Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty

Dhananjay Bapat and Jayanthi Thanigan

Global Business Review, 2016, vol. 17, issue 6, 1357-1372

Abstract: The purpose of this article is to explore the impact of brand experience dimensions on brand evaluation and brand loyalty. The study used convenience-sampling technique and measured the relationship between brand experience dimensions, overall brand evaluation and brand loyalty. Factor analysis confirmed that brand experience has two major dimensions: emotional brand experience and cognitive brand experience. Using structural equation modelling, the study reveals that emotional and cognitive brand experience dimensions affect brand evaluation, and brand evaluation influences brand loyalty. With the increased importance of brand experience, marketers need to understand various dimensions of brand experience and find how it influences other brand variables. With the growing importance to brand experience dimensions, the study will add value to the existing literature. The current study from the Indian context would benefit both academia and marketing managers. Future researchers can test the model for a specific set of products/service categories and specific set of customers. Researchers can also explore the relation among various brand experience dimensions and other brand constructs.

Keywords: Brand experience; brand evaluation; brand loyalty; emotional brand experience; cognitive brand experience (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:17:y:2016:i:6:p:1357-1372

DOI: 10.1177/0972150916660401

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