The Synergy Between Brand Experience and Brand Community in Fostering Brand Love: Insights from a Consumer-Centric Approach

Abstract

This study aims to examine how brand experience and brand community influence brand love for Vespa products. The research method involved a survey of 100 Vespa users who are members of the Vespa community in Banyumas. The data was analyzed using multiple linear regression to examine the relationship between brand community, brand experience, brand love, and consumer loyalty. The results show that brand experience has a positive and significant effect on brand love, and brand community has a positive and significant effect on consumer loyalty. The implications of this study are that companies can
enhance brand love by building a strong brand community and providing a positive brand experience. Additionally, this study enriches the literature on brand love by highlighting the role of brand communities in strengthening the relationship between consumers and the brand.

Keywords: Brand Love, Brand Experience, Brand Community