Analysis Of Brand Experience And Brand Satisfaction With Brand Loyalty Through Brand Trust As A Variable Mediation (original) (raw)
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Analysis of Brand Experience, Brand Satisfaction and Brand Trust Relationship to Brand Attachment
Jurnal Ilmu Manajemen & Ekonomika
In this modern age, people are required to have a high social mobility. The increasing number of private cars is resulted from the growing number of middle class in Indonesia. The main focus of this study was to analyze the effect of brand experience, brand satisfaction, brand trust towards brand attachment. this research is classified as descriptive analysis method to take samples and questionnaire as the main tool. The sample was 150 BMW users, especially those who have a BMW car in Jakarta. Respondents were selected using non probability sampling techniques and sampling convince. The results of analysis using structural equation model (SEM) found evidence for following relationships: brand experience significant positive effect on brand satisfaction, but it is not significant on brand trust. It has also found that brand satisfaction has significant positive effect on brand trust and brand attachment. However, brand satisfaction is found not having significant positive effect on ...
2018
This study examines the influence of brand experiende and customer satisfaction on customer loyalty through brand trust as an intervening variable. This study was conducted to 166 customers of PT Bank Rakyat Indonesia (Persero) Tbk as the samples. We employed Structural Equation Modeling (SEM) by using AMOS 24 as the data analysis software package. The results showed that brand experience and customer satisfaction have a positive and significant effect on brand trust. Brand trust and brand experience have a positive and significant effect on customer loyalty. However, the result found that brand experience has no significant direct effect on customer satisfaction. Customer satisfaction also has insignificant impact on customer loyalty. Furthermore, some limitations and future study are discussed
Mediterranean Journal of Social Sciences, 2014
Brand is not only a name but it is a representative of a product class. Sometimes, a product's name is embedded in consumers' minds so firmly that consumers forget it is only a name and view it as equal to a product and service. Brands are considered as being very important in market. They are joints between consumers and companies. Loyalty to a brand is created when a customer believes that a brand reflects some aspects of his or her perception. If a brand establishes symbolic relationship with customers, they will be attracted to the brand and trust in the brand and become loyal to it. They will buy the product and believe in its supremacy. The present research tries to investigate the impacts of brand experience on satisfaction with brand and brand experience on trust in brand and in general, it investigates the impacts of brand purchase involvement, brand trust, satisfaction with brand and brand experience on loyalty to brand. The present research is a descriptive study and simple random sampling method was used to pick sample members. 282 questionnaires were collected. Structural equations modeling method was used to analyze data. PLS software was used for analysis because data distribution was not normal. Results showed that brand experience has direct influence on satisfaction with brand, trust in brand and loyalty to brand. Further, satisfaction with brand, trust in brand, pleasure with brand purchase and brand symbolic value have direct impacts on loyalty to brand.
The Influence of Brand Trust and Customer Satisfaction on Customer Loyalty by SEM
2013
The purpose of this research is to investigate the relationship of customer satisfaction and brand trust on customer loyalty. A total of 320 questionnaires were distributed to Iranian Automobile consumers. The survey was distributed at Mahshahr and Abadan cities in Iran). 25-items scale was taken into account for brand trust(8items), customer satisfaction(8-items)and customer loyalty(9-items).construct with a five likert scale ranging from1(strongly disagree)to 5(strongly agree). The proposed relationships have been tested using structural equation Modeling (SEM) with lisrel. The research results showed that there is positive and significant relationship between customer satisfaction and brand trust on customer loyalty. The objective of the analysis to find out whether is significant relationship between the variables. Results from the survey showed that the relationship between brand trust and customer loyalty is positive and also there is a positive relationship between customer s...
Brand Experience towards Brand Loyalty with Brand Trust as Mediation variable
Sustainable Competitive Advantage, 2020
This paper aims to determine the effect of the Samsung Smartphone brand experience on brand loyalty by using brand trust as a mediating variable in Banyumas Regency. Manufacturers are required to have a plan to create consumer-brand relationships because it becomes the focus of branding theory in recent years. The research data will be analyzed by SEM AMOS using random sampling. The results of this study are expected to give practical and theoretical implications for the field of management, particularly those three variables that examined in the study.
Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty
İktisadi ve İdari Bilimler Dergisi
This study aims to examine the direct and indirect effects of brand experience on consumer satisfaction, brand trust and brand loyalty. It also aims to put forth a model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product categories. Convenience sampling technique was used to gather data from 1200 respondents. A total of 1102 valid questionnaires were used for analysis where structural equation modelling was used for analysis. Findings revealed that brand experience directly and positively affected consumer satisfaction, brand trust and brand loyalty. In addition, it was found that brand experience had an indirect impact on brand loyalty through both consumer satisfaction and brand trust. More specifically, it was found that the effect of brand experience on consumer satisfaction and brand trust was much more powerful than its direct effect on brand loyalty. On the other hand, in terms of total effects, it was seen that brand experience had a greater effect on brand loyalty by itself than the total effects of consumer satisfaction and brand trust combined. The empirical results indicate that brand experience has a direct effect on consumer turst. This study highlights the direct and indirect effects of brand experience on brand loyalty directly and through the mediating roles of consumer satisfaction and brand trust.
Journal of Education and Social Studies
This study illuminates the mediating mechanisms of brand trust (BT) and brand affection (BA) in shaping the relationship between brand experience (BE) and brand loyalty (BL) among Pakistani automobile users, enabling marketers to improve customer loyalty and brand strategies based on the Stimulus, Organism, Response (S-O-R) theoretical model among automobile users in Pakistan. A standardized questionnaire is used to acquire quantitative data from 258 Pakistani car owners. Brand experience significantly improves BT, BA, and BL. BE and BL are also mediated by BT and BA. BT mediates the relationship between BE and BL better than BA. The study emphasizes BT and BA as mediators between BE and BL, notably in Pakistan's automobile industry. The study suggests that Pakistani automakers should establish BT and BA to maximize customer retention and revenue. The data was analyzed using structural equation modeling (SEM). BE increases BT, BA, and BL. BE and BL were mediated by BT and BA. Th...
BRAND TRUST AND BRAND LOYALTY, AN EMPIRICAL STUDY IN INDONESIA CONSUMERS
Brand loyalty has become an important issue in marketing. There are many research has been conducted to examine this issue. Brand loyalty is part of relationship marketing. In the theory of relationship marketing, there is a strong correlation between brand loyalty, trust in a brand and commitment. This research analyses the effects of brand reputation, brand predictability, brand satisfaction, brand liking, brand experience, trust in the company and brand competence to brand loyalty, with trust in a brand as a mediating variable. This model use a model proposed by Lau and Lee (2000). Lau and Lee (2000) use this model to measure consumer's loyalty in a low involvement product. This research uses a different setting. My setting is in a high involvement product, which is cellular phone consumer. This research uses non-random sampling methods (convenience sampling) in order to gain data. I collect 150 respondent, but only 134 questionnaires are complete. After conduct an out layer test I have only 109 respondent left to analyze. To analyze the data, this research uses hierarchical regression analyses. The result shows that only to variables have significant effect to brand loyalty, they are consumer's trust in a company and brand satisfaction. While, the hypotheses that trust in brand is a mediating variable is support. The managerial implications of this research are, first, a company which produces a high involvement product must conduct an effective marketing communication with their costumer. Second, a company should increase their service so that consumer's will satisfy with their brand.
Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur
Journal of Sociological Research, 2014
Brand Loyalty is the only tool for any company to survive in a severe competition. Brand helps in creating relationship between consumer and producer. In this research we study and investigated the effect of service quality, perceived quality, perceived value, brand trust and customer satisfaction on brand loyalty. The service quality, perceived quality and value were determined to be input variables; brand trust and customer satisfaction were determined to be intervening variables; and brand loyalty was determined to be the output variable. Conceptual model was designed to explain the factors on brand loyalty. Our study based on a self-administered survey that was conducted in Bahawalpur setting. Data were collected from the randomly selected 150 Hewlett Packard product consumers. Our study results provide a better understanding about brand loyalty among customers for companies to analyse and part played by each element in the progress of brand loyalty. Moreover it highlights the crucial role played by affective elements.
2012
The purpose of this study is to develop a comprehensive model that combines brand satisfaction, brand trust and brand attachment perspectives on brands and demonstrate how affect current and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that brand satisfaction is affected by directly by brand trust, current purchase and indirectly by brand attachment. Brand trust is affected by directly by brand attachment and indirectly by future purchase. In contrast, brand attachment is affected by current purchase and future purchase. And finally current purchase is affected by directly by future purchase. The present study did not examine feedback effects and only included consumer categories, no individual differences variables. As such, these researchers recommend that future research examine feedback effects and include additional consumer categories, B2B categories and individual...