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Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.
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... Consumers who have feelings of love begin to have a relationship and emotionality with the brand (Batra et al., 2016). A positive experience with the use of a brand encourages consumers to love a brand more (Ferreira et al., 2019). Brand experience is a dominating factor because in addition to caring about how a brand can carry out its functions, consumers enjoy moments or experiences interacting with the brand to stimulate emotions and feelings of love for the brand ( Thomas, 2020). ...
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Purpose 1).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. 2).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 (PLS) method. Findings . 1).Sensory experience is the major driver of brand love. 2).Sensory experience mainly drives customers’ brand trust, while intellectual experience has no effects on brand trust. 3).Brand love is the main mechanism in developing customers’ behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. 4).Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty. Originality/value 1).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. 2).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. 3).It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable (KMV) model, particularly in mobile phone industry.
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