Brand Experience and Brand Commitment: Chartering New Directions
Keywords:Brand image, brand experience, brand passion, brand commitment
The marketplace is gradually becoming more competitive and dynamic nowadays. In this scenario, the ultimate goal for brand managers is to achieve brand commitment. Considering the significance of brand commitment, this study explores the impact of brand experience on brand commitment via mediating influence of brand passion in light of the Stimulus-Organism Response Model. Moreover, this study evaluates the impact of brand image on brand experience and brand passion. The theoretical framework has been analyzed via structural equation modeling using AMOSS 22.0 by using data from 390 smartphone users. For the data collection, a structured questionnaire was used. The result indicates that brand passion mediates the relationship between brand experience and brand commitment. The existence of this mediation validates the application of the S-O-R model. Moreover, this research proves that brand image has a positive linkage with brand passion. Lastly, this research depicts that brand image plays the role of the antecedent of brand experience.
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Copyright (c) 2022 Fareeha Tahir, Tahir Saeed, Ammara Akram, Khawar Naheed
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