مجلة دراسات في الاقتصاد وإدارة الأعمال
Volume 4, Numéro 1, Pages 884-903
2021-06-19
The Effect Of Brand Experience On Brand Loyalty With The Mediating Role Of Brand Trust
Authors : Gouacem Narimane . Attallah Lahcen .
Abstract
The purpose of this study is to help traveling agencies gain insights on how can brand experience contribute to attaining brand loyalty. therefore, a sample of 149 customers was studied to test if there’s an effect of brand experience on brand loyalty, and whether brand trust can mediate that relationship. The data was analyzed using the structural equation model, and the results show that brand experience does have a positive effect on both brand trust and brand loyalty, and that brand trust has a mediating effect. Thus, for traveling agencies to enhance their chance in gaining their customers’ loyalty to the brand, they need to have equal focus on brand experience as well as brand trust that acts as link that strengthen the relationship between brand experience and brand loyalty.
Keywords
Brand experience ; brand loyalty ; brand trust ; SEM
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