The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion.
An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships.
Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty.
This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.
The authors thank Editor Nick Lee, Associate Editor Nicholas Ashill and three anonymous EJM reviewers for their constructive comments and suggestions. This research was partially supported by grant NSC 96-2416-H-009-006-MY2 from the National Science Council of Taiwan, R.O.C.
Ding, C.G. and Tseng, T.H. (2015), "On the relationships among brand experience, hedonic emotions, and brand equity", European Journal of Marketing, Vol. 49 No. 7/8, pp. 994-1015. https://doi.org/10.1108/EJM-04-2013-0200
Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited