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

By Chao-Chin Huang. 2017

382 citations recorded by the source corpus.

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.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/47682c4d41abff8b0b431452e85365cb0f4f9391

How researchers see this paper

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In Marketing

1. Y. Chao
2. Abhishek Dwivedi
3. R. Kim

In Organizational Behavior and Human Resource Management

1. Y. Chao
2. Feisal Murshed
3. Abhishek Dwivedi
4. R. Kim
5. Tahmid Nayeem

In Sociology and Political Science

1. Y. Chao
2. Feisal Murshed
3. Abhishek Dwivedi
4. R. Kim
5. Tahmid Nayeem

Citations in the corpus

• Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers (2019, background): “Huang, Huang, and Wyer (2017) show that brand attachment can enhance consumers’ tendency to brands they regularly use. It is also a factor that indicates how often consumers consume a brand in the present and the likelihood of a repeat purchase in the future (McAlexander et al., 2003; Thomson et al.”
• Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness (2018, background): “The concept of brand credibility is based on Hovland et al. (1953) work on the credibility of a source's perceived ability and motivation to provide accurate and truthful information.”