Brand Engagement, Brand Loyalty and Brand Satisfaction: Explanatory Role of Online Experience

Abstract

The trend of online buying is increasing in Pakistan, however, majority of the online buyers are not happy with their online buying experience because of poor handling by the brands. Given that, this study argues that by creating more meaningful relations with customers (i.e. employee brand engagement) brands may have their loyalty and satisfaction. Therefore, this study aims at identifying the mediating impact of online brand experience between the association of customer brand engagement with brand satisfaction and brand loyalty. Considering this generic issue across the country, this study collected 190 responses from the people belonging to different walks of life including students, professionals, and business-personnel with the experience of online shopping. The findings of the study confirmed a partial mediating role of online brand experience between the association of customer brand engagement with brand satisfaction and brand loyalty. Practically, the significance of customer engagement in the E- commerce sector can be examined via this research and the entrepreneurs may enhance the level of customer brand engagement in the online selling which causes a habitual impact on the brand experience, sensations, feelings, cognitions and behavioral responses of the customers towards an online brand/store.