Research Article 55
Journal of Management Sciences - Volume 11, Issue 1 2024
By Sohail Ahmad, Li Liang, Ahmad Iqbal, Irshad Hussain
10.20547/jms.2014.2411102
Keywords: Online brand experience, brand consistency, brand authenticity, brand love, self-congruence. stimulus-organism-response (SOR) theory.

In today's competitive digital market, brands need to stand out by giving their customers unique and valuable experiences. The study explores the role of online brand experience and brand consistency in improving brand love by examining the direct and mediated effects of brand authenticity on an online platform. The study also looked at the role of self-congruence in moderating the linkage between brand authenticity and brand love. This study uses stimulus-organism-response (SOR) theory to explore conceptual relationships. Using a purposive sampling technique, this study collected 372 consumers' responses who had at least 4 months of online experience with the global fashion brands. The proposed logical relationships were tested using structural equation modeling through SmartPLS-4 on 360 responses. Results revealed the significant direct impact of online brand experience and brand consistency on brand love. Moreover, brand authenticity performed a significantly partially mediated role in relationships of online brand experience, brand consistency, and brand love. The moderated role of self-congruence was found to be insignificant. The research guides marketers to enhance brand love by focusing on customer-perceived authenticity, crafting compelling online experiences, and ensuring consistency.

Submission Date: 15 Nov, 2023 Reviews Completed: 19 Jan, 2024
Acceptance Date: 30 Jan, 2024 Publication Date: 6 Feb, 2024