Antecedents and consequences of brand equity-a research to determine the role of brand affect

Despite the fact that there is an immense level of research related with the impact of product quality and service quality on brand equity, the role of brand affect as the mediator between brand equity and brand loyalty (attitudinal and behavioral loyalty) has not been cross-examined in previous literature. To understand how this mediating mechanism brand affect which ultimate leads increase the behavioral loyalty and attitudinal loyalty of the customers, we advanced a conceptual theory using TRA , and examined the data from a sample of 360 Marriot hotel customers, results from multivariate analysis shows that the relationship between brand equity and attitudinal loyalty is partially mediated by brand affect. The results also provide a wide range of implications for managers and researchers in improving the brand equity and customer’s loyalty. The study is one of the exceptional efforts to provide evidence regarding the antecedents and consequences of brand equity the mediating role of brand effect between brand equity and loyalty.