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Brand Experience and Loyalty Dynamics

This document summarizes a research article about the relationship between brand experience, emotional brand attachment, and brand loyalty. The study uses a sample of 278 smartphone users in Lebanon to examine how brand experience influences brand loyalty through the mediating effects of three dimensions of emotional brand attachment: brand passion, self-brand connections, and brand affection. The findings show that experiential brands promote long-lasting brand loyalty by building these deep emotional connections to the brand. Marketers are encouraged to enhance experiential marketing practices to trigger emotional links that create strong brand-consumer relationships.

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0% found this document useful (0 votes)

73 views25 pages

Brand Experience and Loyalty Dynamics

Uploaded by

Alif Meem

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as DOCX, PDF, TXT or read online on Scribd

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RIPHAH INTERNATIONAL UNIVERSITY

Submitted to : Sir Raja Zohaib Ghafoor

Submitted by : Abdullah Naeem
Sap : 6839
Assignment : Project “Research Article”

Subject : Business Research Methods

Brand experience and Brand loyalty: is it a matter of emotions?

Article History
Received 22 November 2019
Revised 12 March 2020
10 June 2020
12 August 2020
Accepted 16 August 2020

ABSTRACT
Purpose
Based on the stimulus-organism-response (SOR) model, the aim of this study is to explore
the impact of brand experience (BE) on brand loyalty, with the mediating effect of emotional
brand attachment (EBA) dimensions, specifically brand passion, self-brand connections and
brand affection.

Design/Methodology Approach
The study used a sample of 278 smartphone users in Lebanon. A Questionnaire was used for
data collection and a mediation analysis was employed to test the hypothesis relationships.

Findings
Findings showed that experiential brands promote long-lasting brand loyalty Building brand
passion, self-brand connections and brand affection.

Practical implications
To achieve a long-lasting brand-consumer relationship, Marketing Manager Experiential
marketing practices should grow and be enhanced because it triggers and builds deep
emotional links. Strong emotional connection with customers.

Originality/Value
Unlike previous studies on BE and loyalty, this research contributes to Literature, especially
brand passion, by deepening the impact of emotions from an EBA perspective Affection and
self-brand connection and presents the latter as an intermediary in the link between BE and
the brand loyalty in the smartphone industry.

Keywords
Brand Experience, Self-Brand Connection, Brand Passion, Brand Affection, Brand Loyalty
Table of Content

Sr.No List of figures No.

1 Introduction 1
2 Literature Review 2
Brand Loyalty 2.1
Brand Experience 2.2
Emotional Brand Attachment 2.3
Brand Passion 2.4
Self-Brand Connection 2.5
Brand Trust 2.6
3 Theoretical Framework 3
4 Research Models 4
5 Hypothesis 5
6 Research Methodology 6
Research Design 6.1
Research Approach 6.2
Research Strategy 6.3
Research Time frame 6.4
Survey Instrument Development 6.5
Targeting and Sampling Profile 6.6
Sampling Techniques 6.7
Demographics 6.8
Measurement of Scale 6.9
7 Result and Analysis 7
8 Measurement Model Assessment 8
9 Discriminant Validity 9
10 Hypothesis Testing 10
11 Sample Questionnaire 11
INTRODUCTION
Nowadays, consumers are more fascinated by gathering memories rather than objects.
According to eMarketer (2020), 65% of consumers are influenced by positive experiences
throughout their purchase journey. Thus, numerous brands are fashioned to generate
memorable experiences to customers, such as Apple’s brand Huang, Liu et al. (2017). For
example, as the customer steps inside the Apple store, he/she will directly encounter an
outstanding customer service (Tailored Marketing, 2018). However, Apple’s experience is
not limited to the store itself, every phase in the buyer’s journey is consistent with the brand
aesthetics. Even while unboxing a new Apple product, customers are excited while
unwrapping the clean white lid to present the new phone that is fitting perfectly in the
package. Therefore, when the customers buy Apple, they are buying a total experience
(Tailored Marketing, 2018). Brands traditionally give a minimal focus on administering the
brand–customer touchpoints and emotional attributes Iglesias, Singh et al. (2011). However,
differentiating brands from rivals depends largely on their ability to develop experiential
customer touchpoints, such as being visually warm, fun, appealing to different senses and
inspiring Brakus, Schmitt et al. (2009). . Furthermore, consumers are no longer seeking only
tangible and functional values while purchasing a product but also intangible and symbolic
tenets such as a distinctive experience. This distinctive experience arises from the brand’s
environment, communication, identity, services cape, elements, etc.
Hence, marketing scholars have recognized that customers approach brands that furnish
memorable and unique experiences. Hereafter, the brand experience construct in this realm
has received a great interest in the marketing literature. The evolution of customer–brand
association has been a focal point in brand literature, where a brand functions as a mechanism
in driving the consumer and company both in a long-standing customer–brand association
(Fourier, 1998) (Marshall, Hendrickson et al. (1998)). According to Sahin, Zehir et al.
(2011), a prime stimulant to this association is brand experience (BE) and the major return is
brand loyalty. However, positive BEs encourage favorable customers’ reactions toward a
brand Koay, Ong et al. (2020), and they allow censorious touchpoints to activate consumers’
attractions to a brand (Brakus et al., 2009). Thus, the increasing importance of BE
necessitates the consideration of its emotional consequences. Moreover, despite the
impressive number of research on BE and its influential role in the brand–customer
relationship (Brakus et al., 2009, Sahin et al., 2011, Ong et al., 2018), its impact on
emotional brand attachment (EBA) is still under-researched. In addition, the role of BE is not
fully understood incorporation with EBA in shaping brand loyalty. Where, EBA notion draws
on attachment theory from the psychology realm, which argues that the emotional attachment
strength toward any object decides the type of association with that object in addition to the
level of integration and commitment to that object Park, MacInnis et al. (2010). According
to appraisal theory Roseman (1991), emotions are evolved and derived from customers’
appraisals of events that activate different sentiments in them, in which any stimulus (such as
brand experience) can be a cause of appraisal that might derive customers’ emotional
responses. In this aspect, EBA has emerged in the marketing realm as a recent construct that
captures deeply different forms of emotions between the customer and the brand Hemsley-
Brown and Alnawas (2016), Thomson, MacInnis et al. (2005). Furthermore, according to
Thomson et al.’s (2005) seminal study, there are three critical dimensions that capture the
aspects of EBA: self-brand connection, brand passion and brand affection and each of these
dimensions mark an essential influence on the outcome variables, brand loyalty in this case.
The current study explores for the first time the relationship between BE and EBA, namely:
brand affection, self-brand connection and brand passion and the extent to which those deep
customer emotions mediate the BE and loyalty association. A better understanding of the
relationship between BE, EBA and brand loyalty will equip both practitioners and academics
with a substantial approach on how to grasp customers and reinforce their loyalty toward the
brand in competitive environments by shedding light on new antecedents to brand loyalty.
Furthermore, this will increase the scope of branding research, particularly by identifying the
differential impact of experiential brands on specific types of emotions (e.g., brand passion,
EBA affection and self-brand connection). Moreover, understanding the mediating role of
EBA extends the role of BE in marketing research and depicts that BE generates an
irresistible yearning for the brand, which in turn promotes emotions that tend to evolve over
time. In this particular aspect, the literature also has encouraged the authors to study the role
of emotional elements to further elucidate the BE and brand loyalty relationship (Huang,
2017) , (Iglesias et al., 2011).
Finally, the current paper draws on the stimulus–organism– response model (SOR) to inspect
the aforementioned relationship. Following SOR, BE is hypothesized as stimuli that guide
EBA (organism) pictured by brand affection, brand passion and self-brand connection, which
in turn determines brand loyalty (response). APJML The current research study is organized
as follows: first, the theoretical background on the SOR model is presented. Then, the
literature review and hypotheses development are displayed, followed by the implemented
methodology. Afterward, the results are presented and discussed. Finally, the limitations and
recommendations for future research studies are introduced.

LITERATURE REVIEW

BRAND LOYALTY (Dependent Variable)

Brand loyalty is simply a consistent commitment to a preferred service or a product, in the
upcoming future. As the theory conveys repetition of a same brand Back and Parks (2003) ,
Without considering situational influences and even potential efforts to cause the switching
behavior. Loyal consumers are considered the key element for a strong market share of any
organization and brand loyalty is considered as a backbone for company marketing success.
Aaker (1996).
For the publicity of customers loyalty, the business firms plan out to focus their activities on
such a way that could benefit and could save essential value. Such firms may offer discounts,
coupons, and even redeemable points , and lastly, they tend to provide exceptional treatments
to their membership customers (Ong et al., 2018). Though sometimes these loyalty initiatives
lack behind business success (Ong et al., 2018) . Short term loyalty initiatives often become
a liability for the firm Shugan (2005).
Customer loyalty initiated through such initiatives is not sustainable as mostly the consumers
are more concerned with money saving initiative programs, consequently consumers will
shift towards other brands if they are not able to maintain their trust and they will instantly
shift towards other brand, that offer more benefits Dowling and Uncles (1997).

BRAND EXPERIENCE (Independent Variable 2)

The brand experiential realm is still in its infancy) Shahzad, Ali et al. (2020). Lee and Kang
(2012) described the experience as the consumers’ insights that are shaped while interacting
with the whole brand. Moreover, Brand Experience seizes actual responses from consumers,
specifically when the bulk of prior research on experiential marketing has concentrated on
particular BE facets, such as utilitarian aspects linked with service (Wong, 2013) and product
experiences. However, Das et al. (2019) posited that consumers are also persuaded by
numerous visual stimuli, for example, logos, designs, shapes, colors, and other aspects that
compose brand identification. Moreover, previous scholars argued that customizing the
service delivered by frontstage employees is critical for the consumer to be satisfied
Bettencourt and Gwinner (1996). Thus, BE is a multifaced construct and should be
evaluated in a holistic manner. For instance, smartphones have been proposed to have both
hedonic and utilitarian attributes. Hedonic attributes such as the color, design, and softness of
the phone. However, the utilitarian involves characteristics such as battery life, software, and
sound system. Prior studies in the smartphone industry have also shown that hedonic value
triggers brand experience more than the utilitarian value because of the intimate relationship
between the consumers and their mobiles, where they access their mobiles frequently every
day, even before sleeping. Brakus, Schmitt et al. (2009) framed BE into four dimensions of
consumers’ response: sensory, affective, behavioral, and intellectual. The “sensory”
dimension defines the visual and brand aspects that are perceived through the consumer’s
sensory body part. This brand’s aesthetic facet can augment sensorial experiences since it
arouses consumer’s senses involving, touch, vision, hearing, and smell Brakus, Schmitt et
al. (2009). Moreover, several marketers suggest that sensorial experiences are modeled via
aesthetic designs (for example, materials, color, and style) and themes (for example, visual
signs and slogans) which are underlined in the content of the brand. The “affective”
dimension of experience encompasses all sorts of consumer’s subjective experience allied
with definite emotions and sentiments. Individuals may perceive a brand either in a positive
manner (for example, delight, desire, and devotion) or in a negative manner (for example,
distress, fear, and disgust). Iglesias, Singh et al. (2011) stressed the importance of
recognizing the stimuli that prompt customer’s positive feelings in experiential marketing
since the brand’s effectiveness plays a key contributor in individuals’ decision-making
process, particularly when they seek desirable and sensible purchasing experiences. In
addition, the “behavioral” component is denoted by specific forms of behavioral reactions
toward a brand provoked by particular brand stimuli. Consumers are motivated to engage in
bodily experiences and physical actions that attempt to generate remarkable visible
experiences with the brand (Wang, 2014), (Kang et al., 2017). For instance, individuals who
experience a specific brand may continue using the products of this brand if they enjoy its
physical benefits; consequently, these experienced consumers will be more likely to purchase
package products than other consumers (Tsaur et al., 2007). Furthermore, Brakus et al.
(2009) stated that the notion “behavioral” describes the variations in consumers’ actions
formed upon positive BE, noting that behavioral experiences last long in consumers’ thoughts
and are perceived as an essential marketing practice. Finally, “intellectual” experiences are
referred to as events that trigger consumers’ thoughts and induce their curiosity (Schmitt
1999). Consumers noticeably recall brands with intellectual appeals and remember memories
related to the brand after receiving a similar clue in a different position (Brakus, Schmitt et
al. (2009).

Emotional Brand Attachment (Mediator)

Bowlby’s (1979) pioneering study described emotional attachment as a specific, emotional tie
connecting a determined object with a person, generally a custodian. Attachment arises and
flourishes when two entities approach to share emotions. Moreover, marketing scholars
proposed the emotional attachment construct into research in branding (Shouten and
McAlexander, 1995). Emotional attachment in branding research is described as the
closeness level of a customer’s self to a certain brand, and it is concerned with the strength of
the affective and cognitive perceptions portrayed in customers’ mindsets (Park, MacInnis et
al. 2010, Lim, Luong et al. (2020)). Furthermore, brand attachment encompasses the
affective element of the brand and represents emotional conditions, for example, passion and
warm feelings (Belaid and Behi (2011). Brand experience and brand loyalty Individuals seek
to personify an ideal brand, thus constructing a close connection with it (Hemsley-Brown
and Alnawas (2016)). Additionally, consumers do not necessarily feel emotionally attached
to all brands however, Thomson, MacInnis et al. (2005) stated that consumers form high
emotional long-lasting associations with a selective number of brands and individuals engage
in an emotional relationship with distinctive brands for their self-uniqueness. In psychology,
attachment theory suggests that the interactivity with an object will considerably affect a
person’s attachment to that object Bowlby (1979). Furthermore, Sahin, Zehir et al. (2011)
claimed that consumers form emotional ties with a firm as their experience with it increases.
Previous scholars noted that BE is different from other concepts, specifically brand
attachment, brand personality and brand involvement Brakus, Schmitt et al. (2009), Park,
MacInnis et al. (2010). Furthermore, brand attachment is an emotional construct, in contrast
to the BE that is described as cognitions and sensations Brakus, Schmitt et al. (2009).
Consequently, this empirical study is among the few studies that investigated the impact of
BE on EBA. Hemsley-Brown and Alnawas (2016) illustrated that attachment is purely
emotional in nature and introduced three fundamental elements that described the properties
of EBA, which are the following: brand passion, self-brand connection and brand affection.
Each element is distinctive and unique and significantly contributes in a different manner
toward brand attachment (Hemsley-Brown and Alnawas 2016). Brakus et al. (2009)
supported Thomson’s three emotional elements and mentioned that connection, affection, and
passion are the dimensions that make up EBA.

BRAND PASSION ( Mediator )

Brand passion is “a strong emotional connection to a brand that people value, find important,
desire to own and/or use, incorporate into their identity, and invest resources in over a period
of time” Das, Agarwal et al. (2019). Passion “reflects intense and aroused positive feelings
towards a brand” Aaker (1996). For instance, an individual’s tenderness of longing and
yearning to utilize a brand, wanting and craving for it Hemsley-Brown and Alnawas (2016).
Thomson et al. (2005) stated that customers whose attachment is described as high in
passion are more likely to purchase a brand’s products/services impulsively. In support,
previous scholars argued that intellectual BEs attempt to reinforce brand consumers by
tempting to the symbolic aspect of consumers’ self, consenting consumers to develop
desirable self-expression, thus stimulating their passion toward the brand (Schmitt, 2013).
Therefore, experiential brands induced by brand stimuli can guide distinctive aspects of the
self, such as passion, hence satisfying various consumer needs Das, Agarwal et al. (2019).
Moreover, an individual’s passion for a brand offers an inner motivation that permits
consumers to reserve their affiliation with the firm in harmonization with diverse sides of
their lifestyle (Thomson et al., 2005). Hence, a customer, who is passionate about the brand
is more likely to enter in an emotional relationship with the latter and will go on missing the
brand when it is unattainable (Albert et al., 2013).

SELF BRAND CONNECTION (Mediator)

Self-brand connection is described as "the extent to which individuals have incorporated
brands". in their self-concept". According to (Park, MacInnis et al. 2010), self-brand
connections are represented by customers' feelings of being associated with a specific brand
and the degree to which the customer associates the brand with the self-concept. customer
behavior and their Brand-Self Connection has taken up a thrust area in the marketing sector.
For example, many Studies have shown that self-brand connections influence public and
private customer behavior (Sicilia et al., 2016), involves the post-purchase behavior of
consumers and positive word of mouth from consumers (Bettencourt and Gwinner 1996).
Consumers' self-brand connections are projected to be friendly in the long run Attitude and
loyalty to a brand. In addition, customer Build self-relationships with brands as a result of the
experiences encountered. in specific, invented to encourage memorable, extraordinary, and
impactful experiences Affects customer-brand identity and consequently customers' brand
loyalty van der Westhuizen (2018). Furthermore, individuals do not simply buy and
consume services. And to get the products to meet their needs, however, they also acquire
brands for the experiential drive. which are associated with self-involvement and
connectedness (Schmidt et al., 2015). Additionally, previous research has shown that self-
connection mediates BE-loyalty. Collaboration in the Brand Relationship Quality Context. In
contrast to previous studies, self-brand connections are estimated in the EBA context
Relationship arbitration between BE-loyalty.

BRAND TRUST ( Moderator )

According to Lien, Wen et al. (2015), trust is one of the key attributes for the customer and
the company relationships. It also reflects the customer's positive belief in the said product,
Services and Brands (Park and Kim, 2016). Brand trust is the desire of the consumer Trust
the brand and its promises which are considered an important antecedent of the brand loyalty
(He et al., 2012). Nguyen et al. (2011) show that brand trust has a positive effect on brand
loyalty and inspires customers to demonstrate their trust in the brand and maintains long-term
relationships (Lien, Wen et al. 2015). Thus, trusted brands are bought. More often because
the risk of choosing or buying a particular brand is lower. It has been suggested that
customers with the same level of brand trust do not show the same Brand loyalty levels (Lee
et al., 2012). On the other hand, the customer always seeks Promises that meet consumer
expectations from a brand and enjoy trust brand. Thus, the brand is positively related to
create perceived quality, value, satisfaction and differentiation and customer loyalty.
Theoretical background/Framework
The stimulus–organism–response (SOR) model Russell and Mehrabian (1974) originally
initiated the “S-O-R model,” which was reformed lately by (Jacoby 2002). Furthermore,
(Donovan, Rossiter et al. 1994)suggested that there are definite aspects of the environment
that incite the consumer’s cognitive and emotional conditions, which in turn drives certain
behavioral outcomes and this can be represented by the “S-O-R model”. Previous scholars
(e.g., (Islam and Rahman 2017), (Mollen and Wilson 2010), (Olney, Holbrook et al.
1991) extended this model to different fields including consumer behavior, advertising, and
website experience, etc. Accordingly, the current research study applies the “S-O-R model”
within the consumer behavior field, however, in a different context, specifically in brand
experience and loyalty context. The “S-O-R model” reflects three strands: stimulus,
organism, and response. “Stimulus” as a first strand represents “the influence that arouses the
individual”. In consumers’ behavior context, the stimuli are “external to the individual” that
affect his/her internal states and the marketing mix variables with alternate environmental
factors, for example, social, ambient and design components, both constitute the stimuli
(Bagozzi 1986)). According to (Aaker 1996), social factors are linked to other individuals
existing in the outlet or store such as salespeople. In addition, the ambient factors are related
to the nonvisual components of the environment in the outlet, such as noisiness, music, and
smell, etc. On the other hand, the design components are visual in nature, such as design,
cleanliness, and tidiness, etc. This study considers BE to be the stimuli. BE, which varies in
strength and intensity, is inclusively viewed as incorporating the sensory, intellectual,
affective, and behavioral elements, in which altogether shape the total degree level of BE
(Kang et al., 2017). The second strand of the “S-O-R model” is the organismic variable. The
“organism” is illustrated as being “the internal processes and structures intervening between
stimuli external to the person and the final actions, reactions, or responses emitted (Bagozzi
1986). Moreover, “organism” represents the affective and cognitive state of the individual.
The affective condition mirrors the feelings communicated by the consumer following the
environmental stimuli (Islam and Rahman 2017) and the cognitive condition is “everything
that goes in the consumers’ minds concerning the acquisition, processing, retention, and
retrieval of information”. In addition , (Hemsley-Brown and Alnawas 2016) study
introduced EBA as an organismic variable into the “S-O-R model.” Thus far, in the current
study, the three elements of EBA (self-brand connection, brand affection and brand passion)
are considered (Thomson, MacInnis et al. 2005). Hence, it is proposed that EBA as an
“organism” will be affected by the accumulative BE of a favorite brand. The final component
of the “S-O-R model” is the “response,” where it is the outcome in the form of consumers’
behavior (Donovan, Rossiter et al. 1994). Several scholars have acknowledged the
importance of building loyalty toward the brand. Thus, this research examines brand loyalty
as a response to EBA.
Research Model
Hypothesis
1. H1 ( Brand experience positively effects brand loyalty )
2. H2 ( Brand passion is mediating the relation with brand loyalty and brand experience)
3. H3 (Brand Connection is mediating the relation between brand loyalty and brand
experience )
4. H4 ( Brand Affection is mediating the relation between brand loyalty and experience )
5. H5 ( Brand Trust is making a positive relation with Brand Loyalty )

RESEARCH METHODOLOGY

 Research Design

In this research (Duman et al., 2018), online and offline questionnaires Forms were used in
the data collection process. In order to address potential survey problems, a sample of 15
respondents was pretested to see if all the items were in order implied. The pre-tested paper
survey was then posted online using a Google Form. Service To further test the online user-
friendliness of the questionnaire, an online survey was also sent A pretest group consisting of
ten participants. Based on the pretense, it required no adjustments further.

 Research Approach

Participants who were invited online and offline to participate in this research study.
Respondents who answered the online form of the questionnaire received the survey link via
social media (e.g., Facebook, Twitter, LinkedIn, and Instagram) and their online answers
were stored in the Google form. On the other hand, participants who answered in hard paper
copies were contacted at a shopping center and university. Respondents filled out paper
surveys on the spot, while we employed a drop-and-collect approach by collecting the
surveys five days after handing the surveys to university participants.

 Research Strategy
Researchers carried out their research via questionnaires. They floated questionnaires offline
and online to a targeted population.

 Research Time Frame

The research has been carried out via Questionnaires. They were floated among the
respondents via online social platforms, and physical questionnaires at university.
 Survey Instrument Development

Concepts in this research. was measured using pre-developed scales adapted from Past
marketing studies. Participants mark their responses on a seven-point Likert Scale ( 1 =
Strongly Disagree, 7 = Strongly Agree )

 Targeting and Sampling profile

The target population was Lebanese smartphone users. The screening condition for
inclusion of respondents was that they must have been using their favorite brand for at
least a year (Casano & Perez, 2014 , Junaid et al , 2019).

 Sampling Techniques

Non-probability sampling has been done in this research. As the data is being collected by
278 smartphone users in Lebanon. , the generalization of the results is limited because the
proposed framework was inspected using a sample from the same country, Lebanon.
Research has focused only on the smartphone industry. This study is limited to exploring
the role of the EBA in promoting brand loyalty and the implications of its dimensions for
the BE-loyalty association.

 Demographics

The sample has the following demographic profile: gender (female: 59%, male: 41%).
The majority (67.3%) of the respondents were aged between 20 and 34. Most of the
respondents (49.3%) were at an undergraduate education level. Most of the respondents
(61.5%) had an annual income equal to or less than $7200. Moreover, Apple brand was
mostly favored among the respondents (54%), followed by Samsung (23.4%), Huawei
(18.3%), Sony (2.2%), LG (0.7%), Nokia (0.7%), Motorola (0.4%) and Lenovo (0.4%).

 Measures of scale

The concepts in this research were measured using pre-developed scales adapted from
previous marketing studies. The participants marked their responses on a seven-point
Likert scale (1=Strongly Disagree, 7= Strongly Agree)
RESULT AND ANALYSIS

Cronbach's alpha was adopted to test the scale's internal stability reliability. Cronbach
alpha reliability coefficient ranges from 0.71 to 0.96. were acceptable for all constructions
up to (Nunli, 1978). In addition, the discriminant and convergent validity were tested for
scale estimation construct validity. In addition, the Kaiser Meier Olkin measurement
(KMO) was evaluated, and the result was above the acceptable range of 0.7, thus
verifying that the sample is sufficient Analysis. In addition, Bartlett's roundness test also
met the suggested criterion (p < 0.001). The factor loading of all scale items on the
assigned measurements gave a 0.6 . displayed values above (Chin, Gopal et al. 1997).
The values of the extracted mean variance (AVE) vary from 0.57 to 0.91 Each proposed
measure thus exceeds the benchmark of 0.5 proposed by) Fornell and Larcker (1981).
Finally, based on the findings, all of the envisaged measures disclosed adequate
convergent validity.
Measurement Model Assessment
Discriminant Validity

Hypotheses testing
To inspect the research-proposed hypotheses, SPSS 22 software was used. Additionally,
Baron and Kenny’s (1986) approach were employed involving a four-step method. The
first step in the process entailed testing the BE and brand loyalty relationship (model 1)
and a positive relationship was revealed (β 5 0.45, p < 0.05), thus supporting H1.
Moreover, model 2 displayed a significant association between BE and passion (β 5 0.53,
p < 0.001). In addition, the brand passion and brand loyalty association were also
significant (model 3, β 5 0.87, p < 0.001) however, when brand passion (the mediator)
was included in the model, BE was no longer significant as (β 5 0.02, p > 0.05) and the
adjusted R square increased from 0.28 (model 1) to 0.71 in model 4, thus achieving a full
mediation and supporting H2. Moreover, model 5 displayed a significant association
between BE and self-brand connection (β 5 0.42, p < 0.01). In addition, the relationship
between self-brand connection and brand loyalty (β 5 0.90, p < 0.001) was significant as
displayed in model 6. Nevertheless, when self-brand connection (the mediator) was
inserted as a mediator between BE and brand loyalty, BE was still significant as displayed
in model 7 (β 5 0.11, p < 0.05); hence, self-brand connection partially mediates the BE
and brand loyalty association, thus supporting H3. Further, the results revealed that the
BE and brand affection relationship is significant (model 8, β 5 0.52, p < 0.001) and
brand affection is significantly related with brand loyalty (model 9, β 5 0.88 p< 0.001).
however, the outcomes revealed that introducing brand affection (mediator) to the BE and
brand loyalty relationship induced an insignificant relationship as shown in model 10 (β 5
0.01, p > 0.05), confirming a full mediation and the adjusted R square increased from
0.28 (model 1) to 0.75, thus supporting H4.
SAMPLE QUESTIONAIRE

RIPHAH INTERNATIONAL UNIVERSITY

Dear Respondent
I am a BS Student at _______, Conducting research on “_____”. For which the
questionnaire is being distributed. I need your insights and sincere opinions by filling this
questionnaire. There exist no right and wrong answers to the questions presented. The
information provided by you will be kept confidential and will be used for academic
purpose only.

Please tick the option you consider to be matching exact.

Respondent Name : _ Age : Gender :

Education : ______________ Occupation : ______________

BRAND EXPERIENCE
An approach that combines elements of user experience, customer experience and brand
identity all in one.