scholarly journals Brand Experience Clustering and Depiction of Brand Satisfaction, Brand Loyalty and Emotional Confidence

2020 ◽  
Vol 12 (1) ◽  
pp. 111-124
Author(s):  
Wajid H Rizvi ◽  
Salman Memon ◽  
Abdul Samad Dahri
Keyword(s):  
Cluster Analysis ◽  
Significant Influence ◽  
Hierarchical Cluster Analysis ◽  
Brand Loyalty ◽  
Structural Model ◽  
Hierarchical Cluster ◽  
Equation Modeling ◽  
Brand Experience ◽  
The Relationship ◽  
Brand Satisfaction

AbstractBrand experience (BE) is essential to depict long-term consumer brand relationships; this study investigates the influence of brand experience on emotional confidence (EC) and subsequent impact of brand satisfaction (BS) and brand loyalty (BL) in the context of car buying. Structural equation modeling was used to affirm the hypothesized relationships. This study further explores dimensions of brand experience: sensory, affective, intellectual and behavioral concerning EC, BS, and BL. Hierarchical cluster analysis was performed to depict the relationship as a consequence, and four clusters were identified. The results of the structural model suggest that there is a positive and statistically significant influence of BE on EC, there is a positive and statistically significant influence of EC on BS, and there is a positive and statistically significant influence of BS on BL. When the direct path from EC to BL was added to the model, it increased the variance explained in BL and coefficient of EC was higher than the coefficient of BS suggesting that EC is an important construct within the formwork. The results of hierarchical cluster analysis identified four clusters; the relationship among EC, BS and BL showed interesting patterns; there were higher correspondents between EC and BL than between BS and BL; the pattern was consistent with the results of the structural model. The data was collected from car showrooms across Karachi city; the respondents were users of the brand.

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.

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.

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.

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.

Novice-Expert Differences in the Cognitive Representation of System Features: Mental Models and Verbalizable Knowledge

1988 ◽  
Vol 32 (4) ◽  
pp. 219-223 ◽  
Author(s):  
Kathy A. Hanisch ◽  
Arthur F. Kramer ◽  
Charles L. Hulin ◽  
Robert Schumacher
Keyword(s):  
Cluster Analysis ◽  
Mental Models ◽  
Hierarchical Cluster Analysis ◽  
Mental Model ◽  
Training Programs ◽  
Hierarchical Cluster ◽  
Cognitive Representation ◽  
Knowledge Test ◽  
Scaling Technique ◽  
The Relationship

The relationship between users' mental models and their verbalizable knowledge of a system were investigated in a field study. Trained and untrained users of a new phone system rated the similarity of use of nine phone features. Their ratings of the features were used in a multidimensional scaling technique and hierarchical cluster analysis to obtain their mental models of the system. Individuals' ratings of features on unidimensional scales about the use of the features and scores obtained on a knowledge test were reflected in their mental models. Mental models of the two novice groups' were very similar except for the perception of one feature; it was more accurately depicted in the mental model of users who attended than those who did not attend a training program. Trainers' and system designers' mental models of the phone system were evaluated to determine an “appropriate” expert mental model. A comparison of the “expert” mental model to the novices' mental models suggested that several features were inaccurately perceived by the novices. Using the discrepancies between the expert and novices' mental models to design training programs for systems is discussed. A novel way to design or redesign systems based on novices' mental models of systems is proposed.

scholarly journals Maladaptive use of ICT in adolescence: Profiles, supervision and technological stress

Comunicar ◽  
2020 ◽  
Vol 28 (64) ◽  
pp. 29-38 ◽  
Author(s):  
Adoración Díaz-López ◽  
Javier-Jerónimo Maquilón-Sánchez ◽  
Ana-Belén Mirete-Ruiz
Keyword(s):  
Cluster Analysis ◽  
Hierarchical Cluster Analysis ◽  
Descriptive Analysis ◽  
Hierarchical Cluster ◽  
The Internet ◽  
Chi Square ◽  
Ict Use ◽  
Significant Relationships ◽  
The Relationship ◽  
Technological Stress

ICT use during adolescence is now commonplace. Its power of attraction and the vulnerable condition of adolescents are giving rise to growing concern, aggravated by the imminent consequences of such synergy. In order to deepen understanding of this relationship, the following research objectives were formulated: a) Analyze the frequency of ICT use; b) Examine family supervision; c) Identify stress associated with the use of ICTs; d) Establish profiles of ICT use. The sample consisted of 1,101 adolescents of 10 educational centers in Southeastern Spain. A descriptive analysis was performed and contingency tables, Chi Square, Cramer V, hierarchical cluster analysis and one-factor ANOVA were used. The results show that more than 60% of adolescents use ICTs without supervision and that 1 out of 3 feel stressed in the absence of the Internet. In addition, statistically significant relationships were found between the frequency of ICT use and stress, as well as with family supervision. A solution of three groups or profiles of use was obtained. 45% of the subjects display maladaptive use or signs of it. The study concludes by stressing that the relationship between adolescents and ICTs is far from ideal and warns of the urgent need to train adolescents and parents in the responsible use of ICTs. El uso de las TIC durante la adolescencia es un hecho normalizado en la actualidad. Su poder de atracción y la condición de vulnerabilidad de los púberes están suscitando una creciente preocupación, agravada por las consecuencias inminentes de tal sinergia. Con la finalidad de profundizar en esta relación, se formulan los siguientes objetivos de investigación: a) Analizar la frecuencia de uso de las TIC; b) Examinar la supervisión familiar; c) Identificar estrés asociado al uso de las TIC; d) Establecer perfiles de uso de las TIC. La muestra estuvo compuesta por 1.101 adolescentes de 10 centros educativos del Sureste Español. Se realizó un análisis descriptivo y se emplearon tablas de contingencia, Chi Cuadrado, V de Cramer, análisis de clúster jerárquico y ANOVA de un factor. Los resultados arrojan que más del 60% de los adolescentes usa las TIC sin supervisión y que uno de cada tres se siente estresado ante la ausencia de Internet. Además, se encontraron relaciones estadísticamente significativas entre la frecuencia de uso de las TIC y el estrés, así como con la supervisión familiar. Se obtuvo una solución de tres grupos o perfiles de uso. El 45% de los sujetos tiene un uso desadaptado o indicios del mismo. Se concluye subrayando que la relación entre adolescentes y TIC dista mucho de la deseada y se alerta de la imperiosa necesidad de formar a adolescentes y a progenitores en el uso responsable de las TIC.

scholarly journals ANALYSIS OF THE EFFECT OF BRAND EXPERIENCE ON BRAND LOYALTY THROUGH BRAND SATISFACTION AND BRAND TRUST IN WAKOEL REMPAH RESTAURANT SURABAYA

2020 ◽  
Vol 4 (1) ◽  
pp. 65-83
Author(s):  
Steven Khu ◽  
Sukesi Sukesi
Keyword(s):  
Significant Influence ◽  
Brand Loyalty ◽  
Quantitative Approach ◽  
Brand Experience ◽  
Brand Trust ◽  
Analysis Technique ◽  
Brand Satisfaction

The existence of a brand is considered a business pillar so that it can attract consumers to use the product. The purpose of this study was to analyze brand experience on brand loyalty through brand satisfaction and brand trust in customers of Wakoel Rempah Restaurant, Surabaya.The approach used in this research is a quantitative approach. This type of research is explanatory research. The population and sample used in this study were 125 respondents of Wakoel Rempah Restaurant Surabaya.The analysis technique used in this research is SEM PLS.The results of the analysis in this study prove that Brand Experience has a significant effect on Brand Satisfaction and Brand Trust but not significantly on Brand Loyalty. The analysis also shows that Brand Satisfaction has a significant influence on Brand Loyalty and Brand Trust. Furthermore, Brand Trust has a significant effect on Brand Loyalty. Likewise, it is also proven that Brand Experience has a significant influence on Brand Loyalty through Brand Satisfaction but Brand Experience does not have a significant effect on Brand Loyalty through Brand Trust.

The role of customer brand engagement and brand experience in online banking

2016 ◽  
Vol 34 (7) ◽  
pp. 1025-1041 ◽  
Author(s):  
Imran Khan ◽  
Zillur Rahman ◽  
Mobin Fatma
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Online Banking ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Satisfaction

Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

On the relationships among brand experience, hedonic emotions, and brand equity

2015 ◽  
Vol 49 (7/8) ◽  
pp. 994-1015 ◽  
Author(s):  
Cherng G. Ding ◽  
Timmy H. Tseng
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Dominant Role ◽  
Equation Modeling ◽  
Appraisal Theory ◽  
Brand Experience ◽  
Validity And Reliability ◽  
Content Type ◽  
Service Brands ◽  
The Relationship

Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.

Brand Equity, Brand Satisfaction, and Brand Loyalty

2021 ◽  
Vol 11 (3) ◽  
pp. 34-50
Author(s):  
Anupreet Kaur Mokha
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Online Shopping ◽  
Positive Impact ◽  
Equation Modeling ◽  
Confirmatory Factor ◽  
The Impact ◽  
The Relationship ◽  
Brand Satisfaction

Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a mediating variable. Convenience sampling was used to collect data from 500 customers who were using online shopping websites, and the data was analyzed using confirmatory factor analysis followed by structural equation modeling (SEM) through AMOS. The results revealed that brand equity and brand satisfaction had a significant positive impact on brand loyalty, and also brand satisfaction partially mediated the relationship between brand equity and brand satisfaction. This research would provide very useful insights to both academicians and marketers and would help e-commerce managers to improve the image and reputation of the brand.

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