Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty?

2021 ◽  
Vol 99 ◽  
pp. 103050
Author(s):  
Jinsoo Hwang ◽  
Ja Young (Jacey) Choe ◽  
Heather Markham Kim ◽  
Jinkyung Jenny Kim
Keyword(s):  
Brand Loyalty ◽  
Brand Attitude ◽  
Brand Experience ◽  
Brand Attachment ◽  
Brand Satisfaction

scholarly journals HUBUNGAN BRAND EXPERIENCE, BRAND IMAGE, BRAND SATISFACTION, DAN BRAND LOYALTY DALAM PESPEKTIF FOUR-STAGE LOYALTY MODEL (STUDI TERHADAP MAHASISWA PENGGUNA SMARTPHONE DI TARAKAN)

2020 ◽  
Vol 14 (1) ◽  
pp. 17-24
Author(s):  
Rahmat Rahmat ◽  
Marso Marso
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Brand Experience ◽  
Brand Satisfaction

Penelitian ini dilakukan untuk menguji pengaruh langsung brand experience terhadap brand image, brand satisfaction, dan brand loyalty. Populasi penelitian ini adalah mahasiswa di Tarakan.  Sampel penelitian ini terdiri dari 128 responden yang ditarik dengan metode nonprobability sampling. Software yang digunakan untuk menguji validitas dan reliabilitas instrumen serta menguji hipotesis penelitian ini adalah SmartPLS 3.0 Professional. Hasil penelitian ini menunjukkan bahwa brand experience berpengaruh langsung secara positif dan signifikan terhadap brand image, pengaruh langsung brand experience terhadap brand satisfaction tidak signifikan, pengaruh langsung brand experience terhadap brand loyalty tidak signifikan, brand image berpengaruh langsung secara positif dan signifikan terhadap brand satisfaction, pengaruh langsung brand image terhadap brand loyalty tidak signifikan, dan brand satisfaction berpengaruh langsung secara positif dan signifikan terhadap Brandloyalty. Selain membahas hasil pengujian pengaruh langsung, peran brand image dan brand satisfaction sebagai variabel mediator juga dibahas dalam penelitian ini. Secara teoritis, hasil penelitian ini berkontribusi dalam pengembangan anteseden loyalitas pelanggan; sedangkan secara pragmatis, temuan penelitian ini dapat bermanfaat sebagai bahan dalam merumuskan strategi untuk meningkatkan loyalitas pengguna Smartphone

The Moderating Effect of the Status of Using a Product on the Relationship Between Brand Experience and Word of Mouth Recommendations

2021 ◽  
Vol 9 (2) ◽  
pp. 41-59
Author(s):  
Ngatno Ngatno ◽  
Endang P Apriatni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Strong Relationship ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Brand Experience ◽  
User Group ◽  
The Status ◽  
The Relationship ◽  
Brand Satisfaction

The purpose of this study was to examine the moderating effect of the status of using the product on the relationship between brand experience, satisfaction, loyalty and brand recommendation. Structural equation modeling (SEM) with multi groups was used for data analysis. The results of this study indicate that there is a strong relationship between brand experience, satisfaction, loyalty and brand recommendation. The effect of brand experience and brand satisfaction on WOM recommendations was higher in the new user group than in the established user group. While the effect of brand loyalty on WOM recommendations was higher for established users than for new users. The effect of brand experience on brand satisfaction was greater for established users than for new users. While the effect of brand experience on brand loyalty was greater in the new-user group, it was not significant. Finally, the effect of brand satisfaction on brand loyalty was greater for established users than for new users.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

scholarly journals Amidst COVID – 19 Pandemic: How to Gain Customer Advocacy for Indonesian Online Marketplaces Selling Luxury Products?

2021 ◽  
Vol 1 (3) ◽  
pp. 199-210
Author(s):  
Ignatius Agus Suryono ◽  
Aryono Yacobus ◽  
Michelle Yoanna Franscisca Brigitta
Keyword(s):  
Market Share ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Significant Positive Effect ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Online Marketplaces ◽  
The Impact ◽  
Positive Effect ◽  
Brand Satisfaction

Amidst the prolonged COVID - 19 Pandemic, Indonesian online marketplaces selling luxury brand products have been experienced a decrease in their market share, while on the other side, Indonesian online marketplaces selling standard products have been experienced a bullish position with their extraordinary increase of market share. In this research, we tried to examine the impact of brand satisfaction on customer advocacy with brand loyalty as both mediating and moderating variable and luxury brand attachment as mediating variable. Our focus in this research was on Indonesian marketplaces selling luxury brand products during this terrible pandemic, COVID - 19 Pandemic. We examined 108 customers who had purchasing experiences on luxury-brand sports shoes at Indonesian online marketplaces. In choosing our respondents, we used a non-probability sampling technique, the purposive sampling method. To analyze our hypothesis, we used a qualitative approach, which is path analysis. The results show that luxury brand attachment has a significant positive effect on brand loyalty, brand loyalty has a significant positive effect on customer advocacy, both mediated by brand loyalty and luxury brand attachment, and brand loyalty strengthens the impact of luxury brand attachment on customer advocacy. From that findings, we suggest that Indonesian online marketplaces that sell luxury brand products should increase their brand satisfaction through customer loyalty and luxury brand attachment to gain higher customer advocacy during and post COVID - 19 pandemic

scholarly journals The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa

2013 ◽  
Vol 12 (10) ◽  
pp. 1303 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Future Research ◽  
Brand Experience ◽  
Brand Trust ◽  
Data Set ◽  
Brand Attachment ◽  
Managerial Implications ◽  
African Context ◽  
Brand Satisfaction

This study examines the influence of consumer brand experience on their brand satisfaction, brand trust and brand attachment in an African context. Five hypotheses are posited and in order to empirically test them, a sample data set of 151 was collected from Gauteng Province of South Africa. The results indicate that brand experience positively influences brand satisfaction, brand trust and brand attachment in a significant way. Drawing from the studys findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literature in Africa - a context that is often most neglected by some researchers in developing countries.

scholarly journals Pengaruh Brand Satisfaction, Brand Trust, dan Brand Experience Terhadap Brand Loyalty Kompas Digital

2020 ◽  
Vol 4 (1) ◽  
pp. 60
Author(s):  
Ignatius Aditya Dan Miharni Tjokrosaputro
Keyword(s):  
Data Analysis ◽  
Brand Loyalty ◽  
Quantitative Method ◽  
Positive Impact ◽  
Regression Method ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Satisfaction

This research was conducted in order to assess the effect of brand satisfaction, brand trust, and brand experience to brand loyalty of Kompas digital. The research implemented quantitative method, in which questionnaire were distributed to a total of 150 respondents, thus enabling the data to be analyzed. Data were collected from respondents in Jakarta regions. Data were analyzed by SPSS version 21.00 for windows using multiple linier regression method. After conducting data analysis, it was revealed that brand satisfaction and brand experience individually have a positive impact on brand loyalty. Meanwhile brand trust doesn’t have a positive impact toward brand loyalty. But all three variables simultaneously have a significant effect toward brand loyalty.

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

Branding in a multichannel retail environment

2017 ◽  
Vol 30 (4) ◽  
pp. 853-886 ◽  
Author(s):  
Sajad Rezaei ◽  
Naser Valaei
Keyword(s):  
Brand Equity ◽  
Brand Attitude ◽  
Product Type ◽  
Equation Modeling ◽  
Brand Experience ◽  
Retail Environment ◽  
Brand Attachment ◽  
Content Type ◽  
Proposed Model

Purpose The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type. Design/methodology/approach A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model. Findings The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment. Originality/value With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.

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