How brand experience, satisfaction, trust, and commitment affect loyalty: a reexamination and reconciliation

Beichen Liang ()
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Beichen Liang: East Tennessee State University

Italian Journal of Marketing, 2022, vol. 2022, issue 2, No 3, 203-231

Abstract: Abstract This study investigates how brand experience, satisfaction, trust, and commitment influence brand loyalty. The results show that when these drivers separately affect brand loyalty, brand satisfaction and brand trust have a stronger effect on attitudinal loyalty than on behavioral loyalty, while brand experience and brand commitment have a stronger effect on behavioral loyalty than on attitudinal loyalty. When they are combined, however, their effects on brand loyalty are at least partially mediated. Moreover, brand satisfaction has the strongest effect on attitudinal loyalty, and brand commitment has the strongest effect on brand loyalty, whether they separately or jointly affect brand loyalty. Finally, research and managerial implications and limitations are also discussed.

Keywords: Brand loyalty; Brand experience; Brand satisfaction; Brand trust; Brand commitment (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s43039-021-00042-9

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