Title:
Determinants of Brand Love of E-retailers Towards Purchase Intention and the Moderating Role of E-wom

Authors:
Najoud Alhuwaishel, Dr. Mahmoud Saleh, Saudi Arabia

Abstract:

This study explores brand experience, brand trust, and affective commitment as determinants of brand love of e-retailers. The study also investigates the impact of brand love on consumers’ purchase intention and the moderating role of electronic word-of-mouth (e-WOM) on the relationship between brand love and purchase intention. The study was conducted in the dynamic Saudi Arabian consumer market. Data was collected through an online survey, resulting in a sample size of 329 respondents. Statistical analysis, including validity and reliability assessments, was conducted using SPSS and Smart PLS software. The findings highlighted the significant relationships between each brand experience, brand trust, affective commitment as independent variables, and brand love. The findings also revealed a positive relationship between brand love and purchase intention. However, electronic word-of-mouth (e-WOM) did not moderate the relationship between brand love and purchase intention. This study provides valuable insights for businesses in developing effective marketing strategies in the digital market.