Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

Abstract

This article critically examines consumer-brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brand loyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed.

Advances in National Brand and Private Label Marketing

“…Brand trust is developed over time through familiarity/prior experience with the brand, and bears upon the intention to buy the products from that brand Ramaseshan and Stein 2014;Zboja and Voorhees 2006). Brand trust is developed over time through familiarity/prior experience with the brand, and bears upon the intention to buy the products from that brand Ramaseshan and Stein 2014;Zboja and Voorhees 2006).…”

Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda

“…Meanwhile, Jain et al (2017) distinguished three value creation stages in regard to customer experience: value in pre-use, value in use and value in post-use. Ramaseshan and Stein (2014) also specify that a consumer's experience with a brand is influenced by several brand clues, such as product design, identity, packaging, distribution, locations and marketing communications. This approach is built on the foundation that consumers "consume" and continually experience a series of multisensory interactions between them and firms at every touchpoint from pre-purchase through to post-purchase stages.…”

“…Thus, if a brand betrays the consumer, the consumer-brand relationship becomes similar to a relationship cut-off (Aaker et al, 2004;Grégoire et al, 2009;Johnson et al, 2010). Instead, providing unique and memorable experiences allows firms to make stronger consumer-brand relationships and increase the success of performance outcomes (Chang & Chieng, 2006;Ramaseshan & Stein, 2014).…”

Consequences of the Brand´s Experience in Consumers of Smartphones Sector

“…Currently, customers don't buy only products and services, but they also buy brand experiences (Ramaseshan & Stein, 2014), receiving a great deal of attention from researchers in conjunction with their increased use by the companies (Palmer, 2010). Customers interact increasingly with companies through various points of contact making the customer experience of more social nature.…”

“…The growth in the use of cellular telephones has increased the options of choices for customers, making the creation of brand experiences an important strategy of differentiation in the market (Ramaseshan & Stein, 2014).…”