Implementation of Theory of Planned Behavior to Understand Brand love and Its Outcomes


Salman Hussain
Jibran Khan
Asadullah Lakho
Abdul Saleem


Brand love is considered an influential development for building the customer-brand relationship. The customers are most likely to experience the brand love and this kind of behavior can bring significant advantages for the brands. In this research, 350 respondents participated. This research is carried out with the intention of providing insights about “How the theory planned behavior can be used to understand the brand love, its consequences with their willingness to pay the premium price, level of brand loyalty and enhanced word of mouth?” The predestined objective of this study is to implement the “Theory of Planned Behavior” with respect to brand love. In addition, this study is related to the exploration of the consequences of brand love and moderating role associated with the brand loyalty, willingness to pay the premium price and word of mouth. The exploratory research design is used. In a preliminary study, quantitative methods are specifically used in the study, where statistical data will be used for obtaining results. In this study, data is specifically integrated with the PLS method for analyzing the collected data. Overall results related to planned behavior aspects indicated that there exist statistically significant association between affordability and brand love (P value=0.030), Propensity of anthropomorphize and brand love (P value=0.001) and Subjective Norm and Brand Love (P value=0.006). It is also identified that brand love has statistically significant impact on brand loyalty (P value=0.000) and word of mouth (P value=0.012).


How to Cite
Hussain, S. , Khan, J., Lakho, A. and Saleem, A. 2022. Implementation of Theory of Planned Behavior to Understand Brand love and Its Outcomes. Journal of Policy Research. 8, 4 (Dec. 2022), 152–162. DOI: