Title: Examining the relationship among sensory brand experience, brand love, brand advocacy and brand commitment using a comparative study of three brands of social networking sites

Authors: Abhay Jain; Suzanee Malhotra

Addresses: Sri Ram College of Commerce, University of Delhi, North Campus, Maurice Nagar, New Delhi-110007, India ' Shaheed Bhagat Singh Evening College, University of Delhi, Sheikh Sarai Phase-II (Triveni), New Delhi-110017, India

Abstract: This paper seeks to analyse the impact of sensory brand experience of three popular brands of SNSs on the feelings of brand love for the millennials. Further, the impact of brand love on brand advocacy and brand commitment for the three brands is examined. Using self-administered online survey questionnaire responses collected from 750 active millennial users of Facebook, Instagram, and WhatsApp, the research hypotheses are evaluated using factor analysis and structural equation modelling (SEM). The findings support that sensory brand experience has an impact on brand love and that further brand love also impacts the advocacy and commitment for the brands. This study seeks to enrich the brand love literature by exploring sensory brand experience (a sub-dimension of broader brand experience notion) which has not been extensively studied in the past, that too for millennials from an Indian sub-continent perspective.

Keywords: brand advocacy; brand commitment; sensory brand experience; brand love; millennials; social networking sites; SNSs.

DOI: 10.1504/IJIMA.2024.142784

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.3/4, pp.235 - 252

Received: 04 Apr 2022
Accepted: 19 Sep 2022
Published online: 22 Nov 2024 *

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