Madeline, Sharon
(2018)
The impacts of brand experience, brand love and brand trust on brand loyalty: in case of Samsung smartphone.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Previous studies studies on brand relationships tend to overlook the relationships between brand experience and brand loyalty. Thus, the main purpose of this research is to analyse the relationship between the brand experience and the brand loyalty through brand love and brand trust. While the previous literature does not examine the distinct dimensions of brand experience and brand loyalty, this research has a goal to fill up this research gap and examines their detailed dimensions and effects on brand loyalty. For research purpose, a total of 300 valid questionnaires on Samsung smartphone users were collected from respondents aged between 18 and 50 and analyzed using the partial least squares method. The research was conducted for 3 months and found that there is no positive relationship of intellectual experience on brand trust, however sensory experience and behavioural experience has positive effect on brand trust. This research also found that sensory experience, intellectual experience, and behavioural experience have positive effect on brand love and both brand love and brand trust have positive effects on both behavioural loyalty and attitudinal loyalty.
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