A Structural Model Of The Impact Of Brand Experience On Brand Loyalty Through Customer Satisfaction

Narimane Gouacem and Hacen Attallah
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Narimane Gouacem: University of Saida (Algeria)
Hacen Attallah: University of Saida (Algeria)

IJEP, 2021, vol. 4, issue 01, 292-307

Abstract: The purpose of this paper is to investigate the relationship between brand experience and brand loyalty, and the effect of customer satisfaction as a mediator. The proposed research model is analyzed using a survey of 231 customers of the Algerian service brand Mobilis. The results indicate that brand experience has an indirect effect on brand loyalty through customer satisfaction who mediates the relationship between the two variables.

Keywords: Brand experience; Brand loyalty; Customer satisfaction; SEM (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bjm:ijep00:v:4:y:2021:i:01:id:182

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