Can Social Media-Driven Trust and Customer positive Emotions with a Car Dealership Increase Brand Love?

The purpose of this study is to analyse the drivers and outcomes of the brand love derived from consumption experiences in the automobile retail sector. We examine the effects of consumers’ perceptions of perceived service quality and the trust they feel towards a car dealership (cognition) on emotions and brand love (affection), and the effects of brand love on consumers´ behavioural intentions (conation). This research provides insights into customer brand love in the automobile industry.