The impact of Brand Trust, Love and Passion on Positive Word of Mouth

Abstract

Brands try to initiate and build strong relationships with their customers in order to overcome the rising local and international competition in apparel and other industries. Previous research suggests that brand addiction is one of the most significant ways through which consumer engage with brands. Meanwhile, it is a sort of consumer-brand relationship by which brands could enable themselves to build and sustain strong long-term relationships in order to get competitive edge over other business rivalries in the market. The purpose of this study is to demonstrate the relationship of brand addiction with some of its possible antecedents and outcomes. In order to address the research problem, data have been collected from a convenience sample in apparel industry of Pakistan. Multiple regression analysis has been used in order to analyze the results. Findings suggest that brand trust is positively correlated with brand addiction whereas brand love and brand passion do have positive impact on brand addiction that will lead to generate positive word of mouth. Moreover, this research contributes in the existing literature of marketing, as well as provides favorable insight to the practitioners and marketers.