Branded Fan Pages and Brand Love: An Empirical Investigation
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Brand love is critical in building customer-brand relationships. In today’s world where brands and its customers are connecting by social media channels, it is essential to understand how brand love is built on digital platforms. In this study, antecedents and influences of brand love branded Facebook Fan page will be investigated. The purpose of this study is to explore the influence of brand love on brand loyalty and e-loyalty on branded Facebook Fan page among young customers. Also, the study investigates if customers’ intention to react to a brand using like, share and comment functions on branded Facebook Fan page can cultivate their love to that brand and how those intention to react to the brand is cultivated by customers’ perception of self-congruity with brand. Quantitative research is chosen using an online survey to collect data from the young customers. Participants are mostly students from AUT classrooms and the Facebook group of international students in Auckland. The collected data is analysed using Factor Analysis and Structural Equation Models (SEM). From the data, it is found that there is a positive relationship between customers’ perception of self-congruity with brand to their intention to share and comment on branded Fan page content while customers’ perception of self-congruity with brand is found to have no impact on customers’ intention to like the content on a branded Fan page. The study also confirms the positive relationship between customers’ perception of self-congruity with brand and brand love as well as the relationship between brand love and brand loyalty. Interestingly, brand love is also confirmed to have an influence on e-loyalty, which is explained in this study as customers’ intention to patronise the branded Fan page. The main contribution of this study is proposing a new model in which customers’ reactions including like, share and comment on branded Facebook Fan page is suggested as an antecedent of brand love on the online context. At the same time, the study also suggests the concept of e-loyalty in this brand love research field. Those findings provide updating knowledge for brand marketers to build an efficient plan to manage the branded Facebook Fan page. Interesting content is important for brands to communicate the message and trigger young customers’ reactions on the posts. This can cultivate their love to the brand and in turn, encourage them to come back the page.