EXPLORING THE SERIAL MEDIATION OF MOBILE APP ENGAGEMENT AND SELF BRAND CONNECTION IN THE RELATIONSHIP BETWEEN BRAND EXPERIENCE AND LOYALTY TOWARDS BRAND

Zia-Ur-Rehman, Muhammad Razzaq Athar, M. Mohsin Shahid, Malik Muhammad Faisal and Mareum Shehzadi
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Zia-Ur-Rehman: Assistant Professor, University Institute of Management Sciences, PMAS-Arid Agriculture University, Rawalpindi, Pakistan
Muhammad Razzaq Athar: Assistant Professor, University Institute of Management Sciences, PMAS-Arid Agriculture University, Rawalpindi, Pakistan
M. Mohsin Shahid: MS Scholar, University Institute of Management Sciences, PMAS-Arid Agriculture University, Rawalpindi, Pakistan
Malik Muhammad Faisal: Assistant Professor, Ghazi University, Dera Ghazi Khan, Pakistan
Mareum Shehzadi: MS Scholar, University Institute of Management Sciences, PMAS-Arid Agriculture University, Rawalpindi, Pakistan

Bulletin of Business and Economics (BBE), 2022, vol. 11, issue 2, 20-30

Abstract: This study attempts to show the effect of brand experience which is taken as independent variable of system and mobile app engagement plays as a serial mediator role in the current study. Self-brand connection and loyalty towards brand are dependent variable. The purpose of this study is to evaluate and explore the serial mediation of mobile app engagement & self-brand connection in the relationship between brand experience and loyalty towards brand, to investigate impact of brand experience on mobile app engagement, self-brand connection and loyalty towards brand, to study direct impact of self-brand connection on loyalty towards brand and to examine impact of mobile app engagement on self-brand connection and loyalty towards brand. Consequently, smart PLS was used to occupy structural equation modeling to explore measurement model and hypothesis testing. Smart PLS 3.3 and SPSS are used in current study. A convenient sampling of 390 respondents from Rawalpindi and Islamabad is selected for the study. Findings of this study confirm that brand experience, loyalty towards brand and self- brand connection had a significant impact on online shopping experience through mobile app engagement. The results of this current study further indicate that all variables have a positive influence so through mobile app organizations should adopt fundamental strategies for customer loyalty and remain self-connected with them and give them positive pleasure experiences. The current study provides theoretical contribution with the view of task technology fit theory and self-determination theory. In addition, framework can be used for future analysts to get better understanding of brand experiences, loyalty towards brand and self-brand connection.

Keywords: Brand Experience; Mobile App Engagement; Self-Brand Connection; Customer loyalty towards Brand (search for similar items in EconPapers)
JEL-codes: M15 M30 M31 M37 (search for similar items in EconPapers)
Date: 2022
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