The Role of Brand Love and Co-Creation on Word-of-Mouth Communication inBrand love and the Telecommunication Sector of Pakistan: Mediation of Brand Association and Brand Loyalty

• Published in: International Journal of Management Research and Emerging Science Vol. 12; no. 2
• Main Authors: Muhammad Abdullah, Rehman, Hafiz Ihsan ur, Rehman, Wasim ul, Khan, Muhammad Haris, Bekmezci, Mustafa
• Format: Journal Article
• Language: English
• Published: Lahore Superior University Lahore, Pakistan 05-07-2022
• Subjects: Brand loyalty; Communication; Mediation; Purchase intention; Questionnaires; Pakistan
• DOI: 10.56536/ijmres.v12i2.178
• EISSN: 2313-7738
• ISSN: 2223-5604

Branding is an important factor in developing WOM communication, especially in the telecommunication sector in Pakistan. Thus, this study aimed to evaluate the association between brand co-creation, brand love, and Word-of-Mouth communication, where the role of brand loyalty and brand association was studied in mediation. The researcher has implemented a quantitative design and used the five-Likert scale questionnaires as a research instrument. A total of 296 questionnaires have been included in the study, and the variable associations were evaluated based on mediation and path analysis. The results indicate a significant association between brand love, co-creation branding, and Word-of-Mouth communication by customers, showing that brand love is a stronger antecedent in the generation of word-of-mouth communication by the customers. The mediation results were also positive, showing that brand association and brand loyalty influence the relationship of brand love, co-creation branding, and Word-of-Mouth communications. The study is novel from the standpoint that the study has introduced the mediation of brand loyalty and brand association in the brand experience and Word-of-Mouth association, thus deepening the understanding of factors affecting the word-of-mouth communication of the customers.
Keywords: Telecommunication Sector, Word-of-Mouth communication, co-creation branding, Pakistan.