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p-Index From 2021 - 2026
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All Journal Journal of Ekonomics, Finance, and Management Studies
Wulandari, Putu Devira
Unknown Affiliation
Religion Economics, Econometrics & Finance

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Peran Brand Love Memediasi Pengaruh Brand Experience dan Brand Image Terhadap Brand Loyalty: Studi pada Konsumen Sepatu Olahraga Adidas di Kota Denpasar Wulandari, Putu Devira; Patiro, Shine Pintor Siolemba; Sitaniapessy, Arthur
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 5 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i5.11886

Abstract

This study investigates the role of brand love as a mediator in the relationship between brand experience, brand image, and brand institutionalization among Adidas Sports Shoes consumers in Denpasar City. The concept of brand love is increasingly recognized as a critical factor in building customer loyalty, as it establishes a deep emotional connection between consumers and brands. This study uses a survey approach, collecting data from 200 Adidas Sports Shoes consumers in Denpasar City. The results show that brand experience and brand image have a significant positive impact on brand institutionalization, and brand love plays a mediator in this relationship. Specifically, the results show that brand experience influences brand image, which then influences brand love, and ultimately influences higher brand institutionalization. This study contributes to the existing literature by highlighting the critical role of brand love in connecting brand experience and brand institutionalization, as well as providing incidents for marketers to develop effective strategies to build brand love among their customers.
Co-Authors Arthur Sitaniapessy Shine Pintor Siolemba Patiro