A Study on the Influence of Brand Experience and Brand Personality on Brand Loyalty in the Chinese Coffee Market : Focused on the Moderate Effects of Marketing Localization and Brand Globality

2021 ◽  
Vol 24 (1) ◽  
pp. 79-104
Author(s):  
Xinyi Hou ◽  
◽  
Hai Zhang ◽  
Jusik Park
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Brand Experience ◽  
Coffee Market

scholarly journals The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty

2021 ◽  
Vol 2 (12) ◽  
pp. 861-871
Author(s):  
Howardi Visza Adha ◽  
Wiry Utami
Keyword(s):  
Brand Loyalty ◽  
Survey Methods ◽  
Brand Personality ◽  
Secondary Data ◽  
Total Sample ◽  
Primary Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Simple Regression Analysis ◽  
Positive Effect

This study conducted to determine the effect of brand experience, brand personality and brand trust on brand loyalty. This study is an explanatory research. The method used in this study is a quantitative method using survey methods. The total sample in this study was 150 respondents with the technique of taking with the method of purposive sampling. Primary data in this research is obtained from questionnaires distributed to respondents, while secondary data is data related to the object of research presented by other parties. Data analysis techniques in this study using simple regression analysis. The result of the research shows that: (1) brand experience has positive effect on brand personality, (2) brand experience has positive effect on brand trust, (3) brand personality positive effect on brand loyalty, (4) Brand trust has positive effect on brand loyalty (5) Brand experience has positive effect on brand loyalty.

scholarly journals Brand Experience: How Does It Affect Brand Personality and Brand Loyalty in the Egyptian Telecommunications Industry?

2020 ◽  
Vol 12 (2) ◽  
pp. 104
Author(s):  
Amira M. Omar
Keyword(s):  
Brand Loyalty ◽  
Positive Impact ◽  
Brand Personality ◽  
Telecommunications Industry ◽  
Brand Experience ◽  
Online Questionnaire ◽  
Telecommunications Market ◽  
Simple Sampling ◽  
The Relationship ◽  
Positive Effect

Brand experience has received a lot of attention within the business industry. Customers are looking for not only valuable brand benefits but also, emotional skills as well as brand experience theory. In this regard, the Egyptian Telecommunications Industry tries, also, to provide answers on how to measure brand experience and how it affects customers’ behaviors. This research examines in the context of the Egyptian telecommunications market the relationship between Brakus et al.’s (2009) four whole experience dimensions (sensory, affective, intellectual, and behavioral), brand personality, and brand loyalty. The author produced an online questionnaire, which, based on a simple sampling method, was distributed to and collected from the Egyptian telecommunications industry (Vodafone Egypt, Orange Egypt, Etisalat Egypt, and We Egypt). Four hundred fifty questionnaires were distributed and, excluding those that were incomplete, the author obtained 392 samples. This represented an 87% response rate. The results indicate that brand experience has a positive impact on the brand’s personality. Brand experience has, also, a strong positive effect on brand loyalty and, ultimately, brand personality has a strong positive effect on brand loyalty. Besides the brand experience’s direct effect on brand loyalty, it has a significant indirect effect on brand loyalty by impacting on brand personality. Among the relationships between the variables, the relationship between brand personality and brand loyalty is the strongest. More particularly, it is noteworthy that the correlation with the findings shows that the relationship between brand experience and brand loyalty is greater than the direct relationship. Therefore, in order to strengthen customer brand loyalty, telecommunications managers should pay more attention to customer brand personality.

scholarly journals The influence of brand image, Brand Personality and Brand Experience on Brand Love and Their Impact on Brand Loyalty of Cellular Card Users

2020 ◽  
Vol 5 (1) ◽  
pp. 65
Author(s):  
Gusti Noorlitaria Achmad ◽  
Syarifah Hudayah ◽  
Saida Zainurossalamia ZA ◽  
Shibghati Mutia Hasanah
Keyword(s):  
Data Analysis ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Personality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Experience ◽  
Brand Love

<p align="center"><strong>Abstract</strong></p><p>The purpose of this research is to know: (1) influence of brand image to brand love (2) influence of brand personality to brand love, (3) influence of brand experience to brand love (4) influence of brand image to brand loyalty (5) influence of brandexperience to brand loyalty, (6) the influence of brand love on brand loyalty. This research was conducted using a sample of 131 people and data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Partial Least Square (PLS)<strong> </strong></p>

scholarly journals PENGARUH BRAND PERSONALITY, BRAND EXPERIENCE, DAN SELF-BRAND CONNECTION PADA BRAND LOYALTY PENGGUNA IPhone

2020 ◽  
Vol 13 (2) ◽  
Author(s):  
Juniarty Tiarmida Siahaan
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Brand Experience

ABSTRAK Tujuan dari penelitian ini adalah untuk mengidentifikasi hubungan antara Brand Personality, Brand Experience, serta Self-Brand Connection pada Brand Loyalty suatu merek. Penelitian ini dilakukan pada pengguna gawai merek iPhone, dengan jumlah 200 responden yang terdiri atas 113 laki-laki dan 59 perempuan. Instrumen yang digunakan untuk pengumpulan data adalah kuesioner, yang terdiri atas 66 Indikator. Pengujian terhadap kuesioner dilakukan dengan uji validitas dan reliabilitas, dan alat yang digunakan untuk menganalisis data adalah PLS-SEM dengan program SmartPLS 3.2.4. Hasil temuan mengungkapkan bahwa ada hubungan antara Brand Personality terhadap Brand Experience pengguna handphone merek Iphone, Ada hubungan antara Brand Personality terhadap Self-Brand Connection pada pengguna handphone merek Iphone, Ada hubungan antara Brand Experience terhadap Self-Brand Connection pada pengguna handphone merek Iphone, Ada hubungan antara Self-Brand Connection terhadap Brand Loyalty pada pengguna handphone merek Iphone, Ada hubungan antara Brand Personality terhadap Brand Loyalty pada pengguna handphone merek Iphone, Ada hubungan antara Brand Experience terhadap Brand Loyalty pada pengguna handphone merek Iphone. Kata kunci: kualitas situ, kepercayaan, loyalitas.

scholarly journals CONSEQUENCES OF THE BRAND´S EXPERIENCE IN CONSUMERS OF SMARTPHONES SECTOR

2019 ◽  
Vol 17 (4) ◽  
Author(s):  
Luciano de Lima Pires ◽  
Luiz Rodrigo Cunha Moura ◽  
Nina Rosa da Silveira Cunha
Keyword(s):  
Data Analysis ◽  
Brand Loyalty ◽  
Multivariate Data Analysis ◽  
Consumer Satisfaction ◽  
Brand Personality ◽  
Brand Experience ◽  
A Value ◽  
Explained Variance ◽  
Use Of Social Media ◽  
Level Of Experience

The purpose of this work is to measure the influence of brand experience of users of smartphones and its consequence in relation to the brand loyalty. The data collection occurred through the use of social media and 570 valid questionnaires were obtained in more than 120 cities in Brazil. The data analysis occurred through the application of the techniques of multivariate data analysis. Of the eigth tested hypotheses, seven of them were supported. It was concluded that the brand experience significantly influences the brand personality, which also significantly influences the consumer satisfaction. In addition, the brand experience, the brand personality and the satisfaction influence the consumers loyalty, which has a value of approximately 60% for the explained variance. The formation of the constructs was also verified of a second level of experience of the brand and the brand personality.

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.

scholarly journals PERAN BRAND TRUST DALAM MEMEDIASI BRAND EXPERIENCE, BRAND PERSONALITY DAN BRAND COMMUNITY TERHADAP BRAND LOYALTY

2018 ◽  
Vol 19 (2) ◽  
pp. 185
Author(s):  
Alifah Ratnawati ◽  
Annisa Ayu Lestari
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Sampling Technique ◽  
Positive Influence ◽  
Brand Experience ◽  
Analysis Tool ◽  
Brand Trust ◽  
Brand Community ◽  
Validity And Reliability ◽  
Convenience Sampling

This study aims to know and analyze the influence of brand experience, brand personalityand brand community to brand loyalty with brand trust as a variable intervening on Oriflameproducts .. The population is the consumer who ever bought the product Oriflame in Semarang,with the number of samples of 100 respondents. The sampling technique used in this researchis convenience sampling or convenience .. The analysis tool is path analysis, where previouslytested the validity and reliability as well as the classical assumption test.Test results show thatbrand experience, brand personality and brand personality proved to have a significant positiveeffect on brand trust and brand loyalty. Brand trusts have a positive influence on brand loyalty.Brand trust can be an intervening variable between brand experience and brand personalitytoward brand loyalty. Brand trust can be an intervening variable between brand communitytowards repurchase meaning higher brand community, the more consumers can strengthenthe understanding of its members due to high trust to Oriflame brand, so that will increasinglyincrease customer loyalty to the brand.Keywords: Brand experience, brand personality, brand community, brand trust brand loyalty

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