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    Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

    227356.pdf (637.8Kb)
    Access Status
    Open access
    Authors
    Ramaseshan, Balasubramani
    Stein, Alisha
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Ramaseshan, B. and Stein, A. 2014. Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management. 21 (7): pp. 664-683.
    Source Title
    Journal of Brand Management
    DOI
    10.1057/bm.2014.23
    ISSN
    1350231X
    School
    School of Marketing
    Remarks

    This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version "Ramaseshan, B. and Stein, A. 2014. Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management. 21 (7): pp. 664-683, doi: 10.1057/bm.2014.23" is available online at: http://link.springer.com/article/10.1057%2Fbm.2014.23

    URI
    http://hdl.handle.net/20.500.11937/37689
    Collection
    • Curtin Research Publications
    Abstract

    This article critically examines consumer–brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brandloyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed.

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