Brand Experience and Brand Commitment: Chartering New Directions

Authors

  • Fareeha Tahir COMSATS University Islamabad, Pakistan
  • Tahir Saeed National Defense University, Islamabad, Pakistan
  • Ammara Akram Bahauddin Zakariya University, Pakistan
  • Khawar Naheed Bahauddin Zakariya University, Pakistan

DOI:

https://doi.org/10.52461/sabas.v4i1.1023

Keywords:

Brand image, brand experience, brand passion, brand commitment

Abstract

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.

Author Biographies

Fareeha Tahir, COMSATS University Islamabad, Pakistan

Fareeha Tahir, MS Scholar, Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Pakistan

Tahir Saeed, National Defense University, Islamabad, Pakistan

Tahir Saeed, Head of Department, Leadership and Management Studies National Defense University, Islamabad, Pakistan

Ammara Akram, Bahauddin Zakariya University, Pakistan

Ammara Akram, Lecturer, Department of Commerce, Bahauddin Zakariya University, Pakistan

Khawar Naheed, Bahauddin Zakariya University, Pakistan

Khawar Naheed, Assistant Professor, Department of Commerce, Bahauddin Zakariya University, Pakistan

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Published

2022-06-30

How to Cite

Tahir, F., Saeed, T. ., Akram, A. ., & Naheed, K. . (2022). Brand Experience and Brand Commitment: Chartering New Directions. South Asian Review of Business and Administrative Studies (SABAS), 4(1), 43–58. https://doi.org/10.52461/sabas.v4i1.1023

Issue

Vol. 4 No. 1 (2022): South Asian Review of Business and Administrative Studies (SABAS)

Section

Articles

License

Copyright (c) 2022 Fareeha Tahir, Tahir Saeed, Ammara Akram, Khawar Naheed

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The authors submitting and publishing in SABAS agree to the copyright policy under Creative Commons CC-BY-NC 4.0 International license (Attribution-Non Commercial 4.0 International). Under this license, the authors published in SABAS retain the copyright including publishing rights of their scholarly work and agree to let others remix, tweak, and build upon their work non-commercially.