1Xavier Business School, St. Xavier’s University, Kolkata, Orcid id: https://orcid.org/0000-0002-9118-7143
2Sri Balaji University, Pune, Maharashtra
3MIT College of Management, MIT ADT University, Pune, Maharashtra
4Bharati Vidyapeeth (Deemed to be University), Department of Management Studies, Navi Mumbai
People are shifting from old entertainment concepts like TV or movie theatre to OTT platforms due to their variety of services and less time constraints. The new Market movements show that consumer behaviour has become far more volatile, reflecting their deep love and loathe of firms. Marketers must now comprehend brand behaviour. The report shows that boosting brand awareness, trust, and experience can enhance brand loyalty. The study examines how new customers become loyal customers from the brand awareness stage and also tries to identify the mediation effect of trust and experience toward loyalty.
OTT, Brand Experience (BE), Brand Loyalty (BL), Brand awareness (BA), Serial Mediators
