He is Director of the Survey Research Centre at ESADE. His fi elds of interest are the research design and the improvement of measurement in social sciences mainly using structural equation models. His currently substantive research focuses on the development of social and emotional competences.ABSTRACT The purpose of this article is to study the direct and indirect relationship between brand experience and brand loyalty. The authors propose that the relationship is mediated by affective commitment. A survey-based quantitative approach is used to test the hypotheses based on the proposed theoretical model that delineates the relationships between brand experience, affective commitment and brand loyalty. The data were collected using traditional pen and paper as well as online surveys and were analysed using Structural Equations Modelling. The analysis suggests that affective commitment mediates the relationship between brand experience and brand loyalty for all three product categories that were studied (cars, laptops and sneakers). The article extends the understanding of the brand experience construct by studying its infl uence on brand loyalty and also by incorporating affective commitment as a mediating variable. In our sample, the fi ndings support the fact that developing brand experience infl uences customer loyalty only through affective commitment.

y * This version of the article has been accepted for publication and undergone full peer review but has not been through the copyediting, typesetting, pagination and proofreading process, which may lead to differences between this version and the publisher's final version AKA Version of Record.

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