NDLI: The Impact of Consumer Experience on Brand Loyalty : The Mediating Role of Brand Attitude

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The Impact of Consumer Experience on Brand Loyalty : The Mediating Role of Brand Attitude

Content Provider	Semantic Scholar
Author	Rajumesh, Sivarajah
Copyright Year	2014
Abstract	The objective of this study is to explore the direct and indirect influence of brand experience on brand loyalty and brand attitude. The study involves in selecting fast moving consumer goods category as the sample product. The study used convenient sampling techniques to collect the data. A total of 280 questionnaires distributed to the randomly selected participants, who are residing Jaffna District in Sri Lanka, and a sum of 232 usable questionnaires received. Multiple regression analyses were conducted to assess each component of the proposed mediation model. First, it was found that brand experience was positively associated brand loyalty (B = .50 t = 13.52, p = .001). It was also found that brand experience was positively related to brand attitude (B = .55, t = 20.85, p = .001). Lastly, results indicated that the mediator, brand attitude, was positively associated with brand loyalty (B = .74, t = 12.74, p = .001). Results of the mediation analysis confirmed the mediating role of brand attitude in the relation between brand experience and brand loyalty (B = .41; CI = .32 to .49). In addition, results indicated that the direct effect of brand experience on brand loyalty became significant (B = .09, t = 2.17, p = .03) when controlling for brand attitude, thus suggesting partial mediation. This result can assists to the managers to take decision regarding the investment in relations to brand experience and brand attitude related aspects to create loyal customers, which in turn will lead to competitive advantage. This model limited to brand experience, and brand trust as antecedent to brand loyalty and the consequence of brand experience is limited to trust and brand loyalty, future researchers can incorporate the brand attachment and brand involvement as antecedent and customer satisfaction and commitment as possible consequences to achieve more clear idea about the importance of these factors.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://www.irjcjournals.org/ijmssr/Jan2014/12.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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