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International Journal of Marketing Studies; Vol. 6, No. 6; 2014
ISSN 1918-719X E-ISSN 1918-7203
Published by Canadian Center of Science and Education
57
The Role of Event in Building Brand Satisfaction, Trust and Loyalty
of Isotonic Drink
Adi Irianto Marist1, Lilik Noor Yuliati2 & Mukhamad Najib3
1 Business Management, Bogor Agricultural University, Bogor, Indonesia
2 Lecturer of Consumers and Family Science Department, Bogor Agricultural University, Bogor, Indonesia
3 Lecturer of Management Department, Bogor Agricultural University, Bogor, Indonesia
Correspondence: Adi Irianto Marist, Business Management, Bogor Agricultural University, Bogor, Indonesia.
Tel: 62-856-9416-7614. E-mail: adi.marist@gmail.com
Received: August 30, 2014 Accepted: September 23, 2014 Online Published: November 24, 2014
doi:10.5539/ijms.v6n6p57 URL: http://dx.doi.org/10.5539/ijms.v6n6p57
Abstract
Event is able to communicate the best experience possessed of a brand to consumers so that they are able to
recall the brand in a long time that led to the formation of trust, satisfaction and loyalty towards the brand. This
study shows that a brand activation event has positive effect on brand trust and brand satisfaction, and brand
experiences has positive effect on brand satisfaction and brand loyalty. Affective dimensions of brand in brand
experience should be strengthened in an event to make consumers increasingly believe in a brand and promoted
to be loyal to the brand. The presence of affective dimensions in brand experience is very influential to
strengthen customer confidence in the brand which leads to increase loyalty towards the brand.
Keywords: events, brand activation, brand experience, brand satisfaction, brand trust, brand loyalty
1. Introduction
Marketing is an important element that can enhance a brand's competitive in the market competition. However,
the marketing of food and beverage products is now beginning to face many challenges, especially product of
isotonic drink. Vel and Sharman (2010) argued that the marketing of products has begun to pose many
challenges because of saturated market conditions, the overwhelming availability of substitutes, and diminishing
opportunities for differentiation. In addition, Villa-Lopez and Rodriguez-Molina (2013) suggested that
consumers have been saturated with advertising messages in conventional communication media and as a result,
they have become hardened to advertising. Based on the angle of view to forming a relationship marketing,
brand manager must seek new and innovative ways to creating long-lasting, mutually-benefecial relationship (or
bonds) with a most important asset: namely, their customers (Mitchell & Orwig, 2002).
The relationship can be formed through the communication form of human activity that associated with a lot of
people (Kotler & Keller, 2012). Consumers are considered to have received a marketing communications brand
if it has to know the advantages of the branded products so that they buy a product with that brand (Wernerfelt,
1996). Several relationship marketing scholars agree that communication is a fundamental aspect of relationship
development (Andersen 2001). Brand activation is able to improve communication to consumers in a better way,
increase sales and locate the brand in a certain position that company wanted (Liembawati et al., 2014) and event
is one of brand activation form.
Becoming part of a personally relevant moment in consumer’s lives through event and experiences can broaden
and deepen a company or brand’s relationship with the target market (Kotler & Keller 2012). Appropriate brand
communication strategy for the company in communicating important information of the brand is event
(Piesiewicz, 2010). Event is often used to allow consumers dealing directly with the brand of a product that is
capable of forming a special relationship intensively to make consumers become part of the brand itself (Wenats
et al., 2012). Event is the best option to deliver and communicate the best experience possessed of a brand to
consumers (Johnson, 2008).
Event is a medium that is applied by marketers as an opportunity to plan and facilitate the brand experience to
the consumer (Crowther, 2011). Brand experience is a subjective, internal consumer responses (sensations,
feelings, and cognitions) and behavioral responses evoked by brand-related stimuli that are part of a brand’s
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design and identity, packaging, communications, and environments (Brakus et al., 2009). Through brand
experience, consumers is capable to remember the brand for a long time that led forming trust, satisfaction and
consumer loyalty to the brand (Brakus et al., 2009, Chinomona, 2013). Lee and Kang (2012) revealed that brand
experience positively able to encourage consumers to trust and commit to a brand that led to the behavior of
brand loyalty.
Event that used as the object of this research is a brand activation form of one of isotonic drink brand in
Indonesia. This event is intended to provide an opportunity for consumers to contact directly with isotonic drink
brand and feel the experience from the brand. Event is expected to educate consumers about the benefits of
isotonic drink brands and increase consumer knowledge about the brand. The main theme of this event is to
encourage people to move or exercise and understand the importance of body fluids in supporting all their daily
activities, especially exercise through this isotonic drink brand. This event was contained with aerobic, selling
package of isotonic drink which combined with coupon for games with prizes and doorprize coupon.
This study is trying to explain the relationship of brand experience to brand satisfaction, brand trust and brand
loyalty, the relationship among brand activation based on brand experience to brand satisfaction and brand trust,
the relationship between brand satisfaction to brand loyalty and the relationship between brand trust to brand
loyalty in event that conducted by an isotonic drink brand in Indonesia.
2. Literature Review
2.1 Relationship of Brand Experience with Brand Satisfaction, Brand Trust and Brand Loyalty
Brand experience is strong predictor of actual buying behavior, which in turn is a better predictor for satisfaction.
Brand experience has a behavioral influence, which affects consumer satisfaction and loyalty directly and
indirectly through brand personality (Brakus et al., 2009). Positive brand experience will produce positive
cognitive and emotional state that led to the psychological satisfaction to the brand (Kim, 2005).
Ha (2004) suggested that the relationships formed between consumers and brand depends on the perceived
consumer brand trust after feeling experience with the brand. Consumers who enjoy the affective experience of a
brand will feel that the brand can be trusted. When the consumer perceived affective feelings toward the brand
increasing, it made the relationship between consumers and the brand be stronger so that they will become
increasingly believe in the brand (Lee & Kang, 2012).
Relationship between brand experience to brand loyalty showed in Brakus et al. (2009) research that brand
experience has positive impact to brand loyalty. Iglesias et al. (2011) suggested the relationship between brand
experience and brand loyalty was completely mediated by affective commitment and brand experience will lead
to true brand loyalty if affective commitment between the brand and its consumer has also been developed. As a
result, the following hypotheses are proposed:
H1: Brand experience has positive effect on brand satisfaction.
H2: Brand experience has positive effect on brand loyalty.
H3: Brand experience has positive effect on brand trust.
2.2 Relationship of Brand Activation in Brand Experience Approach with Brand Satisfaction and Brand Trust
The method used in brand activation is providing a positive experience at the meeting point between brand and
consumer, so it means brand experience is an integral component of brand activation (Liembawati et al., 2014).
This research uses brand activation in brand experience approach to measure the role of the event. Liembawati et
al. (2014) showed that brand activation based on brand experience has a significant and positive effect to brand
satisfaction and brand trust. Based on these findings, the following hypothesis is proposed in this study:
H4: Brand activation with brand experience approach has positive effect on brand satisfaction.
H5: Brand activation with brand experience approach has positive effect on brand trust.
2.3 Relationship of Brand Satisfaction with Brand Trust and Brand Loyalty
Chinomona et al. (2013) suggested that brand satisfaction has strong influence on brand trust. Higher level of
brand satisfaction is associated with higher levels of brand trust (Chinomona, 2013). Brand satisfaction has
positive relationship with brand loyalty. Customers who feel more satisfied then will obviously have a high loyalty
towards the brand. Marketing managers should maintain customer satisfaction which is strongly related with
actual repurchase behavior (Lee & Lee, 2013). Ismail et al. (2012) proved that the brand satisfaction has a high
correlation in forming strong relationship between consumer and brand, which influence consumer loyal behavior
to brand. With the recognition of previous discussion, following hypotheses are proposed:
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H6: Brand satisfaction has positive effect on brand trust.
H7: Brand Satisfaction has positive effect on brand.
2.4 Relationship of Brand Trust with Brand Loyalty
Brand trust is a secure feeling of brand when it meets consumer expectations (Delgado-Ballester &
Munuera-Aleman, 2001). Taylor et al. (2004) explain that brand trust gives the greatest influence in the
formation of brand loyalty. This is also supported from Delgado-Ballester and Munuera-Aleman (2001) that trust
is the most important variable in developing a relationship with the customer for a long period, such as brand
loyalty. The formation of consumer commitment behavior to a brand that has implications for brand loyalty does
not just glued to the formation of a functional relationship of brand satisfaction but also need personal
relationship of brand trust (Story & Hess, 2006). In line with these findings, the study tests the subsequent
hypothesis:
H8: Brand trust has positive effect on brand loyalty.
Figure 1. Conceptual framework for the study
3. Methods
3.1 Data Collection
The data in this study were drawn from two sources, namely primary data and secondary data. Primary data were
obtained directly from consumers who follow the event through questionnaires. Secondary data obtained is
literature or references that are intended to support research. Primary data is collected through filling
questionnaire in five cities of Indonesia: Lampung, Padang, Bandung, Cirebon and Purwokerto which are the
venue for the event. The data only talk about brand experience, brand activation in brand experience approach,
brand satisfaction, brand trust and brand loyalty after following the event which are the object of research.
3.2 Measurement
Respondents are selected by non-probability method of accidential or convenience. This technique do sample
collection based on right time, right situation and right place (Prasad and Jannah 2005). The number of samples
taken in this study was 454 samples. Form of questions in the questionnaire is the question that the answer
already set using 5-point Likert scale (1 = strongly disagree to 5 = strongly agree). Requirements to be a
respondent in filling the questionnaire are:
Aged 17 years and over (have the ability to make their own decisions when buying)
Following the event at least twice
Consuming brand 1-2 times per week in last month
Variables which used in this research are:
a. Independent variables includes brand experience (M) and brand activation in brand experience approach
(E). Indicators of brand experience are (Brakus et al., 2009):
Sensory (MS)
MS 1. This brand makes a strong impression on my visual sense or other senses
MS 2. I find this brand interesting in a sensory way
MS 3. This brand appeals to my senses
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Affective (MA)
MA 1. This brand induces feelings and sentiments
MA 2. I have strong emotions for this brand
MA 3. This brand is an emotional brand
Behavior (MB)
MB 1. I engage in physical actions and behaviors when I use this brand
MB 2. This brand results in bodily experiences
MB 3. This brand is action oriented
Intelectual (MI)
MI 1. I engage in a lot of thinking when I encounter this brand
MI 2. This brand makes me think
MI 3. This brand stimulates my curiosity and problem solving
Indicators of brand activation with brand experience approach are (Liembawati et al., 2014):
Sensory (ES)
ES 1. I find this event interesting in a sensory way
ES 2. I find aerobics interesting in a sensory way
ES 3. I find product package selling interesting in a sensory way
ES 4. I find games with prizes interesting in a sensory way
ES 5. I find change to win doorprize interesting in a sensory way
Affective (EA)
EA 1. This event is fun and enjoyable
EA 2. This event makes me happy to the brand
EA 3. This event provide an unforgettable experience
EA 4. This event makes me happy to move and exercise
Behavior (EB)
EB 1. This event makes me more to find out about the brand
EB 2. This event makes me always want to use the brand
EB 3. This event makes me to always want to attend the next event of brand
EB 4. This event inspires me to keep moving and exercising
Intelectual (EI)
EI 1. This event makes me more understanding about the brand
EI 2. This event makes me more understanding about the importance of body fluid
EI 3. This event makes me more understanding about the importance of moving and exercising
b. Intervening variables are brand satisfaction (PUAS) and brand trust (PCY).
Indicators of brand satisfaction are (Liembawati et al., 2014, Chinomona et al., 2013):
PUAS 1. I am very satisfied with the product quality of the brand
PUAS 2. The price of brand product is comparable with the quality offered
PUAS 3. I am very satisfied with the brand
PUAS 4. I am happy with the brand
PUAS 5. I made the right decision when I decided to use this brand.
Indicators of brand trust are (Liembawati et al., 2014, Chinomona et al., 2013):
PCY 1. The brand is never disappointing
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PCY 2. The brand is quality assured
PCY 3. The brand is safe
PCY 4. The brand is my top choice to rehydrate my body fluid
PCY 5. The brand provide benefits in accordance with the promised
c. Dependent variable is brand loyalty (LOYAL). The indicators of brand loyalty are (Brakus et al., 2009,
Chinomona et al., 2013):
LOYAL 1. I am not interested to use other brand beside this brand
LOYAL 2. I am willing to recommend this brand
LOYAL 3. I intend to keep purchasing this brand
3.3 Data Analysis
The data analysis technique used in this study is Structural Equation Modeling (SEM) and cross-tabulation
analysis. SEM method is the development of path analysis and multipleregression which is equally a form of
multivariate analysis model. In general, SEM can be used to analyze the research model that has multiple
independent variables, dependent variables and moderating or intervening variables (Haryono & Ward, 2012).
SEM is able to estimate the relationship between variables that are a multiple relationship and describe
relationship of social variables that generally can not be measured directly (latent) (Liembawati et al., 2014).
Hair et al. (2006) suggested that SEM can identify relationships between latent construction such as identifying
the relationship between the independent and dependent variables in a multiple regression analysis and SEM is
the best step in identifying empirically the theoretical model involving both measurement models and structural
models in a single analysis. Indratno and Irwinsyah (1998) explain that a cross-tabulation analysis is used to look
relationship between variables or factors and obtain the degree of linkage or association between variables or
factors were measured.
4. Result
4.1 Descriptive Statistics
Respondents were taken from five citis which are the event ongoing: Lampung (12%), Padang (25%), Bandung
(7%), Cirebon (33%), and Purwokerto (23%). Largest number of respondents came from Cirebon. Characteristic
of respondents by age is divided into four age categories: 17-30 years (67%), 31-40 years (27%), 41-50 years
(5%) and above 50 years (1%). For the marital status of respondents, most of respondents (50%) were married,
48% of respondents were single and 2% of respondents were widows and widowers. Regarding their education
level, 61% of respondents were senior high school degree, 18% of respondents were graduate degree, 12% of
respondents were bachelor degree and 9% of respondents were junior high school. Based on their occupation,
first place was student (27%), second place was entrepreneur (18%), third place was hounsewives (15%), civil
servants at the fouth place (12%) and other (1%). The behavior of respondent in purchasing the brand was
consisted in roadside stalls (45%), in store or retail (40%), in supermarket (14%) and other (1%).
4.2 Goodness of Fit Model
The model of this research should be evaluated by goodness of fit analysis. This analysis is intended to
determine the model can be trusted or not. Goodness of fit analysis of the model that used are the root mean
square residual, root mean square error of approximation, the goodness of fit index, adjusted goodness of fit
index, comparative fit index, and the normed fit index. The results of the analysis of the suitability of the model
can be observed in Table 1 and all values of goodness of fit analysis of the model are good fit.
Table 1. Goodness of fit analysis
Goodness-of-Fit Cutt-off-Value Result Description
RMSR(Root Mean Square Residual) 0,05 atau 0,1 0.048 Good Fit
RMSEA(Root Mean square Error of Approximation) 0,08 0.043 Good Fit
GFI(Goodness of Fit) 0,90 0.98 Good Fit
AGFI(Adjusted Goodness of Fit Index) 0,90 0.95 Good Fit
CFI (Comparative Fit Index) 0,95 0.98 Good Fit
NFI (Normed Fit Index ) 0,95 0.97 Good Fit
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4.3 Structural Equation Model
Brand experience has positive effect on brand satisfaction (0.12). Hypothesis 1 is considered significant because
|t-statistics| of this hypothesis is 2.32 (bigger than t-table 1.96). Beside that, brand experience has positive effect
on brand loyalty (Hypothesis 2) with the value of path coefficient is 0.60. The |t-statistics| of Hypothesis 2 is
higher too from t-table 1.96 (10.41). However, result of Hypothesis 3 is different from Hypothesis 1 dan 2.
Based on this result, brand experience has negative effect on brand trust (-0.20). Value of Hypothesis 3
|t-statistics| is 4.38, it shows that the negative effect between brand experience and brand trust is significant.
Figure 2. Structural model result
Relationship of brand activation in brand experience approach with brand satisfaction has positive effect (0.40),
it is based on |t-statistics| value of Hypothesis 4 is 6.53 (higher than t-table 1.96). Hypothesis 5 is supported
(|t-statistics| is 7.31), it means brand activation in brand experience approach effect brand trust (0.60).
Comparing path coefficient between Hypothesis 4 and 5, relationship of brand activation in brand experience
approach with brand satisfaction has higher effect than relationship of brand activation in brand experience
approach with brand trust.
Table 2. Results of structural equation model analysis
Path Relationship Hipotesis Path Coefficient |T-Statistics| Results of the test
Brand experience→Brand satisfaction H1 0.12 2.32 Supported
Brand experience→Brand loyalty H2 0.6 10.41 Supported
Brand experience→Brand trust H3 -0.2 4.38 Rejected
Brand activation in brand experience
approach→Brand satisfaction H4 0.4 6.53 Supported
Brand activation in brand experience approach
→Brand trust H5 0.6 7.31 Supported
Brand satisfaction→Brand trust H6 0.13 2.72 Supported
Brand satisfaction→Brand loyalty H7 0.15 3.27 Supported
Brand trust→Brand loyalty H8 -0.08 1.64 Rejected
Result of Hypothesis 6 show brand satisfaction has positive effect on brand trust (0.13) with |t-statistics| is 2.72
(> 1.96). Then the resulf of Hypothesis 7 is supported too, it means brand satisfaction has positive effect on
brand loyalty (0.15) with |t-statistics| is 3.27 (> 1.96). Effect of brand satisfaction to brand trust is higher than
effect of brand satisfaction to brand loyalty. Result of Hypothesis 8 is rejected because the |t-statistics| is 1.64
(<1.96). The path coefficient of this hypothesis is -0.08, it shows brand trust has negative effect on brand loyalty.
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Table 3. Cross-tabulation analysis
Consumer
Behavior
Brand Satisfaction Brand Trust Brand Loyalty
Chi-square Probability Result Chi-square Probability Result Chi-square Probability Result
Destination to
consume the
brand
17,984 0,006 Significant 7,896 0,545 Not
Significant
30,371 0,000 Significant
Condition
when
consuming the
brand
36,652 0,000 Significant 48,936 0,000 Significant 34,228 0,001 Significant
Reason to
choose the
brand
14,457 0,025 Significant 22,731 0,007 Significant 41,551 0,000 Significant
Cross-tabulation analysis in this study is intended to determine the effect of consumer behavior on destination to
consume the brand, condition when consuming the brand, and reason to choose the brand than any other brand to
brand satisfaction, brand trust and brand loyalty. Consumer behavior on condition when consuming the brand
and reason for choosing the brand than other brands significantly influence brand satisfaction, brand trust and
brand loyalty. In contrast, the consumer behavior on consuming destination of the brand only has significant
effect on brand loyalty and brand satisfaction, but not significant effect to brand trust.
5. Discussion and Conclusion
This research proves the statement of Liembawati et al. (2014) that brand activation like event in brand
experience approach (dimensions of sensory, affective, behavioral and intellectual) has positive effect on brand
satisfaction and brand trust. Brand experience that consumers felt through event can increase brand satisfaction
and brand trust. The event held by the brand is clearly able to drive satisfacton and trust toward the brand which
do the event. When seeing from viewpoint of brand activation in brand experience approach, consumers will be
satisfied and belief toward the brand, but by seeing from viewpoint of the brand itself, it’s different. It’s showed
from the result of Hypothesis 3 and 8.
Result of Hypothesis 3 shows brand experience has negative effect to brand trust. This result is different with the
research of Chinomona (2013) that said brand experience has positive effect to brand trust. Lee and Kang (2012)
suggested behavioral brand experience leads consumer itu behavioral and physical responses so that brand trust
may be less related to the behavioral brand experience. The behavioral dimension means when a consumer uses
a brand, it makes the consumer physically active (Lee & Kang, 2012) and includes bodily experiences, lifestyles
and interaction with brand (Zarantonella & Schmitt, 2010). Relationship between brand experience and brand
trust will be more positive if affective dimension increase. Lee and Kang (2012) said consumer who enjoy
greater affective brand experience thinks that the brand is more trustful and the relationship between consumer
and brand will be strengthened and come to trust the brand when consumer feel brand are affective. If the
consumer can enjoy greater both affective and behavioral dimension of brand experience, the commitment
between consumer and brand also highly increases (Lee & Kang, 2012).
Negative effect of brand experience to brand trust also influence relationship of brand trust and brand loyalty
(Hypothesis 8). This incompatibility is confirmed by the result of cross-tabulation analysis (Table 3). This
analysis shows the connection between consumer behavior in destination to consume the brand and brand trust is
not significant. Chaudhuri and Holbrook (2001) defined brand trust as most consumer desire to rely on the
ability of the brand in performing its stated function. In other words, consumers who believe in a brand and want
to buy the brand because they want the needs or goals that customer owned are met by the capabilities of the
brand. Consumers who believe will loyal and willing to buy a brand at a premium price (Alam & Yasin, 2010).
This study show brand experience has negative effect to brand trust but has positive effect to brand satisfaction
and brand loyalty. In this research, the positive effect of brand experience to brand loyalty is bigger than brand
experience to brand satisfaction. This result is same like Brakus et al. (2009) research that showed the direct
effect of experience on loyalty is higher than direct effet of experience on satisfaction. Brand experience has a
greater influence on brand loyalty compared to brand satisfaction because of the similarity between the
dimensions of brand experience (dimensions think, feel and act) on brand loyalty (cognitive, affective, conative
(behavioral intention) and action) (Nysveen et al., 2013).
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The event is an excellent medium in increasing satisfaction, trust and loyalty brand, especially isotonic drinks
brand. Event is able to provide experiences that encourage consumers to be more satisfied, trusting and loyal to
the brand. Regardless of the success of an event, marketers should also pay attention to the existence of the brand
itself in the event. Brands featured in the event must be able to drive satisfaction, trust and loyalty to the brand.
6. Implication and Limitation
6.1 Managerial Implications
The event was conducted by isotonic drink brand has positive effect on consumer confidence and satisfaction
towards the brand. This event have performed and accepted by consumers well. But this event remains to be
further developed, especially increasing affective brand experience in event. Affective dimension of brand
experience is clearly able to grow the brand trust that implies a commitment to be loyal to the brand.
Combination of affective and behavioral brand experience is needed to improve relationship between consumers
to the brand. Brand loyalty is formed from brand satisfaction and brand trust and can’t be focused only on brand
activation but should also focus on building the brand itself in the eyes of consumers through brand experience
such as event.
6.2 Limitations
This study has several limitations. First, the study was only done on one particular brand that is one of isotonic
drink brand in Indonesia. Second, this study only took respondents from five cities as targets of research,
whereas events held by the brand took place in 15 cities in Indonesia. Third, the presence of other variables not
measured in this study that can influence respondent’s assessment of the brand because respondents do not only
get information about a brand by following the events but can also get information from other media such as
television advertisements, radio or word of mouth.
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