The Effects of Brand Experience on Brand Loyalty through Brand Relationship & Brand Satisfaction
This study discusses the importance of brands to brand relationships and brand satisfaction in building brand loyalty. Experience recruiting loyalty by creating emotional relationships through interesting, convincing, and consistent relationships. Brand relationships are developed over a period of time because they relate to previous consumer experience with a brand. Satisfaction is also an important driver of loyalty because it enhances brand capabilities based on past brand experience. This research was conducted with quantitative methods. Structural Equation Modeling (SEM) was used to analyze 225 Honda Motor customer groups in the province of Bali, Indonesia. The results of the study show the fact that brand experience builds positively in building brand loyalty through brand relationships and brand satisfaction.
Keywords - Brand Experience, Brand Relationship, Brand Satisfaction, Brand Loyalty.