DOES BRAND AUTHENTICITY BRIDGES THE EFFECT OF EXPERIENCE, VALUE, AND ENGAGEMENT ON BRAND LOVE: A CASE OF FRAGRANCE INDUSTRY OF PAKISTAN

Abstract

Objective

The current study investigates the impact of brand experience, consumer perceived value, and customer engagement on brand love with the mediating effect of brand authenticity in the Pakistani context.

Methods

The quantitative data has been gathered by applying convenience sampling using a questionnaire instrument from the fragrance consumers of Karachi, Pakistan. The sample size has been based on 217 sample responses. Data analysis has been conducted by using PLS-SEM through Smart PLS 3.2.9.

Findings

The findings have shown that brand authenticity positively affects brand love, while experience and customer engagement have positively affected brand love with the mediating role of brand authenticity. However, consumer perceived value has no effect on brand love with the mediating role of brand authenticity.