Influence Of Brand Experience Research Articles

THE INFLUENCE OF BRAND EXPERIENCE AND BRAND PERSONALITY ON BRAND LOYALTY THROUGH BRAND LOVE

This research investigates the direct effect of brand experience and brand personality on brand love. It determines the immediate impact of brand experience, brand personality, and brand love on brand loyalty, as well as the indirect influence of brand experience and brand personality on brand loyalty through brand love for Avoskin skincare. This study used the path analysis method, and data collection was done using a questionnaire distributed online using google forms. The questionnaires collected are 160 respondents using the purposive sampling method as the sample collecting technique. From the results of the study, it was found that brand experience and brand personality have a positive effect on brand love. Brand experience and brand love positively affect brand loyalty, while brand personality does not affect brand loyalty. Brand experience and brand personality have a positive impact on brand loyalty through brand love. Therefore, Avoskin needs to increase brand experience and brand love because consumers who have positive experiences and high love for the brand can make repeat purchases and have a high level of loyalty to the brand.

Experience in Intention to Buy: Engagement as a Mediation in Retail Skincare Product

The emergence of the number of skincare cosmetic retailers in Salatiga, Central Java, is one of the factors in which the percentage of women who are aware of the importance of skin health is increasing, especially since the causes of skin problems are currently various. It makes one of the retailers in Salatiga, namely G&G skin care cosmetics store, need to strengthen relationships with their customers to survive and achieve business excellence amid a competitive skincare market. This research was lifted from the curiosity of researchers regarding the significant influence of brand experience on the intention to buy products through G&G stores by using brand involvement as mediation. Data collection was carried out by distributing questionnaires to 100 respondents who had made purchases at G&G cosmetics retail at least once. The sample used in this research is judgmental sampling. The structural Equation Modeling (SEM) method with Partial Least Square (PLS) was applied in this study. Then, the result of this study shows that brand experience has a significant effect on the intention to buy a product, with the three indicators of brand involvement as mediation. Moreover, the results also show that G&G retail skincare brands need to increase their activation in brand engagement to attract and maintain relationships with their consumers in the long term.

Analysis of The Influence of Brand Experience, Brand Communication, Brand Trust, And Satisfaction On Brand Loyalty

The purpose of this research is to know the influence of Brand experience, Brand Communication, Brand Trust, and satisfaction of Brand Loyalty in Ardiles case study in D.I Yogyakarta. The population of this study is consumers of shoes and sandals Ardiles who have bought in pantes shop. This study uses the SEM-PLS method to measure the relationship and influence between variables in the study who have Brand experience that affect each other on brand brand but the brand experience has no significant effect on Brand Loyalty.

Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening

The purpose of this study was to determine the effect of Brand Experience and Brand Image on Brand Loyalty on Culinary Products Sate Kambing Mas in Kartasura with Brand Trust as an intervening variable in Solo Raya. The research method is explanatory research. In this study, the authors used a quantitative assessment method. This study uses a population of people in Solo Raya who have bought products at Sate Kambing "Mas Di" Kartasura. The data analysis technique in this study used Partial Least Square (PLS) with the help of SmartPLS software. The results of this study Brand experience variables have a positive and significant effect on brand trust. Brand image variables have a positive and significant effect on brand trust. Brand trust variables have a positive and significant effect on brand loyalty. Brand experience variables have a positive and significant effect on brand loyalty. The brand image variable has a positive and significant effect on brand loyalty. The mediation results show that brand trust can positively and significantly mediate between brand experience and brand image on brand loyalty. So there is an influence of Brand Experience and Brand Image on Brand Loyalty in culinary products of mas goat satay in Kartasura with brand trust as an intervening variable in Solo Raya.

Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening

The purpose of this study was to determine the effect of Brand Experience and Brand Image on Brand Loyalty on Culinary Products Sate Kambing Mas in Kartasura with Brand Trust as an intervening variable in Solo Raya. The research method is explanatory research. In this study, the authors used a quantitative assessment method. This study uses a population of people in Solo Raya who have bought products at Sate Kambing "Mas Di" Kartasura. The data analysis technique in this study used Partial Least Square (PLS) with the help of SmartPLS software. The results of this study Brand experience variables have a positive and significant effect on brand trust. Brand image variables have a positive and significant effect on brand trust. Brand trust variables have a positive and significant effect on brand loyalty. Brand experience variables have a positive and significant effect on brand loyalty. The brand image variable has a positive and significant effect on brand loyalty. The mediation results show that brand trust can positively and significantly mediate between brand experience and brand image on brand loyalty. So there is an influence of Brand Experience and Brand Image on Brand Loyalty in culinary products of mas goat satay in Kartasura with brand trust as an intervening variable in Solo Raya.

Effects of customer perceived value, brand experience on brand attachment, brand satisfaction, and word-of-mouth

How to increase positive word-of-mouth of customers for a brand is an interesting question not only for business managers but also for researchers. Based on the consumer value theory, authors try to consolidate the hypothesis “Customer perceived value, brand experience influence on brand attachment, customer satisfaction, and customers’ word-of-mouth in the context of smartphones market in Ho Chi Minh City”. The authors applied the PLS-SEM (Partial Least Squares Structural Equation Modeling) technique to check the impacts of independent constructs on dependent constructs thanks to the information of 230 smartphones users. All hypotheses are confirmed by the results of the research. Such discoveries have both theoretical and practical implications. In theory, it supports the consumer value theory. In practice, enterprises should prioritize to offering more symbolic and emotional values for customers; to use influencers to share their feeling with customers. As a result, enterprises will have effective ambassadors for their brands.

Impact of Brand Experience and Brand Image on Outlet Satisfaction with Energizer Battery Brand

This research aims to examine the influence of brand experience and brand image on outlet satisfaction with the Betarai Energizer brand. The analytical method used is multiple regression analysis with SPSS 23 software in testing hypotheses that have previously been formulated in the problem statement. The research results show that brand experience and brand image have a positive effect on brand satisfaction. Brand experience has a greater influence than brand image on brand satisfaction. This shows that a positive brand experience can increase consumer brand satisfaction more than a positive brand image. Research implications Positive brand experiences and a strong brand image can help increase consumer brand satisfaction and can be important assets for companies in winning market competition. However, it is important to remember that brand experience and brand image must be managed consistently and continuously to maintain consumer brand satisfaction.

The Effect of Brand Experience on Brand Equity and Visit Intentions in Virtual Alfamind Store

<p>Over the past decade, the retail industry has made a systematic transition, with the advent of online and mobile shopping, reshaping consumer behavior and business models around the world. The COVID-19 pandemic has changed consumer behavior in interacting with stores, so consumers will prefer virtual stores. To provide comprehensive empirical evidence for this study, the authors will review literature relevant to brand experience, their brand equity and visit intentions. Therefore, in this study, we will find out whether there is a positive influence of brand experience on brand equity and visit intentions. This study uses quantitative methods. Data was taken using Google Form which was distributed to 50 people for the preliminary study and 200 respondents for the actual research. Data collection was done by using convenience sampling. The data obtained was processed using the SmartPls 3.0 application. The results of this study indicate that there is a positive influence between sensory and brand equity. There is no positive influence between behavior on brand equity. There is a positive influence between emotional on brand equity. There is a positive influence between intellectual and brand equity. There is no positive influence between sensory and visit intentions. There is no positive influence between behavior on visit intentions. There is a positive influence between emotional on visit intentions. There is no positive influence between intellectual and visit intentions. There is a positive influence of brand equity on visit intentions.</p>

Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness

The main purpose of this paper was to explore the effect of social media marketing activities (SMMAs) on brand equity (BEQ) through a moderated mediation analysis of brand experience (BE) and perceived uniqueness (PU) in the banking sector in Bangladesh. Structural equation modeling (SEM) with AMOS 23 was applied to test the research model with a sample of 222 followers of banks on social media. The findings reveal that SMMAs positively and substantially impact BEQ. In addition, BE mediates the association between SMMAs and BEQ. Interestingly, perceived uniqueness was found to have a moderating influence on the link between SMMAs and BE. This study contributes to the extant literature by investigating the mediation influence of brand experience on BEQ in the SMM context. Moreover, to the best of the author's knowledge, this study offers completely novel insight for bank marketers by empirically confirming the moderating role of perceived uniqueness on the robust pathway between SMMAs and BE, which will plug the present research gap and enrich SMM literature.

Analisis Pengaruh Hubungan antara Value Co-creation Terhadap Perilaku Word of Mouth Konsumen Muslim di Indonesia Penggunaan Jasa Telemedicine

The main purpose of this study is to test and analyze the influence of direct effect value co-creation on word of mouth. This study also examines the indirect influence of brand experience and brand love, in the relationship of co-creation on word of mouth. This study used 152 Muslim primary data who used telemedicine services in Surabaya and Bandung during Covid-19. The research data was processed which SEM PLS method to test the development of theory Service Dominant Logic in this research model by value co-creation activities. From the test results, it was found that there was only one hypothesis rejected, this hypothesis is the relationship between brand love and word of mouth, meanwhile other hypotheses were accepted significantly. This explains the phenomenon of Indonesian Muslim who use telemedicine services during the pandemic condition, not come from their relationship with brands. Because of the high collinearity data in this study, so the authors expect that the reader must be careful to interpret the results of this study.

Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic

This study aims to find the antecedents that enhance consumer value and brand loyalty to unmanned coffee shops (UCS) that provide unmanned services during the COVID-19 pandemic. The analysis developed and tested a series of hypotheses based on data collected from 463 customers who had visited UCS in South Korea. The influence of brand experience and perceived product quality on customers’ hedonic and utilitarian values were examined, and the utilitarian values were found to have a significant effect on brand loyalty. This result signifies the importance of brand experience and perceived product quality in inducing consumers’ perceptions of value and brand loyalty in the context of unmanned services. The study’s design and results differ from those of previous brand experience studies on manned stores in the food service industry. Therefore, this study contributes to hospitality literature by applying brand experience theory, which has been applied to research on human and unmanned services. In addition, it makes an important contribution by presenting practical implications for the sustainable management of the food service industry during the COVID-19 era.

A Study of Mobile Short Video Brand Experience on User Loyalty

Purpose – This study examines how to meet the needs of users, improve user satisfaction, form user loyalty, and obtain greater user retention.
 Design/Methodology/Approach – This study selects users on mobile short video platforms as the research object, and conducts research from the new perspective and field of brand experience of short video application, using user loyalty theory as a framework to study the relationship between brand experience, user satisfaction, brand personality, and loyalty to test the mediating role of user satisfaction, and to explain the moderating role of brand personality in each variable.
 Findings – All brand experience positively influences user satisfaction. User satisfaction positively influences user loyalty. Brand experience positively influences user loyalty. User satisfaction plays a mediating role in the relationship between brand experience and user loyalty. Brand personality positively moderates the influence of brand experience on user loyalty. Brand personality positively regulates the mediating role of user satisfaction in the relationship between brand experience.
 Research Implications – The study puts forward some management suggestions and user promotion marketing suggestions for mobile short video companies to gain a place in the short video market.

The Influence of Brand Experience and Customer Satisfaction on Customer Loyalty with Customer Trust as Intervening Variable at Bakery and Cake Shop in Medan

Changes in lifestyle and the trend of increasing people income in Indonesia have changed food consumption preferences, especially in big cities. Especially for food, consumers are now starting to prioritize foods that can be obtained in easy and fun ways, including foods that are classified as baked goods such as breads, cakes and pastries. People with a high level of activity tend to prefer practical food, including baked goods as an alternative choice. As a result of these lifestyle changes coupled with the rapid growth of modern retail outlets that provide a lot of fast food, contributed to the growth of the bakery product industry in Indonesia. The objective of this research was to analyze the influence of brand experience and customer satisfaction on customer loyalty with customer trust as an intervening variable at bakery and cake shop in Medan. This type of research is associative research and the population in this research is Aroma, Mawar and Jofie customer in Medan city with a total sample of 208 respondents. The sampling method used is purposive sampling. Data analysis was carried out through PLS-SEM using the Smart PLS program. The results show that directly brand experience, customer satisfaction and customer trust have a positive and significant influence on customer loyalty, then indirectly brand experience has a positive and significant influence on customer loyalty through customer trust and customer satisfaction has a positive and significant influence on customer loyalty through customer trust. Keywords: Brand Experience, Customer Satisfaction, Customer Loyalty, Customer Trust.

Analisis Pengaruh Brand Experience Terhadap Brand Loyalty Dengan Brand Resonance dan Brand Reputation Sebagai Variabel Intervening

This study aims to determine and analyze the effect of brand experience variables on brand loyalty through brand resonance and brand reputation as an intervening variable for users of the DANA E-Wallet application in Semarang City. The population used in this study are DANA application users who have transacted using the application and are domiciled in the city of Semarang, Central Java. The number of samples used in this study were 100 respondents.In this study, data was collected through distributing questionnaires to selected samples through non-probability sampling techniques with purposive sampling method. Measurement in the questionnaire uses a Likert scale. Five hypotheses were tested using quantitative methods with the data analysis technique used is multiple linear regression which was estimated with the help of computer software in the form of SPSS version 25.The results of the analysis of this study indicate that brand experience has a positive and significant effect on brand resonance, brand experience has a positive and significant effect on brand reputation, brand experience has a positive and significant effect on brand loyalty, brand resonance mediates the effect of brand experience on brand loyalty and brand reputation mediates. the influence of brand experience on brand loyalty.

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Abstract Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.

The Role of Customer Engagement in Mediating the Influence of Brand Experience and Customer Satisfaction on the Customer Loyalty of Full-Service Airline in Indonesia

The Corona Virus Disease-19 (COVID-19) pandemic, which is currently engulfing the entire world, has significantly reduced the number of air travel passengers worldwide. However, the decline in air travel passengers on domestic routes in Indonesia occurred in 2019, one year before the COVID-19 pandemic hit the aviation industry worldwide. The decline in passengers in 2019 can be taken as a signal of weakening demand in the aviation industry in Indonesia. This research was conducted on 233 respondents from the airline "X" as one of the full-service in Indonesia, which has also been affected by the decline in passengers since 2019. The strategy to increase customer retention during the COVID-19 pandemic and the post-pandemic period is an important thing to study, considering that the existing literature on airline customer loyalty has never been carried out under the conditions of the COVID-19 pandemic. Therefore, this study examines customer satisfaction, customer engagement, and brand experience as a combination of antecedent constructs of customer loyalty based on the perception of Indonesian passengers traveling with full-service airlines. The research shows that brand experience has no positive and significant effect on customer loyalty. Meanwhile, customer satisfaction and customer engagement positively and significantly impact customer loyalty. Furthermore, customer engagement can fully mediate the relationship between brand experience and customer loyalty of airline "X". In contrast, customer engagement can partially mediate the relationship between customer satisfaction and customer loyalty.

Pengaruh Brand Experience Terhadap Brand Loyalty Pada Restoran

The purpose of this study is to determine the influence of brand experience towards brand loyalty at Restaurant Pondok 18 Pontianak. This research used quantitative approach. Primary data was collected through direct field survey using questionnaire with 5-point Likert scale and close ended questions. Sample of this research was 100 dine- in customers of Restaurant Pondok 18 Seafood Pontianak: calculated with Slovin formula and collected by random sampling. Data was analyzed with descriptive statistic, correlation, and regression analysis. The result indicates that there was a significant influence between brand experience and brand loyalty with value of 42.3%. Brand experience and brand loyalty also have a strong positive correlation. Furthermore, sensory experience become the most determined brand experience dimension compared to affective, behavioral, and intellectual experience. Meanwhile, attitudinal loyalty shows bigger determinant than behavioral loyalty in term of brand loyalty. Thus, restaurants premises are strongly suggested to improve company logo to enhance customer interest, to ensure having a membership program, and to maintain food quality.
 Keyword: brand experience, brand loyalty, restaurant, sensory experience

Analysis of the Influence of Brand Experience and Customer Satisfaction on Brand Loyalty and Its Implications for Willingness to Pay a Price Premium (Study on Herbalife Product Nutrition Customer in East Lombok, West Nusa Tenggara, Indonesia)

This research aims to find out how Brand Loyalty is affected by Brand Experience, how Brand Loyalty is affected by Customer Satisfaction, how Brand Loyalty is affected by Brand Experience through Customer Satisfaction, how Brand Loyalty affects willingness to pay a premium price. The type of research used is quantitative research with causal methods. The population in this study is Herbalife product consumers in East Lombok, with an unknown population. The number of samples taken as many as 100 people, determination of samples with purposive sampling techniques, and data analysis using PLS analysis with SmartPLS application version 3.0. The results showed that all hypotheses proposed in this study were acceptable and positively and significantly influenced. Customer Satisfaction variables can be a good mediation of brand experience and brand loyalty.

Importance of Customer Perceived Value in Restaurant Businesses: Influence of Brand Experience on Brand Strength and Electronic Word of Mouth

The purpose of this paper is to empirically examine the relationship between brand experience, brand strength, and electronic word of mouth along with mediating role of perceived brand value. A total of 308 responses were generated, using an electronic questionnaire. The data was deductively analyzed using reliability, validity, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results of this study indicate that brand experiences positively influence brand strength and electronic word of mouth. Moreover, the results revealed the partial mediation of customer perceived value in the relationship of brand experience and brand strength and also in the relationship between brand experience and electronic word of mouth. This study explains how restaurants can create electronic word of mouth and increased brand strength through memorable experiences. This study provides insight beyond marketing mix elements, and ad theatrical elements which provide evidence for positive customer value perception increased brand strength, and widely generated word of mouth. The theatrical elements of serving food studied in this research have not been studied before in the context of Pakistani restaurants. Therefore, this study bridges the gap between previous studies.

PENGARUH SALES PROMOTION DAN BRAND EXPERIENCE DALAM MEMBANGUN CUSTOMER E-SATISFACTION PENGGUNA DANA DI KOTA BANDUNG

This research aims to determine (1) the partial influence of sales promotion on the development of customer e-satisfaction, (2) the partial influence of brand experience on the development of customer e-satisfaction, as well as (3) the influence of sales promotion and brand experience simultaneously on the development of DANA customer e-satisfaction in Bandung City. Sales Promotion and Brand Experience are two factors that can influence the development of Customer E-Satisfaction. This research was conducted by distributing questionnaires to 100 respondents who are DANA app users, domicile in Bandung City. Researcher was using quantitative method with correlation analysis and multiple linear regression techniques, while for the hypothesis testing researcher was using coefficient of determination test (R2), T test and F test. The results show that there are a partial and simultaneous influences between Sales Promotion and Brand Experience on the development Customer E-satisfaction.
 
 Keywords : Sales Promotion, Brand Experience, Customer E-satisfaction.