Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores

Purpose This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores. Design/methodology/approach For achieving the objectives, a survey is conducted on the sample of 515 respondents those are the customers of hypermarket brand stores. The collected sample is analysed through structural equation modelling and moderation analysis by using AMOS. Findings The findings indicate various insights in terms of the results of moderation analysis. This study explains a significant moderation of store aesthetics, customers’ age and their local region for the brand love-purchase intention relationship in the research context. Originality/value The present study examines relevant moderators for brand love-purchase intention relationship by empirical means for hypermarket brand stores that is an under-explored researched context in Indian context. It adds considerable insights for academics and managerial practices in the arena of customer-brand love and emotional affiliation.