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Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand
Abstract and Figures
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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... The requirements of the brand in cultivating relationships with consumers are crucial. This is required for customers to identify personally with the brand and also to adopt a favourable attitude or preferred behavior; in other words, this activity is required customers to identify with the brand (Ferreira et al., 2019). A brand-self link is a key component of brand engagement; it appears in customers' emotional and cognitive ties with companies (Rosli et al., 2019). ...
... Lewat perasaan dan stimulus dari brand experience dari sebuah merek, mampu mempengaruhi secara positif dan kuat terhadap brand love (Huang, 2017). Selain itu, hasil dari stimulus, afektif, dan pengalaman merek yang mampu memberikan manfaat positif bagi hidup konsumen yang memberikan pengaruh terkuat dalam terbentuknya sebuah brand love (Ferreira et al., 2019). Khan et al. (2021) menyampaikan hasil penelitian yang selaras mengenai makanan halal cepat saji di Malaysia, bahwa brand experience merupakan pengaruh terkuat dalam terbentuknya brand love karena mampu menjembatani brand love untuk melahirkan brand loyalty dan satisfaction. ...
Riset ini dijalankan untuk mengidentifikasi atas pengaruh brand experience (BEX) terhadap brand loyalty (BLY) dan willingness to pay a premium price (WPP) yang dimediasi oleh brand love (BL) pada produk online TV streaming service. Data dari responden terkumpul dari kuesioner melalui Google Form. Sampel penelitian diolah dengan SmartPLS-SEM dan menggunakan responden yang sesuai kriteria yaitu penduduk Jakarta serta pernah menggunakan dan berlangganan paket menonton film di Disney+ Hotstar dalam kurun waktu minimal 1 bulan. Hasil studi ini menunjukkan hasil yaitu terdapat pengaruh positif yang signifikan dari brand experience (BEX) kepada brand loyalty (BLY), brand love (BL), dan willingness to pay a premium price (WPP), kemudian ditemukan terdapat pengaruh positif yang parsial oleh brand love (BL) sehingga mampu menjadi perantara antara pengaruh brand experience (BEX) dengan brand loyalty (BLY) dan willingness to pay a premium price (WPP) secara signifikan, lalu ditemukan terdapat pengaruh positif yang signifikan dari brand love (BL) terhadap brand loyalty (BLY) dan willingness to pay a premium price (WPP). This research was carried out to identify the influence of brand experience (BEX) on brand loyalty (BLY) and willingness to pay a premium price (WPP) mediated by brand love (BL) on online TV streaming service products. Data from respondents was collected from online questionnaires via Google Form. The research sample was processed using SmartPLS-SEM and used respondents who met the criteria, namely residents of Jakarta, who had used and subscribed to a movie viewing package on Disney+ Hotstar for at least 1 month. The results of this study show that there is a significant positive influence from brand experience (BEX) to brand loyalty (BLY), brand love (BL), and willingness to pay a premium price (WPP), then it is found that there is a partial positive influence by brand love (BL) so that it is able to mediate significantly between the influence of brand experience (BEX) and brand loyalty (BLY) and willingness to pay a premium price (WPP), then it was found that there was a significant positive effect of brand love (BL) on brand loyalty (BLY) and willingness to pay a premium price (WPP).
Bu çalışmada havayolu endüstrisinde kurumsal sosyal sorumluluk (KSS) imajının müşteri sadakati üzerindeki etkisi Biliş-Duygu-Davranış (BDD) modeli bağlamında incelenmiştir. Ayrıca bu etkiyi doğrudan ele almanın yanı sıra, dolaylı olarak marka aşkının ve marka güveninin aracılık etkisi de değerlendirilmiştir. Oluşturulan teorik modeli test etmek için havayolu işletmelerinin KSS faaliyetlerinden haberdar olan katılımcılar seçilmiştir. Google-Forms üzerinden oluşturulan anket formları vasıtasıyla 214 geçerli anket formu toplanmıştır. Anket verilerine dayanarak araştırma modelini test etmek için kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) yaklaşımı benimsenmiştir. Araştırmanın sonuçları KSS imajının marka aşkını, marka güvenini ve müşteri sadakatini olumlu yönde etkilediğini ortaya koymuştur. Ayrıca, marka aşkı ve marka güveninin KSS imajı ile müşteri sadakati arasındaki ilişkide aracılık etkisinin olduğu belirlenmiştir. Sonuç olarak, bu araştırma değerli akademik ve pratik çıktılar sunmaktadır.
Purpose
This paper aims to analyze brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (1) utilitarian and hedonic benefits, (2) brand satisfaction and (3) brand love. It also provides valuable knowledge through the comparison between positive and negative restaurant experiences.
Design/methodology/approach
A survey was carried out of restaurant satisfied and dissatisfied consumers. Structural equation modeling (SEM) and multi-group analysis (MGA) were performed to examine the cause-and-effect relationship in both groups.
Findings
The results show the relevance of benefits, brand satisfaction and brand love as causes for brand loyalty and e-WOM. Also, these relationships are significantly stronger for dissatisfied consumers than for satisfied ones.
Originality/value
The outcome of the research provides new insights to develop a conceptual stimulus-organism-response (S-O-R) model of consumers’ restaurant behavior by drawing comparisons across satisfied and dissatisfied ones.
Purpose – This study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics context.
Design/methodology/approach – In accordance with the non-probability convenience sampling procedure and through an online survey, the study collected 312 responses from female consumers who have used Egyptian organic cosmetics brands regularly within the past two years.
Findings – The findings revealed that BE has a significant direct positive effect on BL. BE has also had a significant direct positive effect on e-WoM. In addition, BL has a significant direct positive effect on e-WoM. Finally, BL is a significant mediator between BE and e-WoM.
Practical implications – This study offered several managerial recommendations. By considering BE as a tool, organic cosmetics’ brand owners and managers can effectively develop and implement various experiential marketing strategies to create a love for that brand and develop long-term relationships with consumers, which in turn will lead to positive e-WOM.
Originality/value – This is a new study that uses Fournier’s relationship theory to investigate BE on BL to predict e-WOM in the context of Egyptian organic cosmetics brands. New insights are provided for the mediating effect of BL between BE and e-WoM in the context of Egyptian organic cosmetics brands.
Increasingly fierce competition in the smartphone industry encourages companies to design mature marketing strategies to create added value for consumers and build strong relationships with their consumers. This study aims to identify and analyze the direct and indirect effects of brand experience, brand love, brand trust, and brand loyalty on Samsung smartphone users in Malang City. Data for this was collected through a questionnaire and a sample of 140 smartphone users in Malang City. Sample selection was carried out using the purposive random sampling method. The collected data will be analyzed using SmartPLS 3.0. These results reveal that brand experience has no direct effect on brand loyalty. However, this study confirms an indirect influence of brand experience on brand loyalty through brand love and trust. The results have important implications for building strong emotional relationships and bonds between brands and consumers, and it is necessary to use cognitive and affection factors to create brand loyalty.
A blue jeans brand committed to the environmental cause could position itself as unique and socially responsible and attract environmentally driven consumers. This research study examines the relationship between brand love and consumers' environmental cause knowledge and their willingness to recommend and pay a premium for sustainable blue jeans. To this end, this cross-sectional study comprises a snowball convenience sample of 978 Portuguese respondents, whose data were collected from December 2022 to January 2023. Positive associations between self-expression, brand love, loyalty, environmental cause knowledge, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans stand out. There are differences in the willingness to pay a premium among generations, education levels, and consumers who are aware of sustainable line extensions and those who are not. The results may be helpful for brands, suggesting their communication should focus on creating increased proximity to consumers by enhancing their values and seeking to link their brands to intrinsic benefits and environmental stakes. This is the first study to incorporate knowledge of the environmental cause into a model linking brand love, brand loyalty, positive word-of-mouth, and willingness to pay a premium for sustainable blue jeans.
This study investigates the impact of brand experience (BE) on customer loyalty (CL) and examines the possible mediating effect of brand authenticity (BA) and the moderating effect of frequency of visits on the original relationship between BE and CL in dental practices. A descriptive, deductive, and quantitative research methodology was applied, with a self-administrated survey questionnaire over a cross-sectional convenience sample from dental clinics and centers in Erbil, Sulaymaniyah, and Duhok (Iraqi Kurdistan). Data were collected in July and August 2022. SPSS AMOS 26 was used for analyzing 952 patients’ responses. The results indicate that BE has a statistically significant positive effect on CL. However, only affective experiences, cognitive experiences, and behavioral experiences have a statistically positive effect on CL. BA has a significant direct mediation effect on the original relationship between BE and CL. In addition, a greater frequency of dental visits improves the BE and impacts CL. Discussion, recommendations, and future research orientation are provided.
Brand love is a relatively new subject in the marketing literature. As it is known, consumers’ establishing emotional bonds with brands and the bond connecting the self with the product-brand are longstanding issues which have an extensive coverage in the literature. It explains the brands specially positioned by the consumer and the characteristics of them. In this study, the effect of social self, variety-seeking and brand image on creating brand love was investigated. Assuming that a loved brand will create brand loyalty and lead to positive word-of-mouth communication (wom), brand love was considered as an intervening variable and the effect of brand love on brand loyalty was aimed to be investigated. Data were collected by means of face-to-face interview method. The questionnaires were administered to the students of Atatürk University. Convenience sampling method was used as a sampling method. Structural Equation Model was used to test the research model. As a result of the research, it was determined that brand image and social self had a positive effect on brand love and that variety-seeking had no significant effect on brand love. Variety-seeking has a negative effect on brand loyalty. Brand love has a positive effect on brand loyalty and word-of-mouth communication.
Purpose
The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.
Design/methodology/approach
This paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.
Findings
The multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.
Research limitations/implications
A theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.
Practical implications
The findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.
Originality/value
The main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.
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. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
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.
Purpose
This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM).
Design/methodology/approach
An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling.
Findings
The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM.
Originality/value
This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.
It is very important for customers to have brand experiences in marketing practice. These brand experiences affect consumer-brand relationship quality positively. Brand experience is composed of four dimensions: sensory, affective, behavioral, and intellectual. These are evoked by brand-related stimuli like brand design, communications and environments. In this research, we investigate which brand experiences affect brand relationship quality. Among four brand experience dimensions, we investigate affective and behavioral brand experiences, because affective and behavioral dimensions have a decisive effect on the brand attachment. According to this research, an affective brand experience affects brand trust and brand commitment positively. A behavioral brand experience does not affect brand trust meaningfully but positively affects brand commitment. Also we examine brand trust-brand commitment relationship and brand relationship quality-brand loyalty. Brand trust affects brand commitment positively and brand relationship quality (trust, commitment) influences brand loyalty positively. In this study, we suggest that not all brand experiences are effective to promote brand relationship quality. According to the goal of a company or a brand, marketing managers should implement brand experience strategies selectively. Also, it is important to choose a brand experience activity that is well matched with the pursuing brand relationships. Through this study, we suggest brand experiences are crucial for building a brand relationship and a brand loyalty.
Brand experience has been gaining increased importance in marketing literature, as marketers consider it a vital strategy in building long term consumer-brand relationship. This study attempts to do a comprehensive assessment and synthesis of academic literature on brand experience. To do this, authors take up a systematic review, identifies and analyses 73 relevant articles from 38 journals. The analysis provides significant information about–empirical versus conceptual studies, industry focus, country of research, research design, data analysis techniques and nature of sampling method and respondents. This study presents methodological trend in brand experience studies with reference to Meredith,Raturi, Amoako-Gyampah, and Kaplan (1989) framework, and it has been found that majority of the studies are based on people's perception of object reality (logical positivist/empiricist paradigm based researches). A conceptual framework about brand experience antecedents and consequences is also presented. At last, we provide discussion and suggestions for future research, followed by limitations of the study.
Based on the stimulus-organism-response (S-O-R) model, this study examined whether and which store environmental cues (S, i.e., ambient, design, social, and merchandise) increase consumer/store emotional attachment (O) and whether this attachment leads to store loyalty (R) in the context of a single-brand apparel store. To capture the consumer/store emotional attachment, the store love construct was used as the mediator between store environment and store loyalty. The results indicated that design and merchandise cues positively affected store love. Also, store love was determined to be a significant predictor of store loyalty.
In today's highly competitive retail environment, retailers have recognized and embraced the concept of offering experiences with the retail brand across various channels beyond new launches and lower prices. To manage the experiences associated with a retail brand, retailers need to understand the concept of brand experience in retailing and the factors that actually comprise it. Interestingly, very few studies have imparted an understanding of brand experience in retailing. This study seeks to understand the retail brand experience and model the interrelationships among retail brand experience variables using interpretive structural modeling (ISM). Retail brand experience variables used in this study have been identified from existing literature on ‘brand experience’ and from brainstorming sessions with academicians and retail industry experts. Our findings show that the variables, namely, packaging of own label brands, customer billings, order and application forms, point-of-sales (i.e., shelf talkers) and recommendation by a salesperson have a high degree of influence and exhibit low dependence. These variables require a great deal of consideration due to their strategic significance to retailers. The approach applied in this study will enhance the understanding of retailers for improving the performance through managed retail brand experience initiatives.