The Mediating Role of Brand Love on The Relationship Between Consumer Ethnocentrism and Brand Loyalty with Structural Equation Modelling
The Mediating Role of Brand Love on The Relationship Between Consumer Ethnocentrism and Brand Loyalty with Structural Equation Modelling

Summary/Abstract: Because retaining current consumers is less expensive than acquiring new ones and because there are now a variety of other brands in practically every industry, sellers try to develop an emotional bond with their customers and win their loyalty to their brand. Brand love and consumer ethnocentrism are important factors in brand loyalty. Brand love is the deeply felt affection for a brand. Consumer ethnocentrism refers to consumer preference for domestic brands or against foreign brands. Two goals drive this study. Examining the relationships between consumer ethnocentrism, brand love, and brand loyalty is the study's first goal. Finding out how brand love influences consumer ethnocentrism and brand loyalty is the second goal. To achieve the aim of the study, 285 graduate and postgraduate students participated in the data collection. Confirmatory structural equation modeling (SEM) was used to analyze data. The study's findings indicate a significant relationship between ethnocentric tendencies, brand love, and brand loyalty. Additionally, brand love partially mediates the link between customer ethnocentrism and brand loyalty.

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