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The present research investigates brand love for luxury cars and extends the knowledge on brand love by testing and validating psychographic consumer qualities, including emotional stability. Data for the present research study was collected through an online survey administered to 700 respondents. A total of 426 responses were received, and after deleting 26 unfilled responses, the total sample size came to 400 responses. In the first stage, the data were tested for the construct reliability. After testing the composite reliability of constructs, convergent validity, and discriminant validity was estimated. AMOS 26 was employed for path analysis which revealed the robustness of the conceptual model. Using Model 1 and Model 4 in the PROCESS macro in SPSS Version 26, the present study performed mediation and moderation analysis. The results revealed that consumers brand love mediates the relationship between brand anthropomorphism and consumer’s intention to purchase and it also mediates the relationship of NWOM with purchase intention. Further, the analysis revealed that consumer’s brand attitude mediates the relationship between brand anthropomorphism and NWOM with purchase intention. The moderation results showed that emotional stability moderates the association of brand anthropomorphism with brand love and it also moderates the association of brand anthropomorphism with brand attitude. Further, emotional stability has a moderating effect on the relationship between NWOM and brand attitude.

Demystifying Brand Love for Luxury Cars: Testing the Moderating Impact of Emotional Stability