The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands

By A. Sahin, Cemal Zehir, H. Kitapçı. 2011

580 citations recorded by the source corpus.

Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types create the relationships between brand experiences, satisfaction, trust and loyalty. Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. Brand experience affects satisfaction, trust and loyalty. From the customer viewpoint, brands are relationship builders. In this present research, we propose the effects of brand experiences to build long-lasting brand and customer relationship with brand trust, satisfaction, and loyalty. The study was conducted on 258 respondents. As a result of this study, brand experiences, satisfaction, trust have positively effects brand loyalty.

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

View Paper: https://www.semanticscholar.org/paper/df3735b31c77897dddd38ce915356c8000acefa6

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Citations in the corpus

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone (2020, background): “However, brand communication can also be two-way, or transaction-oriented communication that seeks to directly influence existing customers’ purchase intention [51,52].”
Impact of customer experience on loyalty: a multichannel examination (2017, background): “This having been said, Brakus et al. (2009) eliminate the social dimension from Schmitt’s conceptualization, as do Iglesias et al. (2011) and Sahin et al. (2011) who stray from the scale developed by Brakus given correlation to the affective dimension (loading on the same factor).”
Influence of sensory stimuli on brand experience, brand equity and purchase intention (2017, unknown): “These findings are consistent with studies by Brakus et al. (2009), Hultén (2011), Iglesias et al. (2011) and Sahin et al. (2011).”
Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective (2019, background): “Very few studies have modeled brand trust as the main predictor of brand loyalty (especially using brand commitment as a mediator) (see for instance [14,15,16,4,17].”
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis (2015, background): “Similarly, Sahin, Zehir, and Kitapçı (2011) show that brand experiences, brand satisfaction, and brand trust positively affect brand loyalty and Keller (2012, p. 186) argues that, “any concept as complex as brand relationships lends itself to multiple concepts, perspectives, and analysis.””
The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study (2017, background): “The importance of trust has already been illustrated in sustainable relationships between the seller and buyer (Sahin et al. 2011).”