Introduction/objective: brands connect with their customers not only through product functionality, but also by creating emotional bonds. They therefore adapt their offerings to local contexts while maintaining a global focus. This manuscript seeks to enrich the literature on brand love by analyzing the role of the consumer’s context in the dynamics of the consumer-brand relationship, particularly in the context of glocalization.

Methodology: 304 food consumers located in Colombia and Mexico participated. The processing implemented the structural equation technique using the partial least squares approach.

Results: the direct relationship between brand love and evangelism, positive word of mouth, feedback, repurchase intention, and willingness to pay a premium price is confirmed. In Colombia, the consumer’s context moderates the relationship between brand love and repurchase intention and brand love and willingness to pay a premium price more strongly than in Mexico.

Conclusions: while all direct relationships hold true, the national context differentially moderates transactional consumer behaviors, such as repurchase intention and willingness to pay a premium price. Companies should explore more cultural elements to preserve the emotional bond with local consumers.

---

Keywords:
Brand love,
consumer,
glocalization,
informal communication,
countries,
repurchase,
price.

06_RSN_17(37)_18_Brand

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Dimensions

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