Construing loyalty through brand experience: The mediating role of brand relationship quality

Abstract

The article proposes a model that extends the Brand Relationship Quality literature by bridging a gap concerning the mediating effect of this construct on Brand experience – Brand loyalty linkage. A survey-based quantitative approach of 306 respondents at consumers of perfume and bath soap is used to test the hypothesis. The analysis emphasizes that, when considering Brand Relationship Quality in the model, there is no direct impact between brand experience and brand loyalty for either category, with a full mediation effect. Moreover, we highlight in our sample that developing brand experience can influence Brand Relationship Quality. Brands need to invest in relationship quality to transform experience into loyalty. We also find that these results are invariant for both product categories.