Role of brand love and brand commitment in establishing word of mouth communication

This study aims to analyse the influence of brand love on word of mouth with brand commitment as intervening variable. Brand commitment in this research consists of two aspects i.e. affective commitment and continuance commitment. The subjects of the research were the customers of Wardah cosmetic. The respondents of this research were 150 persons taken by using purposive sampling technique. The Structural Equation Modelling is used as the research analysis tool using AMOS 16.0. The result of the analysis proved that brand love positively affected the two aspects of brand commitment i.e. affective commitment and continuance commitment; Brand love positively affected word of mouth; Affective commitment and continuance commitment had a positive effect on word of mouth. Based on these findings, it can be concluded that customer's love and commitment to a brand play an important role in establishing word of mouth communication.