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This is a Quantitative Study study.

October 5, 2025Open Access

The Role of Brand Trust and Brand Love in Mediating the Relationship between Brand Experience, Brand Associations, Brand Quality, and Consumer Loyalty in Online Shopping

Key Points

Repurchase intention is positively influenced by brand experience, brand associations, and brand quality, despite loyalty intention showing no significant influence.
Findings indicate that brand satisfaction impacts affective commitment, which then affects repurchase intention and loyalty among consumers.
Brand trust promotes both affective and continuance commitment, highlighting its pivotal role in the consumer loyalty framework.
The study was conducted via a survey among undergraduate and graduate students at five public universities in Northern India, providing context on consumer behaviors.

Abstract

This study investigates the impact of brand experience, brand associations, and brand quality on loyalty intention and repurchase intention among online consumers, with brand trust and brand love serving as mediating variables. A survey was administered to undergraduate and graduate students enrolled at five public universities in Northern India. The findings reveal that while brand experience, brand associations, and brand quality do not significantly influence loyalty intention, they exert a positive effect on repurchase intention. Furthermore, the results demonstrate that brand satisfaction influences affective commitment, whereas brand trust affects both affective and continuance commitment. Affective commitment is found to positively influence repurchase intention and loyalty, while continuance commitment does not exhibit a significant effect on these outcomes.

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