Tusher Ghosh, Julhaz Hossain, Tapas Bala, Azmaeen Irtiza Sakib and Abdul Alim
The purpose of this study is to investigate consumers’ brand loyalty towards luxury brands in the context of Bangladesh. Purposive sampling was utilized to gather information from 523 luxury brand buyers online using a self-administered survey instrument. Structural equation modelling based on partial least squares was used to analyze the given data. The findings showed that electronic-WOM (eWOM) has a significant effectá on customer engagement, and value consciousness, and customer trust is also greatly influenceád by customer engagement. Furthermore, eWOM, customer engagement, value consciousness, and customer trust have a significant influence to produce customers’ brand loyalty towards luxury brands. The study also revealed a significant mediation role of value consciousness, and customer trust on the relationship between brand loyalty and eWOM as well as customer engagement respectively. Both value consciousness and customer trust mediate e-WOM and customer engagement respectively to build brand loyalty. based on findings, managers emphasize on value consciousness and customer trust to engage customers and build loyalty. They prioritize adopting latest virtual technologies to provide consumers of Luxury brand with a good experience and develop their emotional attachment. Besides, they adopt advanced technological algorithms and software to increase the functions of social media sites and manage the promotional activities. This research is quantitative in nature and the data were collected from consumers of luxury brands between age group of 21-30 years considering the perspective of Bangladesh. In future, mixed method with consumers from various age groups and diverse nationalities can be approached.