Role of Brand Experience in Building Brand Loyalty: Mediating Role of Brand Trust and Brand Commitment

Abstract

Purpose: The motive of our study is to investigate the influence of brand experience on brand relationship, that successively influence their brand loyalty of sportswear. The study additionally tests whether or not brand service quality moderates the relationship between brand experience and brand commitment.
Design/methodology/approach - Data collected via survey form from 304 athletes who were buying sportswear apparel and clothing. SPSS and Amos versions 21 were used to analyze the measuring and structural models.
Findings – 1). Brand trust is the vital component of brand commitment. 2). Brand experiences, commitment, trust have positively affected brand loyalty according to this study .3). Brand commitment is the key technique in creating customers' brand loyalty 4). Brand commitment and brand trust mediate the relationship between brand experience and loyalty. 5). Brand service quality has a moderate impact on the relationship between brand experience and brand commitment.
Research limitations/implications – This study is conducted in a limited geographical area in the context of the sportswear industry. This model may be extended in various contexts and countries for future study.
Practical implication – The study of branded sportswear products provides insights into the effective strategies used in the fields of sportswear to enhance brand commitment, brand trust and brand loyalty.
Originality/value – 1). It expresses two intermediary functions of brand commitment and brand trust in the relationship between brand experience and brand loyalty, thus deepening the understanding of the process of consumers forming brand loyalty. 2). It started with previous works and explored various facts about brand experience and brand loyalty, so it examined these two buildings more deeply than previous studies and saw their results. 3). It reveals the validity of the brand Resonance Model, key mediating variable (KMV) model, particularly in sportswear industry.