Decoding How Brand Love for Spiritual Gurus Endorsed Products in India Leads to Brand Sacredness and Brand Fidelity

Purpose: This paper aims to test a model based on cognition, affection and behaviour theory that shows how brand love for the products that are sold and endorsed by Spiritual Gurus in India results in the formation of brand sacredness and brand fidelity through brand trust. Methodology: The conceptual model and hypotheses were tested with a sample of 718 consumers. PLS-SEM was performed for analysis using SmartPLS software(version 4.2). Findings: According to the result brand trust exerts a direct positive effect on brand love, and in turn, brand love shows a direct positive effect on brand sacredness and brand fidelity, respectively. Moreover, brand trust has an indirect positive impact on brand sacredness and brand fidelity through mediating effect of brand love. Practical Implications: From a managerial perspective, this study will help brand managers to create strong emotional bonds with users by focusing on creating trustworthy brands, which will help in maintaining long-term relationships. Moreover these Spiritual Leader Brands of India are threat to domestic and multinational firms signifying that social and cultural context can also disrupt things apart from technological changes suggesting brand managers to create right marketing strategies. Originality/Value: This study is first to empirically explore cognitive driver of brand love for Spiritual Gurus-endorsed FMCG brands and the consequences of this brand love is in the form of brand sacredness and brand fidelity.