The Role of Event in Building Brand Satisfaction, Trust and Loyalty of Isotonic Drink

Abstract

Event is able to communicate the best experience possessed of a brand to consumers so that they are able to recall the brand in a long time that led to the formation of trust, satisfaction and loyalty towards the brand. This study shows that a brand activation event has positive effect on brand trust and brand satisfaction, and brand experiences has positive effect on brand satisfaction and brand loyalty. Affective dimensions of brand in brand experience should be strengthened in an event to make consumers increasingly believe in a brand and promoted to be loyal to the brand. The presence of affective dimensions in brand experience is very influential to strengthen customer confidence in the brand which leads to increase loyalty towards the brand.

Brand Activation: A Review on Conceptual and Practice Perspectives

“…Brand experience was identified as one essential component of brand activation which leads to consumer brand satisfaction and brand trust (Marist et al, 2014). The Persuasive Communication Theory of Ajzen (1992) suggests if a marketing promotional tool is persuasive in nature, it will make a room of creating trust and loyalty.…”

“…Brand trust is the consumer's average belief about a brand to satisfy the expected outcomes from the brand itself (Chaudhuri & Hoibrook, 2001); and it raises within the notion of brand evaluation ( Dissanayake & Ismail, 2015). Supportively, brand activation is explained within persuasive marketing communication referring it makes customers influenced to respond marketing message reinforced by the content of respective brand activation programs (Marist et al, 2014;Mu, 2017). Thus, future studies may work on persuasive communication theory to frame empirical studies in examine how brand activations result trust and loyalty.…”

“…Celebrities in brand activation for services including telecommunication and insurance sector of Sri Lanka had been figured out as another practice-related evidence of brand activations (Dissanayake, 2015). Brand activations do create consumer experience (Marist et al, 2014). Unilever uses brand activation as one of the main consumer experience creators for the brand "Lifebuoy" via a program activated as a hygiene promotion activation educating consumers about product usage and benefits (Unilever, 2008).…”

“…It refers that brand activation is a persuasive marketing promotional tool which could enhance consumer trust and loyalty (Marist et al, 2014;Liembawati et al, 2014;Saeed et al, 2015). According to Saeed et al (2015), brand activation could be mainly classified in to five main perspectives as Discovery, at this level the marketers needs to identify the brand and its attributes, who the customer is and what their needs are.…”

“…Brand needs such connective stimulus to create relationship or brand bond with the respective target customers. As per Jackson (2013), events can be used as a tool in order to develop consumer relationship for a better understanding among consumer and the business entity and event is one of the main components comes under the umbrella of brand activation (Marist, Yuliati & Najib, 2014).Brand Activation arose in the field of Marketing and Communication as a mechanism of consumer experience enhancer (Liembawati, Dharmayanthi, Karina, Pemasaran, Petra, & Siwalannkerto, 2014). According to Alberts (2009), activation is a process of activating consumers which enhance consumer interest, trial and loyalty.…”