The Mediating Role of Brand Love in the Relationship between the Dimensions of Brand Experience and Repurchase Intention among Smartphone Users

Abstract

Abstract

The aim of this study is to examine the mediating role of brand love in the relationship between the dimensions of brand experience (sensory, emotional, intellectual and behavioural) and repurchase intention among Smartphone users in Syria. A questionnaire was employed to collect the empirical data in this study where 315 valid questionnaires were collected. The collected data was analysed by using SPSS version 26 and Amos version 26. The findings of this study showed that brand love has a significant positive influence on repurchase intention among Smartphone users in Syria. Only two dimensions of brand experience (emotional and behavioural) have significant positive influences on brand love, whereas the other two dimensions (sensory and intellectual) have no significant positive influences on brand love. Moreover, all the dimensions of brand experience except behavioural experience have significant positive influences on repurchase intention among Smartphone users. In addition to, brand love has a mediating role on the relationship between only two dimensions of brand experience (emotional and behavioural) and repurchase intension. In that, brand love has a partial mediation influence on the relationship between emotional brand experience and repurchase intention, full mediation influence on the relationship between behavioural brand experience and repurchase intention among Smartphone users in Syria. However, brand love has no mediation influence on the relationship between the other two dimensions of brand experience (sensory and intellectual) and repurchase intention among Smartphone users in Syria.

Key Words: Brand Love, Brand Experience Dimensions, Sensory Brand Experience, Emotional Brand Experience, Intellectual Brand Experience, Behavioural Brand Experience, Repurchase Intention, Smartphone Users.