Analysis of brand love in cafes in the city of Machala

Abstract

The main objective of this research is to analyse brand love in coffee shops in the city of Machala. It also studies the factors that influence the generation of emotions and feelings to establish long-term relationships with consumers. A quantitative approach of a correlational character was employed, in which the PLS-SEM methodology was applied to relate the variables of the structural model. To carry out the research, an online survey was used, divided into 6 sections with a total of 29 items covering the variables: brand love, loyalty, trust, brand experience, eWOM and sustainability, applied to 201 young people aged between 18 and 25 years in the city of Machala. The results obtained in the research showed that sustainability influences brand trust and brand experience, while loyalty, trust and brand experience significantly influence brand love, and this last variable in turn influences eWOM.