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Chapter I

THE PROBLEM AND ITS SETTING

Introduction

Most if not all companies in the country proceed on serious marketing

budget cut-offs in the production of their merchandise once they face an ongoing

recession in order to meet the financial goals of the company, which sometimes

lead to the products’ poor qualities. As a result, customer experience gets poorer

when consumers interact with the brand, which culminates in brand switching

and reduced customer loyalty (Brakus et al., 2009).

Given that recent economic crisis rapidly intensifies, it is very important

that companies should implement marketing strategies in support of keeping

customers (Ou et al., 2013). Having loyal customers can help a business push

past its competitors and give it the competitive advantage that it needs to

succeed in the marketplace. That is why almost all of the companies strive to

know the preferences of their customers in order to catch their loyalty. Brand

loyalty is the tendency of consumers to continuously purchase one brand’s

products over another, and this repeat purchasing behavior is based in the brand

experience of the consumers while brand experience is a loose term for

integrated marketing that focuses on passion-based insights to fuel creative

solutions. In the strategic brand management point of view, scholars proposed

that brand experience takes an important role in affecting brand loyalty. Creating
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stronger customer relationship through relational experiences is the main

requirement to build a sustainable competitive advantage. One of the strategies

crucial to sustaining brand loyalty is including something that would be

memorable to the consumers in the product consumption. Additionally, according

to many studies, in order to produce strong brand loyalty, it is necessary to

apprehend all four dimensions of brand experience: sensory, affective,

intellectual, and behavioral (Ou et al., 2013). If a company wants superiority

among other competing brands, they must consider consumers behavior as well

as their preferences.

The researchers conceptualized and conducted a study about how the

consumer’s buying behaviors and experiences affect their loyalty to a certain

brand particularly to the customers of selected cafés in SM Mall of General

Santos City. This study hopes to provide an objective evaluation of the variables

included in the study for the purpose of synchronizing both positive and negative

issues and concerns and enlighten the minds of the masses on the pivotal role of

brand experience to brand loyalty.

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Statement of the Problem

This study aimed to determine the brand loyalty and brand experience of

the customers of Cafés in SM General Santos City. Specifically, this study sought

to:

1. Identify the level of influence of brand experience on brand loyal

customers in terms of:

a) Sensory

b) Affective

c) Intellectual

d) Behavioral

2. Find out the level of influence of brand experience on non-loyal

customers in terms of:

a) Sensory

b) Affective

c) Intellectual

d) Behavioral

3. Determine the significant difference between the Sensory experience of

loyal and non-loyal customers;

4. Determine the significant difference between the Affective experience of

loyal and non-loyal customers;

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5. Determine the significant difference between the Intellectual experience

of loyal and non-loyal customers; and

6. Determine the significant difference between the Behavioral experience

of loyal and non-loyal customers.

Hypothesis

There is no significant difference between the brand experience of loyal

and non-loyal customers of cafés in SM General Santos City.

Significance of the Study

The study of business is held as an important frontier for progress not only

on companies or big businesses owners, but also to all the sizes of businesses

including micro, small and medium enterprises and to individuals who are

aspiring to start a business. Much has been done to improve marketing

strategies. Over time, innovations had been made from theories to strategies and

techniques. This study adds to the many literatures on what to improve and

where to focus when the aim is to increase the loyalty of customers. It is

conveying the importance of understanding consumers' experiences and

behaviors in relation to their loyalty to a brand or product.

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For the business establishments and business owners, the results will be

an effective tool for them to know how their consumers react on their products

and what they consider when choosing or buying. Companies and businesses

can also generate marketing strategies through the results of this study, which

will help them in attracting and keeping loyal buyers. The consumers will gain

knowledge about their own behavior in the market and will help them also

consider what dimension of brand experience they should use more in

purchasing products next time. This is also helpful to the business administration

students for them to have knowledge about the marketing concept of marketing

philosophy which is useful for their projects, immersions, on-the-job training or

simply as a guide in their studies. They could use this as a reference to know

what their target market wants in order to improve their product or service. Future

researchers may use this study as a guide and an essential reference for future

researches on even more in-depth studies on the relationship between brand

experience and brand loyalty.

Scope and Delimitation

This paper studied the brand loyalty of the customers of cafés in SM

General Santos City which is determined through their behavior and attitude

towards the brand. The loyalty of the customers was categorized as loyal or non-

loyal, which is grounded from George Day (1969) in his marketing journal titled A

Two-Dimensional Concept of Brand Loyalty. This study also covered the brand
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experience of the consumers and how they react while eating in the cafés in SM

General Santos City in terms of sensory, affective, intellectual, and behavioral.

The researchers correlated the variables comprising the consumers' brand

experience with their brand loyalty.

The study was limited only to a specific type of restaurant which is café,

disregarding the major industry where it belongs to. The level of the brand loyalty

only focused on the buying behavior of the respondents. In terms of brand

experience, the study focused only on the firsthand experience of the

respondents which was categorized into the four dimensions of brand

experience.

Definition of Terms

For a clearer understanding about the contents of this study, the following

terms where defined conceptually and operationally.

Brand Loyalty. A deeply held commitment to re-buy or patronize a

preferred product or service consistently in the future, thereby causing a

repetitive same-brand or same brand-set purchasing (Saraswati & Indriani,

2015). Operationally, brand loyalty is used to categorize the market into

segments in which the brand experience will be studied.

Brand Experience. Conceptualized as subjective, internal consumer

responses and behavioral responses evoked by brand related stimuli that are
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part of a brand’s design, identity, packaging, communications and environment

(Brakus et al., 2009). Operationally, brand experience is used a determinant of a

consumer’s loyalty to a certain brand.

Sensory Experience. Involves brand promoting awareness of one or

more of the five senses such as the hearing, smell, sight, touch, and taste

(Owren, 2014). Operationally, sensory experience is used as a factor that affects

a consumer’s loyalty to a certain brand in sensory way.

Affective Experience. Includes the consumer’s affection or feelings

towards emotional responses and reactions to the brand and relates to the social

currency evoked by the brand where affection can be mild or intense and can be

positive or negative (Owren, 2014). Operationally, affective experience is used as

a factor that affects a consumer’s loyalty to a certain brand in affective way.

Intellectual Experience. The dimension where the consumers think or

feel curious about a certain product (Owren, 2014). Operationally, intellectual

experience is used as a factor that affects a consumer’s loyalty to a certain brand

in an intellectual way.

Behavioral Experience. When a brand is being consumed or used and it

made the consumer act or behaves in a certain way (Owren, 2014).

Operationally, behavioral experience is used as a factor that affects a

consumer’s loyalty to a certain brand in behavioral way.

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Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of the related literature and studies that

are found significant for this study.

Related Literature

Relationship of Brand Loyalty and Brand Experience

Many articles have been made in determining the relationship between the

brand experience and brand loyalty. According to Iglesias et al. (2010), there is

direct relationship between the brand experience and brand loyalty and the role

of brand experience in brand-building is crucial. It is because if the customers

acquire positive and enjoyable experiences, they are more likely to repurchase

the brand resulting to developing brand loyalty. Also, Ramaseshein and Stein

(2014) believe that positive brand experiences may result to pleasurable

outcome that encourages the consumer to make a repeat purchase. Ha and

Perks (2005) also noted that unique and memorable experiences can develop a

customer satisfaction with the brand and it helps in building a brand loyalty.

The crucial part in building a brand loyalty is through the product

transformation and establishing a memorable experience. These memorable

events occur during the different stages of the purchase process with diverse

interaction points (Huang et al., 2015). It can be evoked through the interaction of

the consumers with the product or services, during the consumption or online
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interaction with the appearance of the brand (Meisenzahl, 2017). Moreover,

Gentile et al. (2007) pointed out the positive customer experiences could develop

an emotional tie between a brand and a customer that would help in building a

customer loyalty.

Brakus et al. (2009) wrote an article stating that brands that are capable of

delivering a superior brand experience can achieve a preference over and

differentiation from other brands and build brand loyalty. He also pointed out that

the brand should not limit themselves in maintaining and ensuring consistency if

they want to bring a brilliant brand experience and have a strong impact on their

customers. He concluded that positive brand experiences are helpful in

enhancing a brand and it is more likely to make a customer loyal to the brand. He

also contrasted brand experience with product experience in terms of their

valence; some are positive while some are negative. Brand experience is also

considered to occur spontaneously without much reflection and is short-lived; on

the other hand, it can also be deliberate and can last longer. As time goes by,

there will be an effect in consumer satisfaction and loyalty in terms of the long-

lasting brand experiences.

Brand Loyalty

Brand loyalty simply refers to the consumer’s preference to buy a

particular brand in a product category. It occurs when consumers perceive that

the brand offers the right product features, images or level of quality at the right

price. Brand Loyalty is therefore related to a customer’s preference and

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attachment to a brand. It may occur due to a long history of using a product and

trust that has developed as a consequence of the long usage. A lot of researches

already elaborated the concept of brand loyalty.

Oliver (1997), as mentioned in the study of Saraswati and Indriani (2015),

defined loyalty as a deeply held commitment to rebuy or patronize a preferred

product or service consistently in the future, thereby causing a repetitive same-

brand or same brand-set purchasing, despite situational influences and

marketing efforts that have the potential to cause switching behavior. Similarly,

Jacoby and Chestnut (1978) defined brand loyalty as the biased behavioral

response, expressed over time, by some decision-making unit, with respect to

one or more alternative brands out of a set of such brands, and is a function of

psychological decision-making, evaluative processes. Therefore, loyalty implies

consistent repurchase of a brand resulting from positive attraction of consumers

towards the brand or the product. On the other hand, Aaker (1991) defined brand

loyalty as the measure of attachment that a consumer has towards a brand.

Brand loyalty according to him reflects how likely a consumer will be to switched

brands when that brand makes a product change either in price or product

features. Aaker states that the core of a brand’s equity is based on customer

loyalty. Therefore, if customers buy with respect to features, price and

convenience with little concern to the brand name, there is perhaps little equity.

Before, specialists focused only on behavioral dimension of loyalty, it was

understood as a repeat purchase behavior, while largely neglecting phenomena

like multi-brand loyalty and bounded generated new approaches explaining

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behavioral patterns. In such theories, loyalty was the share of total purchases;

purchase frequency or pattern, or purchase probability. In these approaches,

brand loyalty was seen in terms of results or repeated purchase behavior, not

reasons.

That shortcoming led the emergence of a behavioral approach towards

explaining purchase patterns and later to the psychological perspective in

understanding loyalty. In 1969, George Day proposed the concept of two-

dimensional loyalty. Studying both attitudinal and behavioral loyalty allowed us to

identify different customers segments and to work with different types of

marketing strategies. They believed that believed that it had to be evaluated

according to attitudinal criteria together with behavioral ones.

Behavioral loyalty indicates the number of products that a person

purchases or plans to purchase repeatedly, what is recognizable through

purchase behavior and application. This kind of loyalty can be measured on the

basis of the share of purchase, frequency of purchase and so on. In this theory, it

is assumed that the consumer’s preferences appear in their behavior. Attitudinal

loyalty is a psychological attachment to a company or selected brand, which is

often in the form of a long-term and ongoing relationship with the brand.

Preferences, purchase intention and the willingness to recommend are the tools

to measure attitudinal loyalty.

Although the traditional two-dimensional approaches to loyalty were useful

for understanding brand loyalty, Oliver (1997) argued that customer loyalty
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includes three components: cognitive, affective, and behavioral intentions. Then

in 1999, he expanded this structure up to four components and stated that

customer loyalty forms in a consecution of cognitive loyalty, affective loyalty,

conative loyalty, and action behavioral loyalty. In such a progressive sequence of

customer behavior one can observe that attitudinal loyalty leads to behavioral

loyalty. Oliver argues that cognitive loyalty leads to affective loyalty followed by

conative loyalty, and finally becomes loyalty in action, implying that different

aspects of loyalty do not emerge simultaneously, but rather consecutively, over a

period of time. At each stage, different factors influencing loyalty can be

detected. This loyalty model was then studied and analyzed by specialists

including Eugene Sivadas and Jamie Baker-Prewitt in their study titled An

Examination of the Relationship Between Service Quality, Customer Satisfaction

and Store Loyalty (2000), Harris and Goode in their study of online service

dynamics titled The Four Stages of Loyalty and the Pivotal Role of Trust (2004),

Olsen in his Journal of the Academy of Marketing Science titled Comparative

Evaluation and the Relationship between Quality, Satisfaction, and Repurchase

Loyalty (2002), and Han, Kwortnik and Wang, in their Journal of Service

Research titled Service Loyalty: An Integrative Model and Examination Across

Service Contexts (2008).

This four-phased loyalty model was tested by different specialist including

Bobalca, Gatej and Ciobanu (2012) in their research titled Developing a Scale to

Measure Customer Loyalty. Based on the approach by Oliver (1999), Harris and

Goode (2004), and Evanschitzky and Wunderlich (2006), loyalty models were
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developed and tested. The hypothesis that loyalty is a process with four distinct

phases: cognitive, affective, conative and action was partially confirmed. Only

three from four loyalty dimensions were identified: affective, conative and action

loyalty. Their study showed that the scale for Cognitive Loyalty was eliminated

from the model due to the lack of validity, but the only reason for that result was

the manner of developing the scales. They were adjusted from existing scales

from different foreign research studies, using the qualitative research. But if the

model will be restructured properly, the scale would be effective. Basing from the

results of previous studies by Harris and Goode (2004) or Evanschitzky and

Wunderlich (2006), the four phases of loyalty are effective tools to measure if a

customer is brand loyal.

Brand Experience

Brakus et al. (2009) conceptualizes brand experience as subjective,

internal consumer responses (sensations, feelings and cognitions) and

behavioral responses evoked by brand related stimuli that are part of a brand’s

design, identity, packaging, communications and environment. He also

contrasted brand experience with product experience in terms of their valence;

some are positive while some are negative. He theorized brand experience as

sensations, feelings, cognitions, and behavioral responses which were evoked by

brand-related stimuli. Brand experience was also considered to occur

spontaneously without much reflection and is short-lived; on the other hand, it

can also be deliberate and can last longer. As time goes by, there will be an

effect in consumer satisfaction and loyalty in terms of the long-lasting brand

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experiences. According to him, brand experience differs from evaluative,

affective, and associative constructs, such as brand attitudes, brand involvement,

brand attachment, customer delight, and brand personality which make brand

experience conceptually distinct from other brand constructs (Brakus et al.,

2009).

An online blog by Schmidt (2018) mentioned brand can be experienced in

many ways and it can invoke feelings, thoughts or behavior towards the

consumer. Schmidt’s blog unintentionally mentioned about the presence of

sensory as a need in optimizing brand experience. This blog unintentionally leads

the flow of the information from the brand experience to its dimensions.

A famous study from Brakus et al. (2009) explains the facts and

information about the brand experience. His study has been cited by different

authors who also studied and made researches about brand experience. Even

though his questions are too broad for students to answer, it is still the most used

scale in determining the experience of consumers in a certain brand in terms of

the four dimensions.

The presence of the dimension of the brand experience were found on

many studies and literature on different authors but most of the authors cited

Brakus et al’s study as reference. However, Owren (2014) also mentioned the

presence of the different dimensions of brand experience in her study. She

mentioned that it can be difficult to distinguish between the four-brand experience

dimension namely sensory, affective, intellectual, and behavioral.

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Moreira et al. (2017) also cited the study of Brakus et al. (2009) in hers.

She stated that brand experience is formed from a sensory dimension (related to

visual, auditory, tactile, taste and olfactory stimulation provided by a brand); an

affective dimension (including feelings created by the brands and its emotional

links with the consumer); a behavioral dimension (which refers to bodily

experiences, lifestyles and interactions with the brand); and finally, an intellectual

dimension (including the ability of the brand to engage consumers in convergent

and divergent thinking).

Sensory Experience

According to Owren (2014), sensory dimension involves brand promoting

awareness of one or more of the five senses such as the hearing, smell, sight,

touch, and taste.

The customer's sensory experience can lead to "the experience of logic."

This logic can postulate the individual's subjective and interpretation which is the

only genuine logic in the binary society (Hultén et al., 2009). This experience is

important in loyalty building for the senses are the connection of human to the

outside world. The brain interprets the messages they send and forms its

perception of the world in accordance with those interpretations. In the

psychological theory behind the human senses, sensory marketing is so

important.

The sight is the sense that affects the brand perception the most, since a

consumer first see a product before involving any other senses in the experience.
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That's why brands invest so much effort and resource in visual content. Unless

an individual owns a restaurant or coffee shop, the taste sense can influence the

least. However, taste can still become an important aspect of your marketing

strategy. The sense of taste can deeply influence our memories, emotions and

moods. A knowledgeable marketer will find ways to use that fact to the

campaign's advantage. Sense of smell on the other hand, even if a brand is not

related to scents, they can still benefit from sensory marketing. The sense of

smell is directly linked to your limbic system. This means that you’re far more

likely to remember something you smell over something you see.

Hussein (2018) discussed that sensory experience can also be evaluated

by the degree of attraction, for example in a restaurant's elements, such as

providing more appealing foods and beverages which will tend to their customers

satisfied toward the restaurant service.

Affective Experience

Affective dimension, on the other hand, refers to customer’s life-targeting

physical experiences. According to Brakus et al. (2009), affective dimension is

the consumer’s presence of evoking feelings or sentiments towards a certain

brand of a product.

Oliver et al. (1997) discussed that costumer delight is characterized by

positive effect which considered the affective component of satisfaction.

Costumer delight in brand experience does not occur only after consumption,

which they occur whenever there is a direct or indirect interaction with the brand.
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Like Brakus et al. (2009), according to Keller (2008), affective dimension is

the consumer’s affection or feelings towards emotional responses and reactions

to the brand. Affective relates to the social currency evoked by the brand where

affection can be mild or intense and can be positive or negative. The emotions

also evoked by a brand that became so strongly associated which they are

accessible during product consumption or use. Keller identifies the six important

types of building affection; a.) Warmth is when the brand evokes soothing types

of feelings and makes consumers feel a sense of calm or peacefulness.

Consumers may feel sentimental, warmhearted, or affectionate about the brand,

b.) Fun is the upbeat types of feelings make consumers feel amused,

lighthearted, joyous, playful and cheerful, c.) Excitement is when the brand

makes consumers feel energized and get experiences to be something special.

Brands that evoke excitement may generate a sense of delight, of “being alive,”

or being cool, sexy, or so on, d.) Security is when the brand produces a feeling

safety, comfort, and self-assurance, e.) Social approval is when consumers feel

that others look favorably on their appearance, behavior, and so on. This

approval may be a result of direct acknowledgement of the consumer’s use of the

brand by others or may be less obvious and a result of attribution of product use

to consume, and f.) Self-respect is when the brand makes consumers feel better

about them. Consumers feel a sense of pride, accomplishment, or fulfillment.

According to Decker (2018) in his article entitled The Ultimate Guide to

Emotional Marketing, people rely on emotions, rather than information, to make

decisions. Emotional responses to marketing actually influence a person’s intent

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and decision to buy more than the content of an ad or marketing material. Out of

1,400 successful advertising campaigns, those with purely emotional content

performed about twice as well as those with only rational content. Emotional

marketing helps people decide with their hearts, which actually has more

influence on buying than their minds.

Intellectual Experience

Intellectual dimension involves brands having the ability to make

consumers think or feel curious (Owren, 2014). It also involves a customer's

creative thinking and the ways of reproducing the things in a different manner

and it inspires them to do creative thinking and reevaluate the brand (Saraswati

& Indriani, 2015). In this dimension, the consumers are engaged in a lot of

thinking when they encounter this brand, it makes them think if their products or

services are worth-buying for, or if it is a good place to hang out with friends, to

relax, and to be productive. Intellectual experience occurs when a brand's design

uses complex pattern (Brakus et al., 2009). Like, slogans, mascots, and brand

character. He also stated that those design may also result imaginative though

and may trigger emotions and stimulate actions since there is no one-to-one

correspondence such that a certain stimulus type would trigger a certain

experience dimension, and only that dimension.

Behavioral Experience

According to Wood (2000), behavioral dimension is the consumer’s act or

feel in a certain way as behavior towards a certain brand of a product that is

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being consumed. He identified the types of behavioral dimension that refers to a

brand that is being consumed as: a.) Consumer Act - the consumers' action of

how they express their emotion towards a certain brand of a product; and b.)

Consumer Feel - the consumers' reaction of how they feel in a certain way

towards a certain brand of a product.

Brakus et al. (2009), also indicates that brand experiences have an impact

that affects the consumers' loyalty towards a certain brand of a product through

their moods and emotions which explains that behavioral dimension will vary in

both strength and intensity whether they can be positive or negative. Behavioral

dimension helps the business to know how their consumer reacts towards their

product in order to know their target market. The consumer will also have a

behavioral impact of how they feel towards a product that is being consumed in

which they will have their opinion and reaction about their experiences towards a

certain brand of a product.

According to him, the direct brand experience has a stronger effect over

the customers' insight of the brand than the perception that is based on indirect

experience such as advertising and marketing communication only. Therefore, in

order to compete, brands need to prioritize user experience to design a positive

brand experience. The experience defines the customer’s relationship with the

brand. Positive brand experience means that every interaction and touchpoint

with a brand needs not only to be engaging and enjoyable in order to create an

emotional bond with the brand, but to be consistent and reflective of the brand

values.
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Related Studies

A study conducted by Lodorfos et al. (2014) about automotive industry

shows that there is a direct link between brand experience to brand loyalty which

gives a significant level of P<,0001*. Moreover, the authors concluded, with 99%

level of confidence, that brand experience has a significant influence on brand

loyalty, both as stand-alone and mediated factor. However, due to some

instances where the expected count was not reached, the authors stated that

their findings may not be completely reliable which led them to perform a

Pearson correlation test as well. Based on the results of their Pearson test, it’s

concluded that there was in fact a statistically significant correlation between

brand experience and brand loyalty and other factors that connects to brand

loyalty.

Brakus et al. (2009) found out in their study that the direct effect of brand

experience is higher on loyalty than on satisfaction which led them to conclude

that brand experience is a stronger predictor of actual buying behavior than

brand personality, which in turn is a better predictor of satisfaction. In conclusion

to their study, they conceptualized brand experience as subjective consumer

responses that are evoked by specific brand related experiential attributes in

such settings. They demonstrated that brand experience can be broken down

into four dimensions (sensory, affective, intellectual, and behavioral), which are

differently evoked by various brands.

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In the research paper of Saraswati and Indriani (2015) titled Analysis of

Brand Loyalty Toward Ngopi Doeloe's Café in Bandung using Brand Experience,

they used multiple linear regression analysis technique to examine the variables

that influenced the independent variable on the dependent variable. The

researcher aimed to determine the brand loyalty of consumers to Ngopi Doeloe's

Café and among the dimension of brand experience which is most influential.

Based from the findings, all of the dimensions of brand experience (sensory,

affective, intellectual, and behavioral) have a positive effect on brand loyalty.

Sensory effects by 3.9 %, Affective effects by 11. 6%, Intellectual effects by 2.

3% while for the behavior by 46.1%. It can be concluded that the behavioral

dimension of brand experience has the most influence of brand loyalty of Ngopi

Doeloe while the other dimension of brand experience has a positive effect but

less significant.

Another research on brand experience, emotional attachment and brand

loyalty was conducted by Khan and Fatma (2017) in their paper Investigating

Role of Brand Experience and Emotional Attachment in Building Brand Loyalty.

Findings reveal that the four dimensions of brand experience (sensory, affective,

intellectual, and behavioral) had a significant influence on consumer emotional

attachment, which supports H1a, H1b, H1c, and H1d. However, intellectual (β=

0.05, p < 0.001) dimension showed a weak positive effect on consumer

emotional attachment unlike the other dimension. Sensory experience (β = 0.41,

p < 0.001), Behavioral experience (β= 0.36, p < 0.001), and Affective (β= 0.11, p

< 0.001). Moreover, the results reveal that the sensory (β = 0.29, p < 0.001),
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behavioral (β= 0.21, p < 0.001), and affective (β= 0.16, p < 0.001) dimensions

show a significant positive influence on brand loyalty. However, the relationship

of intellectual experience (β= 0. 07, ns) to the brand loyalty was not significant.

To sum up, the sensory, affective, intellectual and behavior are crucial in

strengthening the emotional attachment bond between the consumer and a

brand, and in improving a brand loyalty. Also, the findings suggest that the

marketers of luxury fashion brands need to continuously provide a superior brand

experience, especially in sensory, affective, intellectual and behavioral

experiences in cultivating brand loyalty.

Singh (2016), author of the paper titled Factors Influencing Brand Loyalty

for Samsung Mobile Users in Nepal, stated that the prime focus of the research

are the younger people who are using Samsung brand and well-educated people

so that they will provide a meaningful answer in the research questionnaires, and

to determine the factors that are influencing the brand loyalty for the Samsung

mobile users in Nepal. Results suggest that the brand experience is statically

significant to determine the brand loyalty of Samsung phone (β = .505, t=.6.383,

p<.05). Thus, the H3 was supported which is the brand experience of the

customers positively affects brand loyal customers to buy a Samsung mobile

phone.

In the study of Examining the Effect of Brand Experience on Consumer

Satisfaction, Brand trust and Brand loyalty, two pre-studies were conducted to

determine the brands to be used in the main research. The aim of the first pre-

study was to determine the potential brands that could be used for the main
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research. To determine the brands to be used in the study, a one sample t-test

was conducted. As a result, four brands that had the highest means and that also

had statistically significant differences from the midpoint of the scale were

selected for the main study. The chosen brands were: Apple (X = 4.41; sd = 0.63;

sig = .000), Sony Play Station (X = 4.26; sd = 1.02; sig =.000), Nike (X = 4.18; sd

= 1.06; sig =.000) and Coca Cola (X = 3.97; sd = 1.04; sig =.000). Convenience

sampling was used as the method of sampling. The result of this study indicates

that the brand experience scale is a valid and reliable measure and consists of

four dimensions: Sensory, Affective, Behavioral and Intellectual.

This finding shows parallelism with the findings of Brakus et al. and

Zarantonello and Schmitt. Although cultural differences have the potential to

have an effect on marketing variables, the results of this study shows the validity

and reliability of the brand experience scale. Therefore, it supports the fact that

the brand experience scale could be used in a different country, Turkey in

particular. The important findings of this study, is the brand experience has a

significant and direct positive effect on brand trust. Consumers are likely to

choose the brand they trust because trust reduces risk and ambiguity. Therefore,

brand trust leads to brand loyalty. From this perspective, it could be said that

brand trust is one of the fundamental qualifications of brand loyalty.

Another explanatory research with a quantitative approach was conducted

by Sugiyono. In his study titled The Influence of Brand Experience and Service

Quality to Customer Loyalty Mediated by Customer Satisfaction in Starbucks

Coffee Malang, he used a sampling technique that is non-probability sampling.

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Sugiyono (2008), states that the selection of the sample by using Non-Probability

Sampling researchers can at will or consciously decide whether the elements into

the sample.

The conclusions are as follow: 1.) There is the Influence Consumer Brand

Loyalty Experience with significant 0,000 < 0.05; 2.) There is the Influence

Customer Loyalty Service Quality with significant 0.000 <0.05; 3.) There is the

Influence Brand Experience against Customer Satisfaction with significant 0.000

<0.05; 4.) There is the influence of Quality of Service Customer Satisfaction with

significant 0.000 <0.05; 5.) There is the influence Consumer Satisfaction Loyalty

with significant 0.000 <0.05; 6.) There is the influence Brand Experience Loyalty

Consumers are mediated by customer satisfaction with significant 0.000 <0.05;

and 7.) There is the influence of Quality of Service Loyalty Consumers are

mediated by customer satisfaction 0.000 <0.05. This research can be concluded

that the role of mediation is effective consumer satisfaction in delivering the

influence of brand experience and service quality to customer loyalty. Starbucks

which is the object of research is chosen because it is a world brand that has a

uniform standard in the aspect of brand experience and service quality but it is

rarely conduct consumer satisfaction survey so it cannot simultaneously measure

what kind of consumer loyalty especially in Malang city which is a city that has

many coffee shops.

In a study conducted by Saraswati and Indriani (2015), Analysis of Brand

Loyalty toward Ngopi Doeloe’s Café in Bandung Using Brand Experience,

sensory effect got 3.9%, the attributes that have a good impression to
 25

responsents re the sight, taste, and touch sensories, while the bad ones are

smell and sound sensories. While intellectual effect got 2.3%. According to a

respondent, the attributes that have a good impression are easy for doin task,

easy booking system, and easy to hang out in Ngopi Doeloe. In the other hand,

the attribute that has a bad impression is easy of internet access in Ngopi

Doeloe.

Theoretical Framework

The researchers aim to ascertain the level of influence of the dimensions

of brand experience in brand loyal and non-loyal customers of the cafés in SM

General Santos City.

Brand Loyalty was introduced by Oliver (1999), when he expanded his

structure up to four components and stated that customer loyalty forms in a

consecution of cognitive loyalty, affective loyalty, conative loyalty, and action

behavioral loyalty. In such a progressive sequence of customer behavior one can

observe that attitudinal loyalty.

Brand experience on the other hand, was presented by HA and Perks

(2005) in their study “Effects of consumer perceptions of brand experience on the

web: brand familiarity, satisfaction and brand trust” which stated that unique and

memorable experiences can develop a customer satisfaction with the brand and

it helps in building a brand loyalty.

 26

While brand experience as whole directly affects brand loyalty, each of its

dimensions also has different level of influence to customer.

This kind of buying behavior is explained in The Theory of Reasoned

Action (ToRA or TRA). It aims to explain the relationship between attitudes and

behaviors within human action (Trafimow, 2009). An individual's decision to

engage in a particular behavior is based on the outcomes the individual expects

will come as a result of performing the behavior. Established by Martin Fishbein

and Icek Ajzen in 1967, ToRA states that the intention of a person to perform a

behavior is the main determinant of whether or not that behavior is actually

performed. It is used primarily to anticipate how people will behave based on

their existing attitudes and behavioral intentions. In addition, the normative

component (i.e. the social norms surrounding the act) also contributes to the

actual performance of the behavior. According to the theory, the intent to perform

a certain behavior precedes the actual behavior according to the theory. This

intention is known as behavioral intention and results from a belief that

behavioral performance will lead to a specific outcome.

This research is anchored with the Theory of Reasoned Action as it

implies that one's attitude toward performing the behavior (sensory and affective)

and one's subjective norm related to performing the behavior (intellectual and

behavioral) leads to behavioral intention.

 27

BRAND THEORY OF BRAND

EXPERIENCE REASONED LOYALTY
ACTION
a. Sensory a. Loyal
b. Affective Trafimow b. Non-Loyal
c. IIntellectual (2009)
d. Behavioral

Figure 1
Theoretical Framework
 28

Conceptual Framework

According to Iglesias et al. (2010), there is direct relationship between the

brand experience and brand loyalty and the role of brand experience in brand-

building is crucial. It is because if the customers acquire positive and enjoyable

experiences, they are more likely to repurchase the brand resulting to developing

brand loyalty. Also, Ramaseshein and Stein (2014) believes that positive brand

experiences may result to enjoyable outcomes that encourages the consumer to

make a repeat purchase, which in the long run may result to brand loyalty. The

crucial part in building a brand loyalty is through the product transformation and

establishing a memorable experience. These memorable actions occur during

the different stages of the purchase process with various interaction points

(Huang et al., 2015). It can be evoked through the interaction of the consumers

with the product or services, during the consumption.

Clearly brand experience is a very influential factor that affects the loyalty

of the consumers to a brand, and each dimension of brand experience has

different level of influence to customers whether they are loyal or not.

It is with all the above knowledge, findings and assumptions of this study

was based. The brand loyalty of a consumer is determined in extremes of being

loyal or not loyal. The brand loyalty and brand experience are being examined

and correlated to determine if there is a significant difference between the

variables.
 29

A schematic diagram of the conceptual framework is being illustrated in

Figure 2.

Independent Variable Dependent Variable

BRAND LOYALTY
BRAND EXPERIENCE
a. Loyal Customers
a. Sensory
b. Affective
c. Intellectual
d. Behavioral
BRAND LOYALTY
b. Non-Loyal Customers

Figure 2
Conceptual Framework
 30

Chapter III
METHODOLOGY

This chapter describes the methodology for the survey research study.

This includes the research design, research locale, research respondents,

research instruments, data gathering procedure and statistical treatment.

Research Design

This study used a descriptive-comparative research where the

researchers measure things as they are and did no attempts to change the

behavior or conditions, which is best served to answer the questions and the

purposes of the study in determining the specific dimension that a consumer use

in terms of patronizing a certain brand. The researchers used this design as this

type of research allows researchers to judge behavior and then present the

findings in an accurate way. This method used questionnaires to get the accurate

behavior of the consumer with intense precision.

Garcia (2010) cited that descriptive research aims to describe a situation,

problem or phenomena systematically, functionally, accurately and objectively.

Calmorin and Calmorin (2003) also emphasized that this type of research

focuses at the present condition, the purpose of which is to find new truth, and is

also useful in providing facts on which scientific judgments may be based.

 31

INPUT PROCESS OUTPUT

Brand Gathering of Level of

Experience of Conceptual and influence of
loyal café Research brand
customers in Literature experience on
terms of: loyal and non-
 Sensory loyal
Formulation and customers.
 Affective
Administration
 Intellectual of Research
 Behavioral Instrument
Significant
Brand difference of
Experience of each dimension
non-loyal café Analysis and
of Brand
customers in Interpretation of
Experience
terms of: Data through the
Use of Statistical between loyal
 Sensory Tools and non-loyal
 Affective customers in
 Intellectual terms of:
 Behavioral Testing of  Sensory
Research  Affective
Hypotheses  Intellectual
 Behavioral

Figure 3
Research Design
 32

Research Locale

This study was conducted inside SM General Santos City. Four cafés

inside the SM Mall were involved in conducting the study in which they were the

only cafés that allowed the researchers to conduct our research survey apart

from other cafés. The researchers chose SM mall since it has more cafés

compared to the other malls in General Santos City and for having a wide scope

of population to conduct a survey research.

A map of the locale where the research will be conducted is shown below.

Figure 4
Map of Locale
 33

Research Respondents

In this study, the target population was the customers of cafés in SM

General Santos City. Out of the population, 384 customers were randomly

selected as the sample size using the Cochran’s Formula. Cochran (1977)

developed a formula to calculate a sample size of a large population whose

degree of variability is not known. Since there is no exact number of total

population of customers, his formula was used as it allows an individual to

calculate an ideal sample size given a desired level of precision, desired

confidence level, and the estimated proportion of the attribute present in the

population. The respondents were selected using convenience sampling method,

since there is large and no exact number of population of customers.

There are 4 cafés that were included in conducting the study and each

café has a number of 96 populations of customers which have the total of 384

customers. Table 1 shows the population distribution of the study.

Table 1
Distribution of Respondents

Cafés in SM General Santos City Number of Respondents

Annipie Bakery and Café 96
Bo’s Coffee 96
Brew Haha Coffee and Tea 96
Café Amoree 96
Total 384
 34

Research Instruments

The following instrument was used to gather needed information for the

study.

Part I. Brand Loyalty. This questionnaire was adapted from the study of

Hinson, Nimako, Vanzyl, Chinje and Asiamah (2016) titled “Extending the Four

Stages of Brand Loyalty Framework in African Telecom” and was modified to be

appropriate for this study. This is a rating scale questionnaire that contains

questions regarding the brand loyalty of the customers. This determined whether

the customer is brand loyal or not. It was composed of 16 items and was rated

using the 5- point Likert scale which described as follows:

Table 2
Rating Scale for Brand Loyalty Questionnaire

Scale Description
5 Strongly Agree
4 Agree
3 Undecided
2 Disagree
1 Strongly Disagree

Part II. Brand Experience. This is a rating scale questionnaire that

determines the level of influence of brand experience on brand loyal and non-

loyal customers. It contained 3 questions per dimension, namely sensory,

affective, intellectual and behavioral. This questionnaire was adapted from the

study of Brakus et al. (2009) titled “Brand Experience: What Is It? How Is It
 35

Measured? Does It Affect Loyalty?” and was modified to be appropriate for the

study. It was rated using the 5-point Likert scale which described as follows:

Table 3
Rating Scale for Brand Experience Questionnaire

Scale Description
5 Strongly Agree
4 Agree
3 Undecided
2 Disagree
1 Strongly Disagree

Data Gathering Procedure

All data relevant to the topics of this study were gathered personally by the

researchers. Secondary data was collected from news items, books, and from

the Internet, while the primary data was obtained from the filled-up questionnaire

administered to the respondents of the cafés covered in this study.

The stated process below was followed by the researchers to get the

necessary data for the research.

 36

Figure 5
Procedure Flowchart

Gathering of Conceptual and Research Literature

. Formulation of Research Instrument

Distribution of Paper-pencil Questionnaire

Data Interpretation and Analysis

Testing of Research Hypothesis

 37

Gathering of Conceptual and Research Literature

First, the researchers searched and gathered pieces of secondary

information related to the topic in order to gain more knowledge and to find

information that support the results of this research.

Formulation of Research Instrument

The researchers looked for questionnaires and modified it to make it

appropriate for this study and can provide the necessary information that the

researchers need.

Permission to Conduct

The researchers asked permission from the department head to conduct

the research. This was done through a formal letter of request from the

researchers duly noted by their subject teacher that was approved by the

department head. After the approval, the researchers set arrangements of

schedules for the gathering of data.

Distribution of Paper-pencil Questionnaire

The researchers asked permission from the management of the locale of

the study and then personally distributed 384 paper-pencil-questionnaires and

facilitated the test-taking of the respondents during the conduct of the study. After

all the survey questionnaires were gathered, the researchers continued on

examining the answered questionnaires to know what dimension of brand

experience do loyal and non-loyal customers of the cafés in SM use more in their

purchase.
 38

Data Interpretation and Analysis

The researchers gave the gathered data to Mr. Edgardo Salut, a licensed

statistician. After the statistician handed the calculated information, the

researchers interpreted and analyzed the data.

Testing of Research Hypothesis

Lastly, after analyzing and interpreting the data which was provided by the

statistician, the researchers tested the research hypothesis whether the null

hypothesis will be accepted or rejected.

Statistical Tool

For a clearer interpretation of the data gathered from the survey

questionnaire, the researcher used the following statistical procedures:

To answer sub-problem 1 and 2, researchers used weighted mean which

is a type of mean where some values contribute more than the others (Pierce,

2017). It was used to measure the general response of the survey samples,

whether they agree to the given statement or not. The researcher used this tool

to identify the level of influence of the four dimensions of brand experience to the

non-loyal and loyal customers.

The computed mean was compared to the scale below for the

interpretation.
 39

Table 4
Verbal Interpretation
Range Verbal Interpretation
The dimension of brand experience is very highly influential on
4. 21- 5.00
brand loyal and non-loyal consumers.
The dimension of brand experience is highly influential on brand
3.41- 4. 20
loyal and non-loyal consumers.
The dimension of brand experience is influential on brand loyal
2.61- 3.40
and non-loyal consumers.
The dimension of brand experience is fairly influential on brand
1.81- 2.60
loyal and non-loyal consumers.
The dimension of brand experience is not influential on brand
1.00 - 1.80
loyal and non-loyal consumers.

To answer sub-problem 3 to 6, t test was used. T test is a type of

inferential statistic used to determine if there is a significant difference between

the means of two groups, which may be related in certain features (Kenton,

2019). The researchers used this tool to determine if each dimension of brand

experience of loyal customers has a significant difference to the non-loyal

customers in terms of sensory, affective, intellectual and behavioral.

Chapter IV
 40

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents data in tabular form supported with corresponding

findings of the study, analysis, and interpretation of the gathered data.

Table 5
Brand Experience of Loyal Customers
Brand Experience Mean Verbal Interpretation
A. Sensory Experience
The design, light and theme graphic
inside the café, as well as the packaging of 4.24 Very Highly Influential
the products appear attractive to me.
I find the aroma inside the café very
4.10 Highly Influential
relaxing.
The products of this café appeal to my
4.17 Highly Influential
taste preferences.
Mean 4.18 Highly Influential
B. Affective Experience
This café brings a feeling of calm or
4.10 Highly Influential
peacefulness.
This café makes me feel comfortable and
4.15 Highly Influential
safe.
This café makes me feel energized and
4.01 Highly Influential
fulfilled afterwards.
Mean 4.08 Highly Influential
C. Intellectual Experience
The café's logo, posters and design make
3.80 Highly Influential
me curious.
The prices of the products make me think
4.00 Highly Influential
if the product is worth buying.
The cafés ambiance, interior colors and
4.17 Highly Influential
theme allows me to think comfortably.
Mean 3.99 Highly Influential
D. Behavioral Experience
This café allows me to stay a little longer
4.23 Very Highly Influential
than a customer should.
This café is a good place where I can
4.34 Very Highly Influential
meet with my friends or meeting purposes.
I can behave freely or sit comfortably in
4.20 Highly Influential
this café without being judged.
Mean 4.26 Very Highly Influential
 41

Table 5 presented the different experiences of loyal customers with the

cafés in SM Mall. It showed that in the Sensory Experience, the design, light and

theme graphics inside the cafe and the packaging of the products had were

reflected as very highly influential to the customers (wm=4.24), while the taste

of the products (wm=4.17), and the aroma inside the café as very relaxing

(wm=4.10), were both highly influential to the customers. It can be concluded

from the table 5 that the Sensory Experience is highly influential to the loyal

customers as supported by a weighted mean of 4.18.

According to Hultén et al. (2009), the sight is the sense that affects the

brand perception the most, since a consumer first see a product before involving

any other senses in the experience. That's why brands invest so much effort and

resource in visual content.

Thereupon, the sensory experience of loyal customers in this study is

close to the theory of Hultén et al. (2009) regarding the sensory marketing. It

implies that when it comes to Sensory Experience, the loyal customers highly

observe the overall appearance and the ambiance inside the café including the

color of the light, tables, wall, ceiling and the design elements. While they often

give attention to the taste of the products and the aroma inside the café.

In the Affective Experience, it can be seen that the reassurance and

safety that the café brings (wm=4.15), the calmness and peacefulness

(wm=4.10), the refreshment and fulfillment (wm=4.01) were appeared as highly

influential to the loyal customers. It can be inferred that the Affective Experience
 42

is highly influential to the loyal custoners with a weighted mean of 4.08. It can

be implied that all the aspects included in the research including the

peacefulness, safety and motivation are all significant to customers. It can be

implied that all the aspects included in the research including the peacefulness,

safety and motivation are all significant to customers.

From the article entitled The Ultimate Guide to Emotional Marketing by

Decker (2018), people rely on emotions, rather than information, to make

decisions. Emotional responses to marketing actually influence a person’s intent

and decision to buy more than the content of an ad or marketing material. Out of

1,400 successful advertising campaigns, those with purely emotional content

performed about twice as well as those with only rational content. Emotional

marketing helps people decide with their hearts, which actually has more

influence on buying than their minds. This supported the result of why all the

aspects in the affective experience appeared to be highly influential.

In the Intellectual Experience, all the aspect under it were reflected as

highly influential. These are: the cafés ambiance, interior color and theme as a

factor one's productivity (wm= 4.17); the prices of products (wm= 4.00) and the

cafés logo, posters and design (wm= 3.80). With a weighted mean of 3.99,

Intellectual Experience is highly influential to loyal customers. It can be

concluded that how the color and ambiance inside the café makes the customers

think or reflect, the prices of the products and the logo design, all catches

attention from the loyal customers and affects their productivity.

 43

According to Saraswati and Indriani (2015), intellectual experience

involves customers in a lot of thinking when they encounter this brand, it makes

them think if their products or services are worth-buying for, or if it is a good

place to hang out with friends, to relax, and to be productive. It can be concluded

that the intellectual experience of the respondents of this study is parallel to the

theory of Saraswati & Indriani.

Lastly, in the Behavioral Experience, the café as a good meeting place

(wm=4.34) and the permission of the management to allow customers to stay

little longer (wm=4.23) were appeared as a very highly influential to the loyal

customers. While the freedom of the customers to behave freely or sit

comfortably without being judged is highly influential to the customers

(wm=4.20). It implied that the Behavioral Experience is very highly influential to

loyal customers with a weighted mean of 4.26. This suggests that when it comes

to this experience, it is very important to loyal customers how welcoming the café

staffs are and how they allow customers to talk or have chat with their friends,

how they allow the customers to stay a little longer than they should and the

careless feeling that a customer have inside the café.

Conferring to Brakus et al. (2009), applying the principles of behavioral

psychology can improve the quality of customer interactions and build brand

recognition as a customer-centric organization. Customers are more into brands

that has action-oriented experiences, and this supported the result of this part of

the study on why the behavioral experience appeared to be very highly influential

to loyal customers.
 44

According to the weighted mean of each dimension of brand experience,

the sensory, affective and intellectual dimensions have high influence to loyal

customers, while behavioral dimension has a very high influence. This means

that while the customers rarely notice the physical appearance, the feeling that

the café brings and the elements in the café that makes them think, they observe

the behavioral aspect the most.

This can be reflected from the study of Ong, Lee and Ramayah (2018) in

their Journal of Hospitality Marketing & Management titled Impact of Brand

Experience on Loyalty. Finding shows that behavioral experience is the major

influence of customer’s willingness to pay more, word of mouth and customers'

repurchase intentions. This result could rarely be found in prior marketing

literature. Though, some discussions might occur on the brand experience and

customers’ brand loyalty linkages. This finding expands our knowledge of the

inter-relationships of the dimensions between both constructs. A plausible

explanation for such findings may be that behavioral experience induces long-

term excitement for dine-in customers. For instance, behavior experience may be

derived from the in-store device which assists in ordering and making payments.

Such excitement will encourage customers to pay more and share word of mouth

about the unique experience offered in the restaurant. Thrill-seeking patrons tend

to pay a premium price and making a recommendation to friends and family.

 45

Table 6
Brand Experience Mean Verbal Interpretation
A. Sensory Experience
The design, light and theme graphic inside
the café, as well as the packaging of the 3.80 Highly Influential
products appear attractive to me.
I find the aroma inside the café very
3.49 Highly Influential
relaxing.
The products of this café appeal to my
3.54 Highly Influential
taste preferences.
Mean 3.61 Highly Influential
B. Affective Experience
This café brings a feeling of calm or
3.46 Highly Influential
peacefulness.
This café makes me feel comfortable and
3.66 Highly Influential
safe.
This café makes me feel energized and
3.41 Highly Influential
fulfilled afterwards.
Mean 3.51 Highly Influential
C. Intellectual Experience
The café’s logo, posters and design make
3.25 Influential
me curious.
The prices of the products make me think if
3.43 Highly Influential
the product is worth buying.
The café ambiance, interior color and
3.69 Highly Influential
theme allows me to think comfortably.
Mean 3.46 Highly Influential
D. Behavioral Experience
This café allows me to stay a little longer
3.69 Highly Influential
than a customer should.
This café is a good place where I can meet
3.95 Highly Influential
with my friends or meeting purposes.
I can behave freely or sit comfortably in this
3.66 Highly Influential
café without being judged
Mean 3.77 Highly Influential
Brand Experience of Non-Loyal Customers

As presented in Table 6, in the Sensory Experience, the overall theme,

graphic, and design inside the café, including the packaging of the products

(wm=3.80), the taste of the product (wm=3.54), and the relaxing scent inside the

cafe (wm=3.49) were reflected as highly influential to the customers. It can be

 46

concluded that the Sensory Experience is highly influential to non-loyal

customers as supported by a weighted mean of 3.61. In the Affective

Experience, all the aspect under it were reflected as highly influential to the

non-loyal customers. These are: the security that the café brings (wm=3.66); the

peacefulness (wm=3.46) and the fulfillment and motivation (wm=3.41). To sum

up, the Affective Experience is highly influential to non-loyal customers as

supported by a weighted mean of 3.51. In the Intellectual Experience, it can be

seen that the cafés atmosphere as a factor of one's productivity (wm=3.69) and

the prices of the products (wm=3.43) were highly influential while the café's

logo and posters (wm=3.25) was reflected as influential. It can be concluded

that Intellectual Experience is highly influential to non-loyal customers with a

weighted mean of 3.46. Lastly, in the Behavioral Experience, the café as get-

together place (wm=3.95), the privilege of customers to stay longer (wm=3.69),

and the freedom of customers to behave freely (wm=3.66) were reflected as

highly influential to non-loyal customers. It can be inferred that the Behavioral

Experience is highly influential to non-loyal customers as supported by a

weighted mean of 3.77.

According to Kotler and Armstrong (2014), consumers, loyal or not,

consider many reasons when buying things and later dispose of them. They go

through distinct buying phases when they purchases products: (1) realizing the

need or want something, (2) searching for information about the item, (3)

evaluating different products, (4) choosing a product and purchasing it, (5) using

and evaluating the product after the purchase, and (6) disposing of the product.
 47

This supported the result of this study on how all the brand experiences are

highly influential even on non-loyal customers.

This means that all the dimensions are equally noticeable to non-loyal

customers. This finding expands our knowledge of the interrelationships of the

dimensions between both constructs. Another possible explanation for such

finding may be the uniqueness of food offered which triggered the curiosity of

customers such as recipe used to prepare the meal which results in mouth-

watering flavors. Customers are no longer only seeking tangible benefits but also

intangible benefits such as unique experiences in their purchase.

These results can also be seen from Khan and Fatma (2017) in their

paper Investigating Role of Brand Experience and Emotional Attachment in

Building Brand Loyalty. Findings reveal that the four dimensions of brand

experience (sensory, affective, intellectual, and behavioral) had a significant

influence on consumer emotional attachment. It also showed that, intellectual

dimension gives a weak positive effect on consumer emotional attachment unlike

the other dimension. Moreover, the results reveal that the sensory, behavioral,

and affective dimensions show a significant positive influence on brand loyalty

which makes a customer be attached to a brand. However, the relationship of

intellectual experience to the brand loyalty was not significant. To sum up, the

sensory, affective, intellectual and behavior are crucial in strengthening the

emotional attachment bond between the consumer and a brand, and in creating

and improving a brand loyalty. Also, the findings suggest that the marketers of

luxury fashion brands need to continuously provide a superior brand experience,

 48

especially in sensory, affective, intellectual and behavioral experiences in

creating brand loyalty.

Table 7
Difference of Brand Experience between Loyal & Non-Loyal Customers

Brand Experience Mean t-test p-value Remarks

Sensory
Loyal Customers 4.18 There is a significant
-7.264 0.000
Non-Loyal Customers 3.61 difference.
Affective
Loyal Customers 4.08 There is a significant
-6.890 0.000
Non-Loyal Customers 3.51 difference.
Intellectual
Loyal Customers 3.99 -6.889 There is a significant
0.000
Non-Loyal Customers 3.46 difference.
Behavioral
Loyal Customers 4.26 -5.928 There is a significant
0.000
Non-Loyal Customers 3.77 difference.

Table 7 shows the difference of brand experience between loyal & non-

loyal customers. Results reveal that there is a significant difference between

all the brand experiences of loyal and non-loyal customers. This is

supported by t-values of -7.624, -6.890, -6.889, and -5.928 in Sensory, Affective,

Intellectual and Behavioral experiences respectively, and p-values of 0.000 in all

dimensions of brand experience. A p-value of less than 0.05 (p=.000 < .05)

indicates that there is a difference between the two variables (Wilhelm, 2012).

This means that loyal and non-loyal customers differ in their level of involvement

towards the brand experience in cafés.

 49

A psychology professor, Dr. David Trafimow, in his Theory of Reasoned

Action (2009), proposed that whether or not an individual actually perform an

action depends on a person's intention to perform a behavior which is also based

on a pre-existing experience. Hartwick and Warshaw (1983) suggests that

individuals consider their attitudes and subjective norms toward each of the

alternatives in a situation when forming their goals.

Established by Martin Fishbein and Icek Ajzen in 1967, ToRA states this

theory is used primarily to anticipate how people will behave based on their

existing attitudes and behavioral intentions. Moreover, Sheeran and Huhhelberg

(2010) added the concept of perceived behavioral control to the ToRA as a third

predictor of intention which is the Theory of Planned Behavior (TBP). This theory

propose that the more positive the attitude is, the stronger the subjective norms

are, and the more the perceived control over the behavior, the more likely that an

individual will perform the proposed behavior. Generally, if an individual has the

will to carry out an action, the stronger the intention to conduct the behavior. This

supported the result of why there is a significant difference in the brand

experiences of loyal and non-loyal customers

Since the mean scores show that non-loyal customers have lower

weighted mean than loyal customers, this denotes that non-loyal customers have

lower brand experiences which is considered as a pre-existing experience that

that affects their intention. Their differences is indicated by their differences

which is also supported by t-test.

 50

Chapter V

SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of the study, findings, conclusions and

recommendations made regarding the study entitled "Brand Loyalty and Brand

Experience of the Customers of cafés in SM General Santos City".

Summary

This paper aimed to study the brand loyalty and brand experience of the

customers of cafés in SM General Santos City. Specifically, it sought to answer

the following statements:

1. Identify the level of influence of brand experience on brand loyal

customers in terms of:

a) Sensory

b) Affective

c) Intellectual

d) Behavioral

2. Find out the level of influence of brand experience on non-loyal

customers in terms of:

a) Sensory

b) Affective

c) Intellectual

d) Behavioral
 51

3. Determine the significant difference between the Sensory experience of

loyal and non-loyal customers;

4. Determine the significant difference between the Affective experience of

loyal and non-loyal customers;

5. Determine the significant difference between the Intellectual experience

of loyal and non-loyal customers; and

6. Determine the significant difference between the Behavioral experience

of loyal and non-loyal customers.

To find answers to the foregoing statements, the researchers conducted a

survey using the descriptive-comparative method of research with the

questionnaire as the primary data gathering instrument and administered to 384

customers of cafés in SM General Santos City. The sample size was computed

using Cochran formula and convenient sampling was used. The data gathered

from these respondents were analyzed and interpreted using weighted mean and

t-test.

Findings

Based on the analysis and interpretation from the gathered data of this

study, the following findings were made:

1. The sensory, affective and intellectual experiences were reflected as

highly influential to the loyal customers with a weighted mean of 4.18,

 52

4.08, and 3.99 respectively, while behavioral experience was reflected as

very highly influential on the loyal customers with a mean of 4.26.

2. All the four dimensions of brand experience namely sensory, affective,

intellectual and behavioral were reflected as highly influential with a

weighted mean of 3.61, 3.51, 3.46 and 3.77 respectively.

3. There is a significant difference between the sensory experience of loyal

and non-loyal customers as supported by a t-value of -7.264 and p-value

of 0.000.

4. There is a significant difference between the affective experience of loyal

and non-loyal customers as supported by a t-value of -6.890 and p-value

of 0.000.

5. There is a significant difference between the intellectual experience of

loyal customer and non-loyal customer as supported by a t-value of -6.889

and p-value of 0.000.

6. There is a significant difference between the behavioral experience of

loyal customer and non-loyal customer as supported by a t-value of -5.928

and p-value of 0.000.

Conclusions

Based on the findings of the study, the following conclusions were made:

1. Loyal customers of cafés in SM General Santos City focus most on

looking for and patronizing a café which has a good environment for
 53

talking with your friends, a café that does not require the customers to be

very silent, while they observe less the physical and emotional attributes

of the café.

2. Non-loyal customers of cafés in SM General Santos City equally focus on

the physical, emotional, intellectual and behavioral aspects of the café,

however they observe most the prices of the products and look for a café

that has an environment which makes them think comfortably and be

productive, whenever they look for a café to eat.

3. Both types of customers really consider the design, set-up and the aroma

inside the café and the taste of their products, however, loyal customers

put more importance to this than non-loyal customers.

4. Both types of customers really consider the feeling that the café brings

such as peacefulness, calmness and safety, however, loyal customers put

more importance to this than non-loyal customers.

5. Both types of customers really consider the posters, logo designs, the

prices of the products and all the aspects that allows an individual to think,

however, loyal customers put more importance to this than non-loyal

customers.

6. Both types of customers really consider the how the café crews allow

them to stay longer than they should and allow them to talk to their friends

and not stay very quiet, however, loyal customers put more importance to

this than non-loyal customers.

 54

Recommendations

Based on the conclusions, the following recommendations were drawn:

1. For the future researchers, a study involving other factors that also affect

brand loyalty of consumers should be conducted to further understand

how brand loyalty works.

2. A research study about the effect of brand experience on brand loyalty

should be conducted but on a larger scale to get a more accurate result.

 55

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 62

Appendix A
LETTER OF PERMISSION
 63

Appendix B
LETTER TO THE RESPONDENTS
64
65
66
67
 68

Appendix C
SURVEY QUESTIONNAIRE
Mindanao State University
Senior High School Department
Brgy. Fatima, General Santos City

Good day! We are conducting a research on BRAND LOYALTY AND

BRAND EXPERIENCE OF THE CUSTOMERS OF CAFÉS IN SM GENERAL
SANTOS CITY. As a customer, we’d love to hear from you about your standards
and your experiences about this café. Your response will be held with
confidentiality and hence be used only for the purposes of the research. Thank
you for your cooperation!

Name (Optional): ______________________________

Instruction: Kindly put a mark inside the appropriate box that corresponds to your
rate with the following statements.
5- Strongly Agree
4- Agree
3- Undecided
2- Disagree
1- Strongly Disagree
A. BRAND LOYALTY

Statements 5 4 3 2 1
To me, this café would rank first among the other brands.
I would continue to come to this café for a long period of time.
The ambiance of this café matches my personality.
I will deal exclusively with this café.
I feel better and comfortable when I eat or drink in this café.
I love the food and drinks that this café offers.
I like the performances and services of the staffs and this café
I feel satisfied with my decision to always come to this café.
I have found this café better than other cafés.
The environment of this café is superior to its competitors.
I always found the quality of the food and drink of this café
superior to other cafés.
I intend to continue visit this café even if the prices increase.
I will patronize this café again in the future.
I will try the new food and drinks that this café offers.
 69

I will recommend this café to other people.

I will say positive things to other people about this café.

B. BRAND EXPERIENCE

Statements 5 4 3 2 1
The design, light and theme graphic inside the café, as well
Sensory

as the packaging of the products appear attractive to me.

I find the aroma inside the café very relaxing.
The products of this café appeal to my taste preferences.
This café brings a feeling of calm or peacefulness.
Affective

This café makes me feel comfortable and safe.

This café makes me feel energized and fulfilled afterwards.
The café's logo, posters and design make me curious.
Intellectual

The prices of the products make me think if the product is

worth buying.
The cafés ambiance, interior color and theme allows me to
think comfortably.
This café allows me to stay a little longer than a customer
Behavior

should.
al

This café is a good place where I can meet with my friends

or meeting purposes.
I can behave freely or sit comfortably in this café without
being judged.
 70

Appendix D
CERTIFICATION FROM THE STATISTICIAN
 71

Appendix E
CERTIFICATION FROM THE GRAMMARIAN

Mindanao State University

SENIOR HIGH SCHOOL DEPARTMENT
Brgy. Fatima, General Santos City

CERTIFICATION

TO WHOM IT MAY CONCERN:

This is to certify that the undersigned has reviewed and gone through all
the pages of the research paper entitled “Brand Loyalty and Brand Experience
of the Customers of Cafés in SM General Santos City” developed by the
following researchers:
Jan Jael C. Arguillo Norlaynie R. Domiar
Jephty Joice Bactong Carima N. Razul
Lorren Mae B. Cansancio

Furthermore, this is to verify that this manuscript is aligned with the set of
structural rules that govern grammar and composition, APA Reference style,
layout, and format. Also, all recommendation and corrections have been made
and incorporated in the final copy.

Issued this ____________

JEDDAH G. MACABINTA, MaEd

Signature over Printed Name of
Authorized Editor/Proofreader
 72

Appendix F
RAW DATA AND STATISTICAL RESULT
DESCRIPTIVE STATISTICS
TYPES OF CUSTOMERS STD. DEV. MEAN VERBAL INTERPRETATION
A.NON-LOYAL CUSTOMERS
SENSORY 0.56694 3.61 HIGHLY INFLUENTIAL
AFFECTIVE 0.68738 3.51 HIGHLY INFLUENTIAL
INTELLECTUAL 0.59678 3.46 HIGHLY INFLUENTIAL
BEHAVIORAL 0.66124 3.77 HIGHLY INFLUENTIAL
MEAN 0.62809 3.59 HIGHLY INFLUENTIAL
B. LOYAL CUSTOMERS
SENSORY 0.57415 4.18 HIGHLY INFLUENTIAL
AFFECTIVE 0.58976 4.08 HIGHLY INFLUENTIAL
INTELLECTUAL 0.56723 3.99 HIGHLY INFLUENTIAL
BEHAVIORAL 0.59398 4.26 VERY HIGHLY INFLUENTIAL
MEAN 0.58128 4.13 HIGHLY INFLUENTIAL

T-test
Std.
Brand Types of p-
Mean Std. Dev. Error t Decision
Experience Customer value
Mean
0.00 Reject
Non-loyal 3.61 0.56704 0.07033
Sensory 0000 H0
-7.624
Experience 0002 Reject
Loyal 4.18 0.57431 0.03215
1 H0
0.00 Reject
Non-loyal 3.51 0.68761 0.08529
Affective 0000 H0
-6.890
Experience 4.08 0.59028 0.03305 0000 Reject
Loyal
231 H0
3.46 0.59736 0.07409 0.00 Reject
Non-loyal
Intellectual 0000 H0
-6.889
Experience 3.99 0.56273 0.56742 0000 Reject
Loyal
233 H0
3.77 0.66156 0.08206 0.00 Reject
Non-loyal
Behavioral 0000 H0
-5.928
Experience 4.26 0.59417 0.03327 0006 Reject
Loyal
8430 H0

Appendix G
 73

PHOTO DOCUMENTATIONS

Gathering of Research Literature

The researchers went to the university and city library to gather related
literatures that was used as a basis and guide for the completion of the whole
research paper.
 74

Day 1
Conduct of Research
Last March 15, 2019, the researchers personally handed over the
questionnaires to the customers during the conduct of the survey.

Day 2
On the second day, the researchers continued to conduct the survey last
March 16, 2019.
 75

Day 3

Conduct of Research
The researchers personally handed over the questionnaires to the
customers during the conduct of the survey that happened last March 17, 2019.
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CURRICULUM VITAE

JAN JAEL C. ARGUILLO

iamjanjaelarguillo@gmail.com
#09055138640

________________________________________________________________
PERSONAL BACKGOUND
Age : 18 years old
Address : Zone 4, Brgy. Bula, G.S.C.
Date of Birth : January 23, 2001
Place of Birth : General Santos City
Father’s Name : Felomino J. Arguillo Jr. (deceased)
Mother’s Name : Vergilia C. Arguillo
No. of Siblings : 3
________________________________________________________________

EDUCATIONAL BACKGROUND
Senior High School : Mindanao State University- GSC
Accountancy & Bus. Management Track

Junior High School : Mindanao State University College of

Education Training Department

Elementary : Dadiangas West Central Elementary School

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CURRICULUM VITAE

JEPHTY JOICE BACTONG

bjephty@gmail.com
#09489332108

________________________________________________________________
PERSONAL BACKGOUND
Age : 18 years old
Address : Road 2, Prk.Kalayaan, Polomolok South Cotabato
Date of Birth : December 11, 2000
Place of Birth : Mambajao, Camiguin Province
Father’s Name : Jefrey A. Bactong
Mother’s name : Cristita S. Bactong
No. of Siblings : 4
________________________________________________________________

EDUCATIONAL BACKGROUND
Senior High School : Mindanao State University- GSC
Accountancy & Bus. Management Track

Junior High School : Mindanao State University College of

Education Training Department

Elementary : Southern Baptist School of Polomolok

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CURRICULUM VITAE

LORREN MAE B. CANSANCIO

lorenmaecansancio@gmail.com
#09751948557

________________________________________________________________
PERSONAL BACKGOUND
Age : 18 years old
Address : Poblacion, Glan Sarangani Province
Date of Birth : July 4, 2000
Place of Birth : Glan Sarangani Province
Father’s Name : Mario F. Cansancio
Mother’s name : Lorna B. Poncardas
No. of Siblings : 7
________________________________________________________________

EDUCATIONAL BACKGROUND
Senior High School : Mindanao State University- GSC
Accountancy & Bus. Management Track

Junior High School : Glan School of Arts and Trades

Elementary : Glan Central Sped Center

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CURRICULUM VITAE

NORLAYNIE R. DOMIAR
norlaynie5@gmail.com
#09087212095

________________________________________________________________
PERSONAL BACKGOUND
Age : 18 years old
Address : 017 Cabe Subdivision, General Santos City
Date of Birth : February 5, 2000
Place of Birth : Iligan, Lanao del Norte
Father’s Name : Acmad P. Domiar
Mother’s name : Nora R. Domiar
No. of Siblings : 5
________________________________________________________________

EDUCATIONAL BACKGROUND
Senior High School : Mindanao State University- GSC
Accountancy & Bus. Management Track

Junior High School : Mindanao State University College of

Education Training Department

Elementary : Dadiangas West Central Elemenrtary School

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CURRICULUM VITAE

CARIMA N. RAZUL
carimarazul@gmail.com
#09382410885

________________________________________________________________
PERSONAL BACKGOUND
Age : 17 years old
Address : Miana Subdivision Polomolok, South Cotabato
Date of Birth : June 25, 2001
Place of Birth : Edillion's Clinic Polomolok, South Cotabato
Father’s Name : Camilo L. Razul
Mother’s name : Maira N. Razul
No. of Siblings : 5
________________________________________________________________

EDUCATIONAL BACKGROUND
Senior High School : Mindanao State University- GSC
Accountancy & Bus. Management Track
Junior High School : Poblacion Polomolok National High School

Elementary : Polomolok Central Elementary School