Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers

Abstract

This article aims to validate a measurement of the effects that brand love has on brand equity in order to verify if brand equity influences repurchase intentions from the perspective of young consumers. The contrast of hypotheses was made from a sample of 306 university students aged between 16 and 24. The results indicate that there is a positive relationship between brand love and brand equity and that consumers perceive the general impressions of the brand in a favorable manner, which increases the chances of repeating the purchase.Keywords: Brand equity, brand love, repurchase intentionJEL Classifications: M30, M31