Role of brand experience in predicting consumer loyalty
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 12 August 2021
Issue publication date: 25 October 2021
Abstract
Purpose
This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.
Design/methodology/approach
A total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.
Findings
This study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).
Research limitations/implications
This research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.
Practical implications
This study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.
Originality/value
This is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.
Keywords
Acknowledgements
This study is financially supported by National Science Foundation of China (No. 71772074).
Citation
Safeer, A.A., Yuanqiong, H., Abrar, M., Shabbir, R. and Rasheed, H.M.W. (2021), "Role of brand experience in predicting consumer loyalty", Marketing Intelligence & Planning, Vol. 39 No. 8, pp. 1042-1057. https://doi.org/10.1108/MIP-11-2020-0471
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited