The Effect of Brand Experience on Brand Love through Brand Trust, Satisfaction, and Identification: A Focus on Korean Cosmetic Brand Shops

Abstract

Purpose–This study explores how the entire brand experience, including the sensory, affective, intellectual, and behavioral aspects of Korean cosmetics brand shops influence brand love involving passion, intimacy, and commitment, which are three factors consisting Sternberg’s (1986) triangular theory of love. Design/methodology/approach–This study collected data by conducting a survey of 557 consumers who have experience using cosmetic brand shops to examine the relationship between variables (i.e. Brand Experience, Brand Identification, Brand Love, Brand Trust, Brand Satisfaction). Findings–According to the analysis, in the relationship between brand experience and brand love for cosmetics brand shops, brand experience influenced brand satisfaction and trust. It was confirmed that brand satisfaction influenced trust, but not brand identification or brand love. On the other hand, brand trust is found to influence brand identification and brand love. Brand identification is found to have positive influence on brand love. Research implications or Originality–The results of this study can be seen to further develop previous studies related to brand experience and brand love. This study also suggests the necessity of various marketing strategies for cosmetic companies to make their brand shops loved by consumers.