The impact of brand love and brand satisfaction in developping online repurchase intention: Literature review

Abstract

This article provides a literature review on the impact of brand love and brand satisfaction on repurchase intention. The concept of brand love and brand satisfaction is explored, and the importance of understanding these concepts for businesses is discussed. The article presents the existing research on the relationship between brand love, brand satisfaction, and repurchase intention. The findings suggest that emotional connection and customer satisfaction have a significant impact on consumers' attitudes towards a brand and their likelihood to repurchase. This review highlights the need for businesses to prioritize building an emotional connection with customers to increase brand loyalty and repurchase intention. The implications of these findings for businesses are discussed, and areas for future research are suggested.