The Emotional Path to Loyalty: Examining the Mediating Role of BrandLove in Fostering Repurchase Intentions

This study explores the mediating role of brand love in fostering repurchase intentions within Pakistan's clothing industry, focusing on the impact of digital innovation and online shopping experiences. Grounded in Social Exchange Theory, the research posits that consumers reciprocate positive digital interactions with emotional attachment (brand love), which in turn drives loyalty and repurchase intentions. A quantitative approach was employed, utilizing survey data from 438 online shoppers in Islamabad, Rawalpindi, and Wah Cantt. Structural equation modeling (PLS-SEM) revealed that both digital innovation (β = 0.286) and online shopping experiences (β = 0.422) significantly enhance brand love, which subsequently strengthens repurchase intentions (β = 0.531). The findings confirm brand love as a critical mediator, bridging functional digital attributes with emotional consumer loyalty. The study underscores the importance of integrating technological advancements with emotional branding strategies to sustain competitive advantage in emerging markets. Managerial implications include investing in user-friendly digital interfaces, augmented reality tools, and personalized marketing to cultivate emotional connections. Limitations include geographic and industry- specific constraints, suggesting future research across diverse regions and sectors.