The Mediating Role of Brand Love in the Relationship Between Brand Experience, Customer Satisfaction, and Word-of-Mouth

Muhamad Syaeful Anwar; Liesta Verawati; Mona Tiorina Manurung; Fanniya Dyah Prameswari; Amelia Devi Putri Ariyanto Ariyanto

doi:10.35891/48pzqv63

Authors

Muhamad Syaeful Anwar Universitas Widya Husada Semarang
Liesta Verawati Widya Husada Semarang University
Mona Tiorina Manurung Widya Husada Semarang University
Fanniya Dyah Prameswari Widya Husada Semarang University
Amelia Devi Putri Ariyanto Widya Husada Semarang University

DOI:

https://doi.org/10.35891/48pzqv63

Keywords:

Brand Experience, Brand Love, Satisfaction, Word-of-Mouth, Smartphone

Abstract

The rapid growth of the global smartphone industry has made smartphones an essential part of modern life. In Indonesia, the number of smartphone users increased from 191.4 million in 2023 to 195.3 million in 2024, intensifying market competition. In this dynamic environment, fostering emotional bonds between brands and consumers has become strategically important for achieving sustainable competitive advantage. This study investigates the mediating role of brand love in the relationship between brand experience and both customer satisfaction and word-of-mouth (WOM) behavior among Indonesian smartphone users. A quantitative approach with a cross-sectional survey design was employed. Data were collected from 187 respondents through an online questionnaire. The measurement model was assessed using convergent validity, discriminant validity, and composite reliability tests, while the structural model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The findings reveal that brand experience has a positive and significant effect on brand love. Furthermore, brand love positively and significantly influences customer satisfaction and WOM. Mediation analysis confirms that brand love significantly mediates the relationship between brand experience and customer satisfaction, as well as the relationship between brand experience and WOM. These results indicate that positive brand experiences strengthen consumers’ emotional attachment to smartphone brands, leading to higher satisfaction and greater willingness to share positive recommendations. This study contributes to the marketing literature by explaining the psychological mechanism through which brand experience influences customer satisfaction and positive communication behavior through the development of brand love.

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Author Biographies

Liesta Verawati, Widya Husada Semarang University

Program Studi S1 Kewirausahaan
Mona Tiorina Manurung, Widya Husada Semarang University

Prodi S1 Manajemen
Fanniya Dyah Prameswari, Widya Husada Semarang University

Prodi S1 Manajemen
Amelia Devi Putri Ariyanto, Widya Husada Semarang University

Prodi S1 Sistem dan Teknologi Informasi

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