The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands

Marketing

The main aim of this paper is to study the impact of brand experience on determining customer/brand loyalty. The current researchers propose that the brand experience and affective commitment has a positive effect on brand loyalty and that the relationship is mediated by affective commitment. A survey-based quantitative approach is used to test the hypotheses based on the prior study, that also delineates the relationships between brand experience, affective commitment, and brand loyalty. The data were collected using pen and paper version of a survey and were analyzed using reliability analysis. The analysis suggests that affective commitment mediates the relationship between brand experience and brand loyalty for one product category that was studied (smartphone). The study extends the understanding of the brand experience construct by studying its influence on brand loyalty and also by incorporating affective commitment as a mediating variable. In our sample, the findings support the fact that developing brand experience influences customer loyalty only through affective commitment.

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