Exploring drivers and outcomes of brand centrality experience: the role of partner quality as moderator

ABSTRACT

The research aimed to (i) explore brand experience and brand love as antecedents of brand centrality experience, (ii) analyse brand engagement and overall brand image as consequences of brand centrality experience, (iii) analyse the moderator effect of partner quality in the relationship between brand love and brand centrality experience. Mall intercept field survey methodology was utilised to collect data. Data from a survey of 250 consumers were used to analyse the proposed model. Given the sample surveyed and the results found, it was demonstrated that brand love is more effective in influencing brand centrality experience than brand experience. Brand image and particularly customer engagement are consequences of brand centrality experience. Partner quality moderates the relationship between brand love and brand centrality experience.

KEYWORDS:

• Brand centrality experience
• customer engagement
• overall brand image
• partner quality
• fast fashion

Disclosure statement

No potential conflict of interest was reported by the author(s).