How deep is your love? Understanding word of mouth and brand forgiveness as the outcome of brand love Ristianawati Dwi Utami (a,b*)
a) School of Management, Wuhan University of Technology, China
b) Prodi Manajemen, Universitas Teknologi Yogyakarta, Indonesia
* ristianawati.utami[at]staff.uty.ac.id
Abstract
Over the last few years, the concept of brand love has received increasing attention from researchers. Brand love is a novel marketing concept that explains and predicts variation in desired post-purchase behavior. This study aims to determine the effect of brand love on word-of-mouth and brand forgiveness. The assumptions were validated using data from an online poll that elicited a total of 181 valid responses. The data were analyzed using Smart PLS 3. The result mostly validates the hypothesis by demonstrating that brand forgiveness and word of mouth are positively connected with brand love outcomes.
This research can contribute to the body of knowledge, particularly about the outcome of brand love. The study discovered that brand lovers are more likely to spread the word about their favorite brands and are more forgiving in times of disappointment.
Keywords: Brand love, Word of mouth (WOM) , Brand forgiveness, Customer brand relationship
