DefinePK

Abstract

Purpose: The goal of this current study is to evaluate how brand competency, directly and indirectly, affects brand loyalty and brand advocacy through brand love.
Design/Methodology/Approach: 298 valid and usable responses were collected from beauty brand users and were analyzed using AMOS 22.0 and SPSS 25.0. Underpinned by Social Identity Theory, the proposed hypotheses were researched in a conceptual model.
Findings: Regarding brands, this research adds a great deal to the corpus of information and practical applications for managers. It offers an actual illustration and validation of the relationship between brand competence and brand love. It has helped close the knowledge gap.
Practical implications: According to the findings, brand managers should nurture feelings to strengthen the bond between their brand and customers.
Originality/value: This research advances the current understanding of brand advocacy narrative involving brand competence, love, and loyalty. The findings indicate that a competent brand, linked with brand love and loyalty, will create brand advocacy.