scholarly journals The impacts of brand experiences on brand loyalty: mediators of brand love and trust

2017 ◽  
Vol 55 (5) ◽  
pp. 915-934 ◽  
Author(s):  
Chao-Chin Huang
Keyword(s):  
Mobile Phone ◽  
Brand Loyalty ◽  
Least Squares Method ◽  
Sensory Experience ◽  
Brand Experience ◽  
Brand Trust ◽  
Variable Model ◽  
Resonance Model ◽  
Brand Love ◽  
Content Type

Purpose Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty relationships. While the literature does not examine the distinct dimensions of brand experience and brand loyalty, this study fills up this gap and examines their detailed dimensions and effects on brand loyalty. Design/methodology/approach A total of 237 valid questionnaires on mobile phone brands were collected from respondents aged between 18 and 30, and analyzed using the partial least squares method. Findings Sensory experience is the major driver of brand love. Sensory experience mainly drives customers’ brand trust, while intellectual experience has no effects on brand trust. Brand love is the main mechanism in developing customers’ behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty. Originality/value It demonstrates two mediating roles of brand love and brand trust in the brand experience and brand loyalty relationships, and thus deepens the understanding of the processes in shaping customers’ brand loyalty. It departs from the prior works and examines the distinct dimensions of brand experience and brand loyalty, and thus presents a more detailed examination on these two constructs and their effects, than prior studies. It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable model, particularly in mobile phone industry.

scholarly journals FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EXPERIENCE TEHADAP BRAND LOYALTY PADA IPHONE INDONESIA

2019 ◽  
Vol 3 (1) ◽  
pp. 147-162
Author(s):  
Nur Latifah
Keyword(s):  
Brand Loyalty ◽  
Sensory Experience ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Love ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty

Alat  komunikasi  canggih  atau  yang  terkenal  dengan smartphone,  saat  ini sudah  menjadi  kebutuhan  bagi  sebagian  besar  orang. Dengan banyaknya perusahaan smartphone yang ada di Indonesia menyebabkan konsumen lebih sadar akan merek yang ada dan mengenalinya sesuai dengan kebutuhan. Salah satu smartphone flagship yang dikenal konsumen adalah iPhone. Penelitian ini menggunakan SEM-PLS untuk mengetahui faktor-faktor yang mempengaruhi hubungan antara brand experience (sensory experience, intellectual experience, behavioral experience) terhadap brand loyalty (behavioral loyalty, attitudinal loyalty). Hasil penelitian menyatakan bahwa seluruh dimensi brand experience berpengaruh positif signifikan terhadap brand love dan brand trust . Brand love dan brand trust berpengaruh positif signifikan terhadap seluruh dimensi brand loyalty. Brand love memediasi secara signifikan hubungan antara seluruh dimensi brand experience dengan seluruh dimensi brand loyalty kecuali dimensi brand experience (intellectual experience) dengan brand loyalty (attitudinal loyalty). Brand identification tidak memoderasi secara positif signifikan hubungan antara seluruh dimensi brand experience dengan brand love dan brand trust. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand love dan seluruh dimensi brand loyalty. Brand identification memoderasi secara positif signifikan hubungan antara brand trust dan behavioral loyalty. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand trust dan attitudinal loyalty.

An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adil Khan ◽  
Abdul Saboor Mohammad ◽  
Shahaliza Muhammad
Keyword(s):  
Food Consumption ◽  
Brand Loyalty ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Content Type ◽  
Halal Food ◽  
Brand Satisfaction

Purpose This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study investigates the relationship of brand experience and brand love concepts with several outcome variables such as brand trust, brand satisfaction, brand loyalty purchase intention and word of mouth. Design/methodology/approach A structured questionnaire has been constructed using scales from past studies. Hypotheses have been tested using partial least square structural equation modelling methodology. Findings This study has found that brand experience is a significant determinant of brand love. Further, brand love has a significant influence on trust, satisfaction and loyalty. Both variables, brand experience and brand love, have either direct or indirect influences on several branding-related outcome variables such as brand trust, brand satisfaction and brand loyalty. Research limitations/implications This study has been conducted only using cross-sectional sample of one country, which may limit the generalisations. However, the results of this study offer valuable insights for the brand managers in the halal sector. Originality/value Previous studies pertaining to halal food consumption have focussed more on understanding the attitude or the buying intention of the consumers. Only few studies have attempted to investigate the branding aspect of halal food consumption. This study is one of its kinds, which offers a comprehensive framework by incorporating important brand-related antecedents and outcome variables to understand the branding aspect of the halal food consumption behaviour.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

scholarly journals A study on the effectiveness of sensory branding in Cafe Coffee Day outlets in Coimbatore

2020 ◽  
Vol 2020 ◽  
Author(s):  
R V Rupini ◽  
R Nandagopal
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Strong Correlation ◽  
Brand Image ◽  
Sensory Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Empirical Results ◽  
The Relationship

The purpose of the study were: (1) to develop a reliable and valid scale and model for sensory experience, (2) to empirically test the model using Roberts’ (2004) lovemarks theory by examining the effect of the two brand image dimensions on the lovemark experience (brand love and brand respect) and, (3) to examine the relationship among brand loyalty, brand trust and overall brand equity. The empirical results show that the model is found to be fit and the hypotheses are significant and the variables have a strong correlation with one another.

E-tail brand experience’s influence on e-brand trust and e-brand loyalty

2016 ◽  
Vol 44 (6) ◽  
pp. 588-606 ◽  
Author(s):  
Imran Khan ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Survey Methods ◽  
Brand Experience ◽  
Brand Trust ◽  
Online Retail ◽  
Content Type ◽  
Modelling Techniques ◽  
The Impact

Purpose – The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence. Design/methodology/approach – In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software. Findings – Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences. Practical implications – E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment. Originality/value – Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.

scholarly journals Titi INFLUENCES OF BRAND EXPERIENCE, BRAND TRUST, AND BRAND LOVE TOWARD PURCHASE INTENTION BY WORD OF MOUTH AND BRAND LOYALTY AS INTERVENING VARIABLES IN FASHION BRANDED IN EAST SURABAYA

2019 ◽  
Vol 7 (9) ◽  
pp. 106-120
Author(s):  
Titi Murtiningsih Sukarman
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Intervening Variables

The fashion industrial growth is seen from many and many retail shops and modern shopping centers that emerge, especially Surabaya city. Brand has special emotional bond created between consumers and company, so consumer love toward some brand will give positive impacts. This research aims to know influences of brand experience, brand trust, and brand love toward purchase intention by word of mouth and brand loyalty as intervening variables in fashion branded in East Surabaya. The approach used is quantitative method by causal research type. The research samples are fashion branded users of Nike brand in East Surabaya as 190 respondents. The instruments used are questionnaires by using Likert scale. The analysis technique chosen for analyzing data and testing hypothesis in this research The Structural Equation Model (SEM). The research results show that Brand Experience and Brand Trust influence toward Word of Mouth in Fashion Branded in East Surabaya. Brand Experience does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Experience influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Trust influences toward Purchase Intention in Fashion Branded in East Surabaya. Brand Trust does not influence significantly but it has positive influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Word of Mouth in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Love does not influence toward Brand Loyalty. Word of Mouth and Brand Loyalty influence toward Purchase Intention in Fashion Branded in East Surabaya.

scholarly journals The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust

2021 ◽  
Vol 10 (3) ◽  
pp. 132-138
Author(s):  
Ria Maharani Ridhwan ◽  
Wahdiyat Moko ◽  
Djumilah Hadiwidjojo
Keyword(s):  
Brand Loyalty ◽  
Research Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Purposive Sampling ◽  
Independent Variable ◽  
The Impact ◽  
The Relationship ◽  
Research Show

This study aims to examine the problem of the effect of e-brand experience on e-brand loyalty that mediated by e-brand love and e-brand trust (a study of go-pay users in the Go-Jek application in Malang). This research used one independent variable that is e-brand experience, the variable e-brand trust and e-brand love as a mediating variable, and the variable e-brand loyalty as the dependent variable. This research uses non-probability purposive sampling. The population in this research was all Go-Pay users in the Go-Jek application in Malang City. The sample is 130 respondents based on the specified criteria. Analysis of research data using SEM PLS. Based on the analysis conducted in this research show that e-brand experience did not have a significant effect on e-brand loyalty directly, whereas if it mediated by e-brand trust and e-brand love so the relationship between e-brand experience and e-brand loyalty becomes significant.  

scholarly journals When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mauricio Santos ◽  
Walesska Schlesinger
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Experience ◽  
Television Industry ◽  
Brand Love ◽  
Content Type ◽  
Emotional Bonds ◽  
Premium Price ◽  
The Impact

Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rohit Yadav ◽  
Justin Paul ◽  
Amit Mittal
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Mediation Effect ◽  
Brand Experience ◽  
National Brand ◽  
Brand Love ◽  
Content Type ◽  
Nation Brand ◽  
Survey Responses

PurposeNation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for attracting foreign businesses and tourists but also for the brands originating from that country. This study examines the role of nation brand experience in enhancing a nation's global reputation.Design/methodology/approachThe relationships between nation brand experience, nation brand love, nation brand loyalty and positive word of mouth (WOM) were examined by analysing 334 survey responses collected from foreign tourists in India. Structural equation analysis was carried out as part of the analysis.FindingsThe results confirmed that international visitors' sensory and affective nation brand experiences significantly enhance brand love for a nation, leading to national brand loyalty and positive WOM among them. The findings are expected to help practitioners understand consumer buying behavior related to nation brand and develop innovative strategies for improving brand values.Originality/valueUnderstanding a developing nation brand experience and how it converts to brand loyalty through the mediation effect of nation brand love from the lens of foreign tourists is the novelty of this study.

scholarly journals BRAND EXPERIENCE, PERCEIVED VALUE, BRAND TRUST UNTUK MEMPREDIKSI BRAND LOYALTY: BRAND LOVE SEBAGAI VARIABEL MEDIASI

2020 ◽  
Vol 4 (1) ◽  
pp. 184
Author(s):  
Thomas Wilson Putra ◽  
Keni Keni
Keyword(s):  
Brand Loyalty ◽  
Perceived Value ◽  
Brand Experience ◽  
Brand Trust ◽  
Online Questionnaire ◽  
Brand Love

Tujuan dari penelitian ini adalah untuk menguji apakah 1) pengalaman merek dapat memprediksi loyalitas merek. 2) persepsi nilai dapat memprediksi loyalitas merek. 3) kepercayaan merek dapat memprediksi loyalitas merek. 4) pengalaman merek dapat memprediksi kecintaan merek. 5) kecintaan merek dapat memprediksi loyalitas merek. 6) kecintaan merek memediasi prediksi pengalaman merek pada loyalitas merek. Data dikumpulkan dengan menggunakan kuesioner online. Totalnya, terkumpul sebanyak 220 responden. Hasil dari penelitian ini menunjukkan bahwa persepsi nilai dan kepercayaan merek merupakan prediktor positif dan signifikan terhadap loyalitas merek, sementara pengalaman merek merupakan prediktor negatif dan signifikan terhadap loyalitas merek. Pengalaman merek merupakan prediktor positif dan signifikan terhadap kecintaan merek. Kecintaan merek adalah prediktor positif dan signifikan terhadap loyalitas merek dan kecintaan merek merupakan mediator positif dan signifikan pengalaman merek terhadap loyalitas merek.  The purpose of this research is to examine whether 1) brand experience can predict brand loyalty. 2) perceived value can predict brand loyalty. 3) brand trust can predict brand loyalty. 4) brand experience can predict brand love. 5) brand love can predict brand loyalty. 6) brand love mediates the prediction brand experience on brand loyalty. The data were collected using online questionnaire. In total 220 participants responded the survey. The result of this study indicate that perceived value and brand trust are positive and significant predictors towards brand loyalty, while brand experience is negative and  significant predictors towards brand loyalty. Brand experience is a positive and significant predictor towards brand love. Brand love is a positive and significant predictor towards brand loyalty and brand love is positive and significant mediate brand experience towards brand loyalty.

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