The Holistic Brand Experience of Branded Mobile Applications Affects Brand Loyalty

2016 ◽  
Vol 44 (1) ◽  
pp. 77-87 ◽  
Author(s):  
Junghyun Kim ◽  
Eun Ah Yu
Keyword(s):  
New Media ◽  
University Students ◽  
Mobile Applications ◽  
Brand Loyalty ◽  
Sensory Experience ◽  
Cognitive Behavioral ◽  
Brand Experience ◽  
Corporate Marketing ◽  
Relational Experiences ◽  
The Relationship

We investigated the effects of the holistic brand experience of branded mobile applications (apps) on brand loyalty in a sample of 223 university students. Results showed that affective, cognitive, behavioral, and relational holistic brand experiences had significant effects on brand loyalty; however, the effect of sensory experience on brand loyalty was nonsignificant. Further, the involvement level of branded apps had a significant effect on the relationship between brand experience of branded apps and brand loyalty; however, this effect differed depending on gender. For males, the effects of cognitive, behavioral, and relational experiences on brand loyalty were significant, whereas, for females, this was true of the effects of affective, cognitive, and behavioral experiences. The results have important theoretical implications for extending holistic brand experience to the new media area. In practical terms, we provide important suggestions about the use of branded apps as tools for corporate marketing communications.

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 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.

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.

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 Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

2021 ◽  
pp. 2150007
Author(s):  
Harpuneet Singh Kohli ◽  
Sujata Khandai ◽  
Renu Yadav ◽  
Sonia Kataria
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Love ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Fashion Apparel ◽  
The Relationship ◽  
Brand Hate

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

scholarly journals Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

2018 ◽  
Vol 31 ◽  
pp. 11001 ◽  
Author(s):  
Aries Susanty ◽  
Aprilia Tresnaningrum
Keyword(s):  
Data Processing ◽  
Brand Loyalty ◽  
Value Congruence ◽  
Social Benefit ◽  
Partial Least Square ◽  
Brand Experience ◽  
Product Involvement ◽  
Brand Identification ◽  
The Relationship

This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

Direct and indirect effect of brand experience on true brand loyalty: role of involvement

2018 ◽  
Vol 30 (3) ◽  
pp. 725-748 ◽  
Author(s):  
Veeva Mathew ◽  
Sam Thomas
Keyword(s):  
Brand Loyalty ◽  
Affective Commitment ◽  
Brand Experience ◽  
Product Involvement ◽  
Homogeneous Sample ◽  
Content Type ◽  
Brand Credibility ◽  
Product Approach ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.Design/methodology/approachThe variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.FindingsThe hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.Practical implicationsThe variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.Originality/valueThis study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mi Ryoung Chung ◽  
Jon Welty Peachey
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Sport Marketing ◽  
Equation Modeling ◽  
Golf Club ◽  
Brand Experience ◽  
Content Type ◽  
Brand Differentiation ◽  
Golf Industry ◽  
The Relationship

PurposeUnderstanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and brand loyalty with sport products. Therefore, this study examined these relationships with golf club products in the golf industry.Design/methodology/approachData were collected from golf players in South Korea (n = 386) through online surveys. Structural equation modeling (SEM) was utilized to examine the relationship between the variables.FindingsThe results revealed that brand experience influences golfers' uncertainty toward other brands. In other words, doubts about the brand will decrease when consumers experience sensory, affective, behavioral, and intellectual interactions with a brand. Interestingly, brand experience does not influence golfers' satisfaction as indicated by previous studies. Also, findings showed that just having experience with a brand does not lead to golfers' loyalty.Originality/valueThis study helps to understand how consumers' direct experiences influence brand beliefs and attitudes. Moreover, this study is significant for sport marketing practitioners since it explores an alternative marketing approach to brand differentiation, which has the potential to attract and retain more customers.

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