scholarly journals Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

2014 ◽  
Vol 21 (7-8) ◽  
pp. 664-683 ◽  
Author(s):  
B Ramaseshan ◽  
Alisha Stein
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Brand Experience ◽  
Brand Relationships ◽  
Mediating Role ◽  
Connecting The Dots

scholarly journals Measuring the effect of Brand Personality on Brand Loyalty: Mediating Role of Customer Satisfaction

2021 ◽  
Vol 58 (1) ◽  
pp. 2386-2397
Author(s):  
Muhammad Salih Memon Et al.
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Personality ◽  
Strong Relationship ◽  
Equation Modeling ◽  
Mediating Role ◽  
Unit Change ◽  
Positive Axis

Purpose - This study conceptualizes the measuring effect of brand personality along with its five dimensions on brand loyalty with the help of customer satisfaction played the role of mediation among the users of Samsung cell-phones. Design/MethodologyApproach - The study was in quantitative nature. Data was collected from 418 respondents from the different cities of Sindh like Karachi, Hyderabad, Mirpurkhas, and Sukkur through a survey questionnaire, and data was analyzed through smart PLS Software by applying the Structural Equation Modeling (SEM) technique. Findings - The findings executed that the keeping in view all other things constant one unit change in brand personality cause a change of 0.919 in customer satisfaction, one unit change in brand personality cause a change of 0.879 in brand loyalty and one unit change in customer satisfaction will cause a change of 0.095 in brand loyalty. As the results suggest that the brand personality has a positive strong relation with brand loyalty directly, here customer satisfaction has played the role of partial mediator between brand personality and brand loyalty at very weak relations with brand loyalty. Thus increasing error is at the minimum position because all the values are lying on the positive axis. Practical Implications - This study strongly assists marketers to improve customer loyalty strategies. This study has figured out the clear picture for marketers that if the customers perceive highly based on brand personality so it would be nice for marketers to strengthen the brand personality attributes for brand loyalty. Origionality/Value - This study is not only emphasized the brand personality but also put an in-depth eye on customer satisfaction. In this study, customer satisfaction played a partial mediating role because of the positive and strong relationship found between brand personality and brand loyalty.

scholarly journals Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

2019 ◽  
Vol 37 (1) ◽  
pp. 41-55 ◽  
Author(s):  
Filipe J. F. Coelho ◽  
Cristela M. Bairrada ◽  
Arnaldo F. Matos Coelho
Keyword(s):  
Brand Personality ◽  
Perceived Value ◽  
Brand Experience ◽  
Mediating Role

scholarly journals Investigating the role of brand experience in developing effective sensory marketing strategies

2019 ◽  
Author(s):  
Κυριακή Μανδύλη
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Marketing Strategies ◽  
Brand Experience ◽  
Sensory Marketing

Η παρούσα διδακτορική διατριβή διερευνά το ρόλο της εμπειρίας της μάρκας (brand experience) στη δημιουργία αποτελεσματικών στρατηγικών του μάρκετινγκ των αισθήσεων (sensory marketing) στη βιομηχανία της μόδας και ειδικότερα στον τομέα των πολυτελών προϊόντων. Συγκεκριμένα, εξετάζει τον βαθμό στον οποίο μία fashion μάρκα χρησιμοποιεί τις διαστάσεις της εμπειρίας της μάρκας για τη δημιουργία των αποτελεσματικότερων και εντονότερων αισθητήριων εμπειριών του καταναλωτή. Επομένως, διερευνά τον τρόπο με τον οποίο οι fashion μάρκες επιδρούν και επηρεάζουν τους καταναλωτές, μεγιστοποιώντας το βαθμό επίδρασης των αισθήσεων και των συναισθημάτων που δημιουργούνται κατά την αλληλεπίδραση του καταναλωτή με την εν λόγω μάρκα. Επίσης, καταγράφει τη σχέση της εμπειρίας της μάρκας και του μάρκετινγκ των αισθήσεων κατά την ανάπτυξη αποτελεσματικών στρατηγικών, εξετάζοντας επιπλέον τις μεταβλητές προσωπικότητα της μάρκας (brand personality), προσήλωση στη μάρκα (brand loyalty) και τις στάσεις απέναντι στα πολυτελή προϊόντα (attitudes toward luxurious products). Ειδικότερα, εντοπίζει τους βασικούς παράγοντες/μεταβλητές που επηρεάζουν τις προαναφερθείσες σχέσεις και προτείνει κατάλληλες αποτελεσματικές στρατηγικές μάρκετινγκ που να ενισχύουν τη σχέση της εμπειρίας της μάρκας με τις εξεταζόμενες μεταβλητές.Παράλληλα, για την επίτευξη των στόχων της έρευνας διεξάγεται ποσοτική έρευνα βάσει σχετικού ερωτηματολογίου, το οποίο απευθύνθηκε σε δείγμα 500 Ελληνίδων. Τέλος, παρουσιάζονται τα αποτελέσματα της έρευνας, καθώς και τα αντίστοιχα συμπεράσματα και ευρήματα της έρευνας που οδηγούν στις προτάσεις με διοικητική πρακτική στο χώρο του Μάρκετινγκ.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

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