Yasri Yasri, Vidyarini Dwita, Muthia Roza Linda
The purpose of this study is to analyze the role of brand experience and brand authenticity in building brand trust and brand love. In addition, to analyze the influence of brand trust on brand love and further investigate the role of brand trust as a mediation of the influence of brand experience and brand authenticity on brand love. The target population of the study is millennials and members of generation Z born from 1981 to 2012 or aged between 18 and 41 years. The sample is drawn using purposive sampling. The sample size was 492 units. Data was collected using questionnaires that had been tested for validity and reliability before being distributed to respondents. Furthermore, the data was analyzed using the structural equation model (SEM) using Smart PLS. From the results of the analysis, it was found that consumer experience of the brand and the authenticity of typical food brands greatly affect consumer trust in a brand and greatly affect consumer love for that brand. Consumer trust in typical food brands is also very instrumental in building their love for the typical food brands of a country or region. Consumers also found that consumer trust in a country’s or region’s distinctive food brand mediates the influence of consumer experience on the brand and the authenticity of a food brand on consumer love for a food brand. © 2025, Springer Nature. All rights reserved.
Faculty of Economics and Business, Department of Management, Universitas Negeri Padang, Padang, Indonesia
