Brand Love Mediating the Relationship between Brand Experiences and Luxury Brand Emotional Attachment in Egypt

Document Type : Original Article

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Faculty of Commerce, Cairo University, Egypt.

10.21608/ajccr.2025.289923.1111

Abstract

This study explored the mediating function of brand love between brand experience and brand attachment in Egypt's luxury goods sector, projected to yield significant revenue by 2024. Despite its economic promise, the market lacks detailed insights into how emotional factors like brand love influence consumer relationships with luxury brands, particularly in non-Western contexts. Utilizing a quantitative approach, this research employed a cross-sectional survey of 440 luxury brand consumers to investigate these dynamics. The findings revealed that brand love significantly enhances the impact of brand experience on brand attachment, serving as a critical mediator. This suggests that emotional engagement is paramount in developing consumer loyalty in luxury markets. The study addressed a significant gap by providing a nuanced understanding of consumer-brand interactions in an emerging market, contributing original insights that could influence global marketing strategies and brand management practices. This research not only enriches academic discussions but also offers strategic implications for enhancing customer engagement in the luxury sector.

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