Authors: Jean Paolo G. Lacap and Antonieta P. Tungcab
Year: 2020, Volume 20 Number 3
The study investigates the influence of brand experience on brand loyalty and the mediating effects of two constructs—brand satisfaction and brand trust. The participants of the study were identified using a convenience sampling technique, and they were mobile phone users situated in Pampanga, Philippines. The study employed a predictive-correlational research design and used partial least squares (PLS) path modeling to measure the research hypotheses. It was found out that brand experience significantly and positively influences brand satisfaction, brand trust, and brand loyalty. Moreover, brand satisfaction was found to be statistically related to brand loyalty and brand trust. The relationship between brand trust and brand loyalty was also positive and significant. The mediation analysis shows that brand satisfaction and brand trust mediate the link between brand experience and brand loyalty.
Keywords: brand, PLS-SEM, brand experience, brand loyalty, mediation analysis