From Love to Action: How Brand Love Drives Engagement and COBRAs
Abstract/Description
Purpose: This study investigates the role of brand love in shaping Consumers’ Online Brand-Related Activities (COBRAs) while examining the mediating role of brand engagement and the moderating influence of brand value.
Methodology: A quantitative research approach was adopted, involving 250 respondents selected through convenience sampling. Data were collected using a structured online survey and analyzed using SPSS for statistical analysis, including regression and correlation tests.
Findings: Results reveal that brand love significantly impacts COBRAs both directly and indirectly through brand engagement. Additionally, brand value moderates the relationship between brand engagement and COBRAs, amplifying consumer participation. These findings highlight the critical interplay between emotional, cognitive, and perceived value factors in online consumer behavior.
Originality/Value: This study contributes to existing literature by providing a comprehensive framework integrating brand love, engagement, and value in the context of COBRAs, specifically within the food sector, offering valuable insights for interactive marketing strategies.
Keywords
Brand love, Attitudinal brand engagement, Online brand-related activities, COBRAs, Brand value, Online consumer behaviour, social media platforms, User-generated content, UGC, Food companies
Track
Marketing
Session Number/Theme
Marketing - Session II
Session Chair
Dr. Hassaan Ahmed
Start Date/Time
14-6-2025 9:00 AM
End Date/Time
14-6-2025 10:40 AM
Location
MCC - 09 Ground Floor, AMAN CED Building
Recommended Citation
Asif, A. (2025). From Love to Action: How Brand Love Drives Engagement and COBRAs. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/107
COinS
From Love to Action: How Brand Love Drives Engagement and COBRAs
MCC - 09 Ground Floor, AMAN CED Building
Purpose: This study investigates the role of brand love in shaping Consumers’ Online Brand-Related Activities (COBRAs) while examining the mediating role of brand engagement and the moderating influence of brand value.
Methodology: A quantitative research approach was adopted, involving 250 respondents selected through convenience sampling. Data were collected using a structured online survey and analyzed using SPSS for statistical analysis, including regression and correlation tests.
Findings: Results reveal that brand love significantly impacts COBRAs both directly and indirectly through brand engagement. Additionally, brand value moderates the relationship between brand engagement and COBRAs, amplifying consumer participation. These findings highlight the critical interplay between emotional, cognitive, and perceived value factors in online consumer behavior.
Originality/Value: This study contributes to existing literature by providing a comprehensive framework integrating brand love, engagement, and value in the context of COBRAs, specifically within the food sector, offering valuable insights for interactive marketing strategies.
