Pune etc. She is actively involved in Research work and has publications in reputed International and National journals.

Kriti Priya Gupta, Professor, Symbiosis Centre for Management Studies (SCMS), NOIDA Constituent of Symbiosis International (Deemed University), Pune

Dr. Kriti Priya Gupta received her M.Sc degree in Industrial Mathematics and Computer Applications and Ph.D degree in Mathematics from Dr. B.R. Ambedkar University, Agra, India. Currently, she is working as Professor with Symbiosis Centre for Management Studies NOIDA [Constituent of Symbiosis International (Deemed University), Pune, India. She has several research publications in various reputed journals, to her credit. She has also presented research papers in over 25 national and international conferences. Her research interests include statistical modelling, decision making and general management. She has worked on several research projects and has conducted faculty development programmes and corporate training programmes.

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Published

2019-09-30

How to Cite

(1)
Pande, S.; Gupta, K. P. Does Brand Experience Impacts Brand Love: The Role of Brand Trust. samvad 2019, 18, 73-78.

Issue

Volume 18, (Special Issue), September 2019

Section

Articles

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