Determinants of Brand Love of e-retailers Towards Purchase Intention and the Moderating Role of e-WOM
This study explores brand experience, brand trust, and affective commitment as determinants of
brand love of e retailers. The study also investigates the impact of brand love on consumers’
purchase intention and the modera ting role of electronic word of mouth (e WOM) on the
relationship between brand love and purchase intention. The study was conducted in the dynamic
Saudi Arabian consumer market. Data was collected through an online survey, resulting in a
sample size of 32 9 respondents. Statistical analysis, including validity and reliability
assessments, was conducted using SPSS and Smart PLS software. The findings highlighted the
significant relationships between each of brand experience, brand trust, affective commitment as
independent variables, and brand love. The findings also revealed a positive relationship between
brand love and purchase intention. However, electronic word of mouth (e WOM) did not
moderate the relationship between brand love and purchase intention. This study provides
valuable insights for businesses in developing effective marketing strategies in the digital market.
Keywords: Brand experience, Brand trust, Affective commitment, Brand love, electronic word of mouth, Purchase intention, electronic retailers, Saudi market.
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This study explores brand experience, brand trust, and affective commitment as determinants of
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