Impact of brand love on consumer behavior-A comparative study of samsung and videocon brands

This papers makes an attempt to explore the impact of brand love on three parameters of consumer behavior namely brand loyalty, consumer's willingness to pay a premium price and sense of community. The paper aims to investigate the impact of brand love on consumer behavior comparing two popular electronic brands in Rajasthan: Samsung and Videocon. The data was collected using consumer survey method. The usable questionnaires were collected from 275 consumers. The researcher has used structural equation modeling to test the hypotheses using AMOS 21.0. Results reveals that the Samsung brand is considered the most preferred brand in the Rajasthan than Videocon. The results have shown that Samsung consumers appear to be brand loyal, willing to pay a premium price and have a great sense of community than Videocon consumers.