THE EFFECTS OF BRAND EXPERIENCE ON BRAND LOYALTY MEDIATED BY BRAND PASSION, SELF-BRAND CONNECTION, BRAND AFFECTION, AND CUSTOMER SATISFACTION ON SMARTPHONE USERS IN INDONESIA
DOI:
https://doi.org/10.26418/jebik.v11i1.48516Keywords:
brand experience, brand loyalty, brand passion, self-brand connection, brand affection, customer satisfactionAbstract
This study examines the impact of brand experience on brand loyalty with the mediation effect of brand passion, self-brand connection, brand affection, and customer satisfaction of smartphone users in Indonesia. This study used a sample of 259 respondents who have been using smartphones for at least two years. The data was obtained using purposive sampling by filling out an online questionnaire. Data analysis generated by Structural Equation Modeling (SEM). The results of this study show that brand experience has little impact on brand loyalty. However, brand experience has a positive influence on brand loyalty if it is mediated by brand passion, self-brand connection, brand affection, and customer satisfaction. The implication of this study argues that it is better for companies engaged in the smartphone industries can pay attention to the role of brand passion, self-brand connection, brand affection, and customer satisfaction as factors that can mediate brand experience to increase the tendency of brand loyalty. Companies should enhance the focus, not only on the visual and feature but also the emotional indicators so that the customer could have a good experience to become a loyal one.
JEL: M30, M31, M39.
References
Aaker, D. A., & Express, A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102–120.
Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904–909.
Bettencourt, L. A., & Gwinner, K. (1996). Customization of the service experience : the role of the frontline employee. International Journal of Service Industry Management, 7(2), 3–20.
Bilal, M. (2018). Impact of smartphone brand experience on brand equity With mediation effect of hedonic emotions. Journal of Islamic Marketing, 10(2), 440–464.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68.
Choi, B., & Kim, H. S. (2020). Online customer-to-customer interactions, customer–firm affection, firm-loyalty and participation intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1717–1735.
Das, G., Agarwal, J., Malhotra, N., & Varshneya, G. (2018). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95, 479–490.
DeBlasio, D. (2020). Now Is the Time to Build Strong Customer Connections | Sponsored Content - Insider Intelligence Trends, Forecasts & Statistics. EMarketer. https://www.emarketer.com/content/now-is-the-time-to-build-strong-customer-connections-sponsored-content
Delgadoâ€Ballester, E., & Luis Munueraâ€Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389.
Farooq, M., Muhammad, S., & Qadir, A. (2019). Measuring and Comparing the Desired and Actual Service Quality of Pakistan Measuring and Comparing the Desired and Actual Service Quality of Pakistan International Airline. Journal of Social Sciences Research, 5(2), 484–490.
Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product and Brand Management, 28(2), 274–286.
Flint, D., Blocker, C., & Boutin Philip, J. (2011). Customer Value Anticipation, Customer Satisfaction and Loyalty: An Empirical Examination. Industrial Marketing Management, 40(2), 219–230.
Gunawan, A. (2019). 7 Smartphone Cina Terbaik 2019 dari Berbagai Aspek, Layak Kamu Miliki. IDN Times. https://www.idntimes.com/tech/gadget/arifgunawan/smartphone-cina-terbaik-2019-ini
Hair Jr., J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis (A. Ainscow (ed.); Eighth, pp. 95–120). Andover: Cengage Learning.
Hemsley-Brown, J., & Alnawas, I. (2016). Service Quality and Brand Loyalty: The Mediation Effect of Brand Passion, Brand Affection and Self-Brand Connection. International Journal of Contemporary Hospitality Management, 28(12), 2771–2794.
Henriawan, D., & April, U. S. (2015). Pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan. Jurnal Komunikasi, 8(1), 71–82.
Hussein, A. S. (2018). Effects of brand experience on brand loyalty in Indonesian casual dining restaurant: Roles of customer satisfaction and brand of origin. Tourism and Hospitality Management, 24(1), 119–132.
Hwang, J., & Hyun, S. (2011). The Antecedents and Consequences of Brand Prestige in Luxury Restaurants. Asia Pacific Journal of Tourism Research, 17, 1–28.
Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.
Ilmupedia. (2018). 5 Alasan Kenapa Orang Indonesia Mulai Menyukai iPhone | Ilmupedia.co.id. https://ilmupedia.co.id/articles/orang-indonesia-suka-iphone/full
Jones, M., & Suh, J. (2000). Transaction-Specific Satisfaction and Overall Satisfaction: An Empirical Analysis. Journal of Services Marketing, 14, 147–159.
Kang, J., Manthiou, A., Sumarjan, N., & Tang, L. (Rebecca). (2017). An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry. Journal of Hospitality Marketing & Management, 26(1), 1–22.
Kataria, S., & Saini, V. (2019). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62–87.
Kayani, M. B., Muhammad, A., & Ali, M. (2020). A Study of Customer Satisfaction and Customer Loyalty in the Restaurant and Hotel Industry of Pakistan. Global Journal of Emerging Sciences, 1(2), 137–151.
Khan, I., & Rahman, Z. (2015). A Review and Future Directions of Brand Experience Research. International Strategic Management Review, 3, 1-14.
Maffezzolli, E., Semprebon, E., & Prado, P. (2014). Construing loyalty through brand experience: The mediating role of brand relationship quality. Journal of Brand Management, 21(5), 446–458.
Mostafa, R. B., & Kasamani, T. (2020). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051.
Nawastha, C. H., & Alversia, Y. (2020). Pengaruh Customer Engagement di Media Sosial terhadap Brand Intimacy pada Produk Fashion Lokal Indonesia The Influence of Customer Engagement in Social Media Towards Brand Intimacy to Indonesian Fashion Local Products. Jurnal Manajemen Dan USahawan Indonesia, 43(2), 1–15.
Oliver, R L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (Second). Oxon: McGraw Hill. https://books.google.co.id/books?id=iCeQQgAACAAJ
Oliver, R L. (1999). Whence consumer loyalty? Journal of Marketing, 63(SUPPL.), 33–44.
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774.
Pourazad, N., Stocchi, L., & Pare, V. (2020). The power of brand passion in sports apparel brands. Journal of Product and Brand Management, 29(5), 547–568.
Rather, R. A., Tehseen, S., & Parrey, S. . (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing, 22(3), 321–339.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301.
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67.
Schmitt, B. (2013). The consumer psychology of customer–brand relationships: Extending the AA Relationship model. Journal of Consumer Psychology, 23, 249–252.
Schmitt, B., Joško Brakus, J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166–171.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business (Seventh). Chichester: John Wiley & Sons. www.wileypluslearningspace.com
Susanty, A., & Kenny, E. (2015). The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks. ASEAN Marketing Journal, 7(1), 14–27.
Swimberghe, K., Astakhova, M., & Wooldridge, B. (2014). A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67(12), 2657–2665.
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
Van der Westhuizen, L. M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product and Brand Management, 27(2), 172–184.
Wang, X. (2014). How to build brand loyalty: Facilitated by brand experience. WIT Transactions on Information and Communication Technologies, 52, 31–39.
Whan Park, C., Maclnnis, D. J., Priester, J., Eisingerich, A. B., & Lacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.
Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251.
