Impact of Brand Experience and Brand Emotional Attachment on

Brand Loyalty: Moderating role of Brand Trust

1. INTRODUCTION

1.1 Background of study

The brand is a major element of loyal marketing strategy and practice in the highly competitive

market with the increasing unexpected potential and the reduction in product varieties (Frontier

and Economy, 1997). Marketers are interested in the concept of brand loyalty because brand

loyalty measuring a lot of benefits such as repurchasing and motivating other customers about

that brand. Customer loyalty on one brand represents its long term commitment to that brand

(Richie Hadd, 1999). In the words of (Oliver, 1999) loyalty is a commitment to re-create or re-

like preferred products or services. It is possible to continuously cause a switching behavior,

despite purchasing the same brand in the future with great satisfaction and brand trust

Brand Experience consist of sensor, serious, impressive, and behavioral analysis

dimensions (Brackets, AtL 2009). During the last decade, academics and marketers have

implicitly transmitted their attention to experimental meaning that consumers are related to a

brand (Shimmer and Rogers, 2008). The functional meaning is related to the characteristics and

benefits of the product or service, but refers to experimental meaningful experiences and

emotional thoughts that a customer wants to get (Maryerson and Crane 2007, Schmitt 1999). It

has been argued that customer purchasing not only depends on the products and services of the

business but also on the happiest experiences and emotions from this purchase (Ding, 2011 Mars

and Crane, 2007, Raeshwar and Maine, 2005). Customer feelings and experiences are considered
as important as delivery of quality services (Gourmore & Pan, Canaan & Hottum, 2002, Palmon

Men and Gross, 2004). Brand experience for the construction of faithful marketing. It is

important to find the customer experience by brand experience, as a way to differentiate the

service.

The concept of emotional attachment to the brand was studied by( Thomson et al, 2005)

which proposed three dimensions, namely, love, connection, and passion. The study has

suggested that the result of the brand experience in emotional attachments (Brooks et al, 2009)

has been estimated about the brand experience, through the creation of emotional relationships in

terms of vehicles, laptops and shoes (i.e., impressive determination) through three product types.

In psychology, the associated theory suggests that interactions with an article significantly affect

the person's impact on this subject (Bollobi, 1980).

According to Zoher, and Captain (2011) considered that customers have emotional

restrictions with a brand because their experience increases. The average consumer has

emphasized the potential of the brand to perform its voluntarily defined verb. (Chaudhuri and

Holrook, 2001). When there is a possibility of information dissatisfaction and stand-by-chance

information, there is usually a problem. The result of the ending of the imbalance of the

information has increased confidence. In this way, in the relationship between brands and

consumers, brands can trust their customers so that they provide the necessary information about

products and brands (Chiu, Huang, & Yen, 2010, Gefen, 2003). The brand holds some feature

that focuses on its attention only as one product.

1.2 Problem statement

In today’s competitive business environment, where service firms face stiff competition, the

importance of differentiating their brands to build loyal customers has much increased. Offering

a unique and memorable brand experience may prove to be the key in developing strong

emotional relationships with customers. However, creating and managing such superior brand

experience is very challenging for brand managers. While there relevance of providing superior

brand experience has been widely acknowledged, very few studies have been conducted so far in

the area, leaving a significant gap in existing literature. The present study seeks to fill this void

by assessing the relationship of brand experience and emotional attachment with brand with

brand loyalty moderated by brand trust. If brand experience emotional attachment to brand are

not properly managed brand loyalty will be affected badly.

1.3 Research Questions

Following are our research questions.

1. What is the relationship between brand experience and emotional attachment to brand?

2. What is the relationship between brand experience and brand loyalty?

3. What is relationship between emotional attachment to brand and brand loyalty?

4. What is the moderating role of brand trust between brand experience and brand loyalty?

5. What is moderating role of brand trust between emotional attachment to brand and brand

loyalty?
1.4 Research Objectives

These are our research objectives

1. To find out the relationship between brand experience and emotional attachment to brand

2. To find out the relationship between brand experience and brand loyalty.

3. To find the relationship between and emotional attachment to brand and brand loyalty.

4. To find out moderating role of brand trust between brand experience and brand loyalty.

5. To find out the moderating role of brand trust between emotional attachment to brand and

brand loyalty

6. Data will be collected from different telecommunication brand users and target area of

this research will be three districts of hazara division that are Abbottabad, mansehra and

battagram

2. Literature review

2.1 Brand loyalty

Brand loyalty has been praised by Oliver in 1999, as a brand causes shopping behavior.

Denying marketing efforts offered by the other brand that may have to change behavior.

Customer has low sensitivity on price and therefore, it intends to pay as much as if it is strong

brand loyalty its business is to develop competitive benefits and maintain current customer. This

brand loyalty consists of two different approaches, practices and stabilization. The behavior

represents frequent purchases of the faithful brand, while stable loyalty refers to a reasonable

determination that leads to a brand indoors. These two concepts are referred to by two-

dimensional measurement of brand loyalty by (Yai &Jane, 2003) and they are more accurate in

determining future behavior. In addition, Felix (2014) found that many recent researchers
support such loyalty to brand loyalty, such as Aslamelpur, (2015) and Le (2011). According to

this study there is more than two-dimensional behavior, fantasy loyalty and brand loyalty.

Customer loyalty on a brand represents its long term commitment to this brand mainly

(Reichheid, 1996) in Oliver's words (1999), p. 34) loyalty "Buying a single brand in the future, is

a keen promise to repeat or re-serve favorite products in the future, potential effects due to

switching behavior and Despite the marketing efforts. Provides a lot of advantages for firms to

enforce loyalty marketing strategy (see Jacob and Shasten, in 1978) for instance, loyalty is a

commitment to loyal customers to offer a company (Oliver.1997 ) Zeithaml, et al. (1996), the

faithful spread the positive word of mouth.

Participate in re-purchase, and are ready to pay high prices to buy your favorite brand

changing a customer's retention rate can make a greater impact on strong income. Consequently,

the brand is considered to be a key strategy for the service providers to improve the loyalty,

which establishes firm and profitable firms (Morison and Crane, 2007).

2.2 Brand experience

Brakes et al (2007 p 53) described brand experiences as brand-related mental, internal user

sensing sensations, emotions, and serious responses and behavioral responses to brand design

and identification, packaging, communication and are part of the environment. The context of

services (mobile, television brands), Nissan et al, (2013) branded experience of scale suggested

by the graphics and additional dimensions dependent experience provided by the Bricks et al

(2007). He also stated that this brand experience branded satisfaction and brand effective on the

loyalty, namely Experimental Marketing (Schmitt, 1999) Expert Economy (Pine and Gourmore,

1998) and consumption experience (Holbrooke and Horsman, 1982) strengthen the relationship
between consumers and brands. Due to the major function of Brand Experiments (Chang and

Chiang, 2006) Brakes and El 2009) study brand experience, shopping, products and service

experiences. Explains the customer's brand interaction as an analysis (Brooks et al 2009,

Chutotihai and Liberty, 2005). But separately co-evaluation, and impressive brand building such

as brand personality, brand involvement Brand new approaches and a brand holder reviewer

(Brooks et L. 200), from a consumer perspective, is described as experience of the brand ideas at

every moment of the touch which are with the brand whether the quality of the brand

photographs in this ad, first personal contact or the standard level of personal treatment is receive

(Alloys 2008).

2.3 Emotional attachment to brand

The emotional brand is described as a bond that connects users with a specific brand by adding a

sense of passion connection and emotion. Emotionally connected (Thomson et al, 2005) to a

brand there are three dimensions, namely, love, passion, and connection. Emotionally connected

is a relationship between a customer and a brand that promotes the strength of the relationship,

which improves the organization's profits and affects customers life time value.

The study has recognized two types of determinations economically and emotionally.

Economic determination is also known as a calculated determination, while emotional

determination is also addressed as impressive determination (Fullerton 2003, Pritchard et al

1999) customer from a strong emotional attachment towards various object such as collectable

(slater 2001) special possession and gifts and brands. Over the last decade, emotional attachment

toward brands has received increased research attention in branding

literature (see Malär et al.2011). Prior marketing literature offered two scales on the attachment

concept, namely measured distinct components of brand attachment.

2.4 Brand trust

(Chaudhuri and Holbrook,2001 p82)“the willingness of the average consumer to rely on the

ability of the brand to perform its stated function.” When a situation presents uncertainty,

information asymmetry or fear of opportunism, trust plays a crucial role in decreasing the

uncertainty and the lack of information. It makes customers feel comfortable with their trusted

brand.

Fourteen and Holbrooke (2001) brands depend on the brand's ability to set confidence in

the average user volunteer. When a situation unbelievably fears of information, enmity or

standpoint confidence plays an important role in reducing uncertainty and reducing the lack of

information if customers feel comfortable with their trustworthy brand (Live, Get Started 2010

and token 1997 Long and X 2007). We finish there are at least two mechanisms through which

better relationship between customers and brand elements can increase brand confidence. First of

all there are frequent interactions and long-term relationships

Developed trust (Hamesem, 1991) is considered as a key relationship with customers. By

the way the image of an individual attribute on the brand is based on its experience with this

brand. So with the Brand (Kelly, 1993) without direct contact assessment of users (for example,

trial, use, satisfaction) Will be indicated 1996). Consumption in all of these different contacts

with the brand experience provides more compatibility and value as a source of trust. According

to (David et al,1987) and Krishnan, (1996) it creates associations and emotions that are more
related to themselves and are more confident. In that sense assures the overall satisfaction

(Ganson, 1999 Selnes, 1998) because it indicates the stability of the brand in its completion.

Commercial promise and this brand protect the person's welfare and interest. According

to loyal and trusted literature trust is one of the key loyalty ( Chaudhuri and Holrook 2001)

brands it recognizes that brand value can be created and managed with some aspects of

management, which satisfy the consumer satisfaction when customer are highly satisfied so they

trust on that particular brand

2.1 Theoretical framework

To analyze the brand loyalty of the bank account holders the following theoretical frame work

has been developed which is based on brand experience, emotional attachment, brand loyalty,

and brand trust.

 Brand
Trust

Brand

H5
experienc

H4
e H2

Brand
loyalty
H1

Emotional H3
Attachmen
t to brand

Figure 1 theoretical framework

3.2 Hypotheses

From literature review the following hypotheses are developed;

H1.There is positive relationship between brand experience and emotional attachment to brand.

H2. There is a positive relationship between brand experience and brand loyalty.

H3.There is positive relationship between emotional attachment to brand and brand loyalty.
H4 .There is positive relationship between brand experience and brand loyalty moderated by

brand trust.

H5. There is positive relationship between emotional attachment to brand and brand loyalty

moderated by brand trust.

3.3 Research Design

It will be a descriptive study using quantitative approach. Survey approach will be used for

collection of data through standardized questionnaire .This will be actually a social survey data

will be collected from individual because people knowledge, attitude, preferences can find out by

asking them directly .Purpose is to have data can be quantified regarding desired variables and

find out relation between them reason to have individual perception on brand experience,

emotional attachment to brand, and brand loyalty moderated by brand trust.

3.3.1 Sources of data

Both primary data and secondary data will be used to conduct this research study theoretical

framework and defining and explaining concept of phenomenon that would be studied secondary

data and primary sources would be used for collection of primary data from different

telecommunication brand users of district mansehra, abbottabad and battagram.

3.3.2 Population

Population of this study will be the brand users of different telecommunication companies of

district mansehra ,abbottabad, and battagram

3.3.3 Sampling and sample size

A sample is smaller manageable version of larger group .it is a sub set containing the

characteristics of a larger population .sample are used in statistical testing when population size

are too large for the test to include all possible members or observation . Data will be collected

from population through random sampling,

3.3.4 Unit of analysis

The data will be collected from the individual .So individual is the unit of analysis

3.3.5 Data collection analysis

Survey techniques would be used for collection of primary data and for this purpose

questionnaire would be developed on five likert scale secondary data would be collected from

various research papers, books and websites

The research data would be statistically analyzed by means of the statistical package for social

sciences (SPSS) v.23. Appropriate statistical test will be applied to data.

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