Domino Effect of Brand Experience, Brand Passion, and Brand Image on Brand Commitment

Faheem Ahmad Khan, Muhammad Umer Quddoos, Ammara Akram and Arslan Ahmad Siddiqi

Sustainable Business and Society in Emerging Economies, 2025, vol. 7, issue 1, 159-172

Abstract: Purpose: Knowledge about the paybacks of branding is now becoming imperative for marketing managers, given the impact of this concept on the creation of consumers’ opinions and views. Brands are the requisites that aid firms in creating additional value for the customers and help in developing a sustainable competitive advantage. The study aims to recognize the direct and indirect effects of brand experience on brand commitment through the mediating effects of brand passion and brand image to clarify the relationship between brand experience and brand commitment in the context of smartphone brands.Design/Methodology/Approach: The data were collected from 405 smartphone users. Structural equation modeling was used to test research hypotheses.Findings: The findings indicate that brand experience has a positive effect on brand commitment, while brand passion and brand image mediate between the dependent and independent variables. These findings offer valuable insights and suggestions for marketing managers in developing strategies to foster brand commitment. Lastly, limitations and future research directions are provided to assist researchers.Implications/Originality/Value: This study illustrates the two mediating roles that BP and BI play in the links between BE and BC to better understand the processes that shape consumers' BC, especially in the smartphone market.

Keywords: Brand Experience; Brand Passion; Brand Image; Brand Commitment (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://publishing.globalcsrc.org/ojs/index.php/sbsee/article/view/3357/1859 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:src:sbseec:v:7:y:2025:i:1:p:159-172

DOI: 10.26710/sbsee.v7i1.3357

Access Statistics for this article

More articles in Sustainable Business and Society in Emerging Economies from CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan Contact information at EDIRC.
Bibliographic data for series maintained by Dr Rana Muhammad Adeel Farooq ().