Building durable brand loyalty remains a central challenge for brand managers operating in highly competitive consumer markets. This study examines how brand authenticity, brand personality, and brand engagement drive brand loyalty through brand experience and brand satisfaction, and whether brand love moderates these relationships. A survey of 400 Indonesian consumers was analyzed using partial least squares structural equation modeling (PLS-SEM) with a two-stage approach for the interaction effects and 5,000 bootstrap resamples. The measurement model demonstrated satisfactory reliability (composite reliability 0.887–0.933), convergent validity (AVE 0.610–0.699), and discriminant validity (HTMT < 0.85). The structural model explained 58.9% of the variance in brand loyalty. All five direct hypotheses were supported: brand authenticity strongly shaped brand experience (β = 0.474), brand personality shaped brand satisfaction (β = 0.463), and brand experience, brand satisfaction, and brand engagement each significantly increased brand loyalty. Of the three hypothesized moderating effects, only one was supported: brand love strengthened the effect of brand engagement on brand loyalty (β = 0.116, p = 0.045), with the simple slope tripling from 0.115 at low brand love to 0.347 at high brand love. Brand love thus operates as a selective amplifier on the conative engagement–loyalty pathway while acting additively, rather than multiplicatively, on the upstream cognitive-evaluative pathways. The findings extend brand relationship theory and offer actionable guidance for sequencing brand-building investments.

Keywords

Brand Loyalty, Brand Love, Brand Authenticity, Brand Engagement, and PLS-SEM, Fashion Industry.