International Journal of Management and Social Sciences Research (IJMSSR)
Volume 3, No. 1, January 2014
The Impact of Consumer Experience on Brand Loyalty: The
Mediating Role of Brand Attitude
Sivarajah Rajumesh, PhD Scholar, Huazhoung Uiversity of Science and Technology, Wuhan, China
ABSTRACT
The objective of this study is to explore the direct and
indirect influence of brand experience on brand loyalty
and brand attitude. The study involves in selecting fast
moving consumer goods category as the sample product.
The study used convenient sampling techniques to collect
the data. A total of 280 questionnaires distributed to the
randomly selected participants, who are residing Jaffna
District in Sri Lanka, and a sum of 232 usable
questionnaires received. Multiple regression analyses
were conducted to assess each component of the proposed
mediation model. First, it was found that brand experience
was positively associated brand loyalty (B = .50 t = 13.52,
p = .001). It was also found that brand experience was
positively related to brand attitude (B = .55, t = 20.85, p =
.001). Lastly, results indicated that the mediator, brand
attitude, was positively associated with brand loyalty (B =
.74, t = 12.74, p = .001). Results of the mediation analysis
confirmed the mediating role of brand attitude in the
relation between brand experience and brand loyalty (B =
.41; CI = .32 to .49). In addition, results indicated that
the direct effect of brand experience on brand loyalty
became significant (B = .09, t = 2.17, p = .03) when
controlling for brand attitude, thus suggesting partial
mediation. This result can assists to the managers to take
decision regarding the investment in relations to brand
experience and brand attitude related aspects to create
loyal customers, which in turn will lead to competitive
advantage. This model limited to brand experience, and
brand trust as antecedent to brand loyalty and the
consequence of brand experience is limited to trust and
brand loyalty, future researchers can incorporate the
brand attachment and brand involvement as antecedent
and customer satisfaction and commitment as possible
consequences to achieve more clear idea about the
importance of these factors.
Keywords:
Brand, Brand experience, Brand Attitude, Brand Loyalty
1. INTRODUCTION
The growing competition provides pros and cons to
marketers in gaining competitive advantages, marketers
continuously search for ways to compete and attract
customer’s attention in the market place. Many traditional
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ISSN: 2319-4421 73
techniques available in the marketing literature used by all
most all marketers to gain competitive advantages, so it is
currently difficult to differentiate the particular product or
service from the competitors’ one. Marketing studies
indicate that having loyal customers is one of the best
ways to compete with less cost and effort. Creating loyal
customers is depending on different marketing techniques
such as pricing, promotion, product differentiation,
branding, etc. Many researchers contribute to the
branding concept such as brand trust, brand attachment,
brand love, brand attitude, brand experience and brand
personality (Aaker, 1991; Brakus, Schmitt, &
Zarantonello, 2009, p. 53; Carroll & Ahuvia, 2006;
Delgado-Ballester & Munuera-Aleman, 2001;
McAlexander, Schouten, & Koenig, 2002; Thomson,
MacInnis, & Park, 2005) , which are very powerful and
useful aspects for the smart marketers to differentiate their
products and to keep existing customers and to attract new
customers.
Recent researchers focus on brand experience even though
the concept of brand experience is not a new
aspect(Brakus, et al., 2009). Holbrook & Hirschman
(1982), introduced the branding concept, which influences
in multiple disciplines in business management such as
consumer behaviour, economics, and marketing filed
(Brakus, et al., 2009; Caru` & Cova, 2003; LaSalle &
Britton, 2003 ; Schmitt, 1999).
In recent years, marketing practitioners and academicians
considered the importance of brand experience in the
marketing related concepts such as sale promotion, brand
differentiation, loyalty and customer satisfaction (Brakus
et al., 2009; Morrison and Crane, 2007; Zarantonello and
Schmitt, 2010). More than three decades ago, the brand
related literature discussed the linkage between attitude
and loyalty (Dick & Basu, 1994) . This strongly indicates
that brand attitude reflecting in cognitive, affective, and
conative situation influence on repeat patronage. Most of
the recent studies, related to brand loyalty, did not
consider the importance of brand experience and brand
attitude in determining brand loyalty. Thus, there is a gap
in the branding literature about the relationship of brand
attitude and brand experience on brand loyalty.
The objective of this study is to explore the direct and
indirect influence of brand experience on brand loyalty
and brand attitude in a holistic model. Sri Lankan soft
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International Journal of Management and Social Sciences Research (IJMSSR)
Volume 3, No. 1, January 2014
drink “ Elephant House Necto” brand, which is famous for
its taste and flavour among Sri Lankans, selected to the
study.
This research started with reviewing relevant literature
about brand attitude, brand experience and brand loyalty.
Then, based on the relevant reviewed literature the
conceptual model and hypothesis are developed. Further,
the study includes research methods, results and
discussion, Managerial implication and limitation and
future research directions respectively.
2. LITERATURE REVIEW
2.1 Brand attitude
Psychology literature argues, optimistic attitude play
crucial role to trust and believe someone (Baier, 1986).
Brand attitude considered as an attitude that a consumer
reveals toward a particular brand they encountered with
(De Chernatony & Riley, 1998). Marketing researchers
considered brand attitude as a key point because it is
strongly considered that brand attitude influence on
customer behaviour (Chaudhuri & Holbrook, 2001; Keller,
2003; Suh & Yi, 2006). Marketing researchers have taken
attitude and trust into consideration to study company-
customer relationships (eg.Delgado-Ballester & Munuera-
Aleman, 2001; Ha & Perks, 2005). A positive attitude of a
brand, which induces consumer’s decision to purchase the
particular brand, helps to create trust in the brand,
(Chaudhuri & Holbrook, 2001; Morgan & Hunt, 1994).
The attitude of existing brand helps to a customer to make
a purchase decision towards a new product (HÃubl, 1996).
In the uncertain situation about a brand, consumers rely on
the particular company products for which they have
already developed positive attitude (Hess & Story, 2005).
In addition to repeat purchase, customers must have
relatively strong favourable attitude towards a brand to be
truly loyal to that brand (Day, 1969). A person’s internal
evaluation of an object such as a branded product create
attitude about that product, which are often stable and
durable tendency to behaviour (Mitchell & Olson, 1981).
According to Existing literature, attitude is one of the
antecedents of consumer behavioural intensions (Bearden
& Teel, 1983; Hellier, Geursen, & Rickard, 2003; Oliver,
1981). Attitude is the customers’ positive, negative, or
neutral learned feature toward a brand, which plays crucial
role in consumer behavioural pattern (Hellier, et al., 2003;
Suh & Yi, 2006).
2.2 Brand Experience
Retailers concentrate on their effort providing source of
memories rather than goods and source of experience
rather than service (Pine & Gilmore, 1998).
Brands experience means the degree of familiarity of a
person with some form of exposure of the brand
(Braunsberger & Munch, 1998; Ha & Perks, 2005).
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Marketing researchers point out that experiences related to
consumption take place in three situations such as while
searching products, shopping and receiving it, and
consuming it (Arnould, Price, & Zinkhan, 2002; Brakus, et
al., 2009; Holbrook, 2000). First, product related
experiences happen when consumers search and assess the
relevant information through physical contact or virtually
such as media advertisements (Hoch & Ha, 1986; Kempf,
1998). Second, Shopping and service experiences happen
when consumers directly involve with the store’s
atmosphere, its employees, and its policies and practices
(Hui & Bateson, 1991; Kerin, Jain, & Howard, 1992).
Third, consumption experiences involves with the hedonic
aspects such as feelings/impressions, fantasies, and fun
(Holbrook & Hirschman, 1982) . In summary, experiences
happen directly when shop, receive, buy, and consume it
and indirectly when interacting with media including print
and electronic media.
Brand experience is explained as “subjective, internal
(sensations, feelings, and cognitions) and behavioral
responses evoked by brand related stimuli that are part of a
brand’s design and identity, packaging, communications,
and environments” (Brakus, et al., 2009, p. 53). Thus,
brand experience scales developed in four dimensions
such as sensory, affective, behavioural, and intellectual.
Marketing practitioners considered brand experience as
one of the important tools among brand image, brand
attitude, and brand awareness which help to form strong
marketing strategies to gain competitive advantages
(Brakus, et al., 2009; Chang & Chieng, 2006).
Combined symbolic meaning of thoughts, feelings, and
behavior associated with the consumption of
product/service provide consumer experience (Padgett &
Allen, 1997). Alba and Hutchinson (1987) argue
consumers’ brand experience reflect their knowledge of
and familiarity with a particular brand or brand category.
Brand experience has more influence than products
attributes and benefits on brand selection. It can create a
stronger meaning and memories, which can produce
greater customer trust in the brand decision making.
Resent research indicates that functional benefits do not
create interest to consumption, in turn; consumers
increasingly rely on making choices on the basis of
experiential aspects of the products or services (Pine &
Gilmore, 1998; Schmitt, 1999 ). Marketing practitioners
and academicians paid attention with great interest in the
concept of brand experience and recognized its important
role in developing marketing strategies to gain customer
attention.
There are four dimension of brand experience identified
by the researchers such as sensory, affective, intellectual,
and behavioural dimensions. Sensory dimension includes
visual, auditory, tactile, and gustative stimulations of a
brand. Affective dimension refers to feelings related to
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International Journal of Management and Social Sciences Research (IJMSSR)
Volume 3, No. 1, January 2014
brand and its emotional tie with the consumer. An
intellectual dimension reflects of the consumers
convergent and divergent thinking related to the brand. A
behavioural dimension exposes bodily experiences,
lifestyles and interaction with a brand (Brakus, et al.,
2009; Schmitt, 1999). Thus, the intensity of the brand
experience is determined by one or more of the above
dimensions.
Brand managers consider brand experience as an
encounter of the consumer from holistic offer of a brand
(Klaus & Maklan, 2007), which is important to brand
building process (Prahalad & Ramaswamy, 2004).
2.3 Brand Loyalty
Aaker (1991) discussed the vital role of the brand loyalty
in the brand equity process which produces some
marketing advantages such as less marketing costs, more
new customer base, and greater trade leverage. The
organizations’ success depends on its ability to attract and
make loyal customer. This is to create organization to have
the ability to keep its current customers and make them
loyal to its brand for long run. The customers may have
different degree of loyalty to brand (Kandampully &
Suhartanto, 2000). Loyalty means customers purchase a
product or service repeatedly. Brand loyalty is the
commitment and positive attitude to purchase the same
brand in a durable manner in their future purchase
situation (Y. Liu, 2007).
Jacoby and Chestnut (1978) conceptually defined brand
loyalty as a biased behavioural response expressed over
time by some decision-making unit with respect to one or
more brands out of a set of such brands, and is a function
of psychological (decision-making evaluate) processes.
Brand loyalty can be estimated in three forms such as
behavioural, attitudinal or composite approach (Jacoby &
Chestnut, 1978). Behavioural loyalty has been
operationalized as repeat purchases frequency (eg.Brown,
1953) or proportion of purchase of the same brand over
time (eg.Cunningham, 1956), while attitudinal brand
loyalty considered as stated preferences, commitment or
purchase intentions of the customers towards the products
or services.
A lot of research related to the outcome and antecedents of
consumer attitudes about brand. However, consumer
attitudes as an outcome of brand experience has got little
attention in the literature (Biedenbach & Marell, 2009;
O’Cass & Grace, 2004). Thus, this study try to find out the
relationship of brand experience and brand attitude
towards brand loyalty.
2.4 Brand loyalty and brand attitude
Consumers attach themselves to various brands and form
relationship with them (Fournier, 1998), which,
consequently, contribute to brand equity (e.gKeller, 2003).
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The strength of the consumer attitude towards the brand
varies, consumer who has the stronger positive brand
attitude exhibits greater resistance to information that try
to divert their attention from particular brand (e.g.Petty,
1995). Conceptual theory related to cognitive loyalty
argues belief of an object influence on attitude towards
that object (Oliver, 1999). Researchers accepted the
formation of attitude based on belief-based models.
Perceived benefits related to cognitive belief plays
important role in the formation of attitude in consumer
mind. Relevant literature supports that customer’s
satisfaction, attitude, and commitment towards
repurchasing behavior are the key elements to build brand
loyalty (Gomez, Arranez, & Gillan, 2006). Affective
attitudes which consists feelings, moods, and emotions
deeply impact on loyalty (Barsky & Nash, 2002).
H1: Brand attitude positively influence on brand loyalty
2.5 Brand loyalty and brand experience
Available literature suggests a direct link between brand
experience and brand loyalty (Brakus, et al., 2009).
Deming (2007) , states branding is a process involving
creating authentic (genuine), unique (distinctive),
emotional experiences that produce believes. Nonetheless,
experiences are complex aspect, which includes four
dimensions; sensory, affective, intellectual and
behavioural (Brakus, et al., 2009). Thus, brand managers
consider not only traditional brand building techniques but
also brand experiences to manage the brand (Frow &
Payne 2007). Consumers who have positive brand
experience towards the particular brand behave as loyal
customer to the brand (Brakus, et al., 2009). Customer’s
past accumulation of favorable experiences constitutes to
affective loyalty, which drive to attitudinal loyalty (Oliver,
1999).
H2: Brand experience positively influence on brand loyalty
H3: Brand experience positively influence on brand
attitude
H4: Brand attitude mediate the relationship of brand
experience and brand loyalty
Conceptual model
Brand attitude
Brand experience Brand Loyalty
Figure 1: Conceptual frame work
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International Journal of Management and Social Sciences Research (IJMSSR)
Volume 3, No. 1, January 2014
3. METHODOLOGY
3.1 Sample and Data collection
Empirical analysis, which includes primary data collected
through well self administrated questionnaire, is the basic
nature of this paper. The questionnaire consists two parts;
part one consists pre coded questions regarding the
demographic data of the respondents, and part two
contains likert scale (ranging from (1) strongly disagree to
(5) strongly agree) questions regarding brand experience,
brand attitude and brand loyalty. The study involves in
selecting fast moving consumer goods (FMCG) category
as the sample product. Specially, Sri Lankan brand
“Elephant House Necto”, which is famous for its taste and
uniqueness among the soft drink consumers in Sri Lanka,
selected as sample. The study used convenient sampling
techniques to collect the data. A total of 280
questionnaires distributed to the randomly selected
participants, who are residing Jaffna District in Sri Lanka,
and a sum of 232 usable questionnaires received.
Analysis of the demographic characteristics of this study
indicate that the sample frame consist 56.9% of male and
43.1% of female respondents. Based on the age, below
24years old, 25-34 years old, 35-44 years old, and 45 years
old and above is 19.4%, 38.8%, 23.7% and 18.1%
respectively. Respondent’s education levels are as follows
6.9% primary education, Secondary education 50%, and
university education 43.1%. Income level of the
respondents reflects as follows 23.7%- below Rs. 20,000,
65.9%- Rs. 20,000-Rs.30,000, 6.9% -Rs.30,000-Rs.40,000
and 3.4% -over Rs.40,000.
The study used inferential and statistical analysis to test
the hypotheses, to which there researcher used statistical
package for social science (SPSS-version 19) software.
3.2 Measurement
Self administered questionnaire, which has two parts; first
part related to respondents democratic characteristics, and
second part related to respondents perceptions brand
attitude, brand experience and brand loyalty, used to
collect the data. The items to measure the brand attitude
are adopted from (Liu, et al., 2012) , the brand experience
are adopted from (Brakus, et al., 2009) and the brand
loyalty are adopted from (Chaudhuri & Holbrook, 2001).
Cronbach’s alpha for the reliability of the variables for
brand experience, brand attitude, and brand loyalty,
α=0.704, α=0.813, and α=0.814 respectively. They are all
above the recommended cut off of 0.60. These measures
are compositely reliable and internally consistent as
recommended by (Nunnally, 1978).
4. RESULTS AND DISCUSSION
Multiple regression analyses were conducted to assess
each component of the proposed mediation model. First, it
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was found that brand experience was positively associated
brand loyalty (B = .50 t = 13.52, p = .001). It was also
found that brand experience was positively related to
brand attitude (B = .55, t = 20.85, p = .001). Lastly, results
indicated that the mediator, brand attitude, was positively
associated with brand loyalty (B = .74, t = 12.74, p =
.001). Because both the a-path and b-path were significant,
mediation analyses were tested using the bootstrapping
method with bias-corrected confidence estimates
(MacKinnon, Lockwood, & Williams, 2004; Preacher &
Hayes, 2008). In the present study, the 95% confidence
interval of the indirect effects was obtained with 5000
bootstrap resample (Preacher & Hayes, 2008). Results of
the mediation analysis confirmed the mediating role of
brand attitude in the relation between brand experience
and brand loyalty (B = .41; CI = .32 to .49). In addition,
results indicated that the direct effect of brand experience
on brand loyalty became significant (B = .09, t = 2.17, p =
.03) when controlling for brand attitude, thus suggesting
partial mediation. Thus, the hypotheses H1 to H4 supported
by the results.
Experiences evolve in several ways, some take place in
direct manner, such as consumers action towards search
for purchase and consume products, while others occur
indirectly when consumer expose to intangible aspects of
marketing communications (Brakus, et al., 2009).
Experience is seen as a distinctive offering comparable to
the product or services. This specific marketing feature is
directed towards consumer decision process with an
objective to provide them a way to mentally, emotionally,
spiritually, socially and physically engage in the
consumption process of product/ service (Caru` & Cova,
2003).
Recent researchers concentrate on measuring the
consequences of brand experience on some of the unique
but related concepts such as sale promotion, brand
differentiation, brand loyalty and customer satisfaction
(Brakus et al., 2009; Morrison and Crane, 2007;
Zarantonello and Schmitt, 2010). Therefore, it is logical to
argue that researchers are motivated with the potential of
these experiences to transform into consumers preferential
treatment towards that brand.
Such transformation process is based on the brand related
experiences have the tendency to become the part of
person’s long-term memory in association with brand, and
thus there is a chance that some of these associations can
play a crucial role in building brand attitude, brand
preference, and brand loyalty (Brakus et al., 2009). So,
smart marketers can consider these associations in
building brand management process. Brand experience can
severely impact consumers’ long-term memories related to
the brands, which can provide strategic advantage in the
market place to compete with their competitors to
differentiate their product or services.
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International Journal of Management and Social Sciences Research (IJMSSR)
Volume 3, No. 1, January 2014
5. MANAGERIAL IMPLICATIONS
The importance of understanding brand experience as a
competitive marketing offer is undoubtedly accepted that
it has placed a position of strategic movement in
contemporary brand management process. However,
creating positive consumer experience that can give
sensible encounter and inducement towards the brand
require resources. In this context, marketing practitioners
and researchers need to find empirical evidence to support
the importance of brand experience influencing into
consumers long term memory and it turn into consumers
favourable brand related attitude towards the brand and
subsequently leads to brand loyalty. One of the primary
objectives of this research was to empirically establish the
presence of such influences.
Furthermore, it is highly valuable for marketing decision
makers to understand that how brand experiences as a
weapon, directly or indirectly influence on consumers
preference towards that particular brand. Thus, the second
objective of this study was to investigate the pattern and
magnitude of paths leading from brand experience to
brand loyalty. Based on the results, the size of
standardized coefficients suggests that brand experience
plays the most critical role in brand loyalty. Furthermore,
results of this study suggest that brand attitude is also
direct antecedent of brand loyalty. In addition to the
above, the result of the study also indicates brand
experience is generating the highest coefficients when
brand attitude mediates its relationship with brand loyalty.
This results support to the past research results that weaker
direct link between brand experiences with some of its
consequences and a stronger effect through a mediating
variable (Brakus et al., 2009; Iglesias et al., 2011)
6. LIMITATIONS AND FUTURE
RESEARCH
This research focused in investigating the proposed
conceptual model for single product category. Future
researchers can test the model for other product and
service categories to generalize the idea. This model
limited to brand experience, and brand trust as antecedent
to brand loyalty and the consequence of brand experience
is limited to trust and brand loyalty, future researchers can
incorporate the brand attachment and brand involvement
as antecedent and customer satisfaction and commitment
as possible consequences to achieve more clear idea about
the importance of these factors.
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