Evaluation of the Impact of Brand Purchase Involvement, Satisfaction, Experience and Brand Trust on Loyalty to Brand

Abstract

Brand is not only a name but it is a representative of a product class. Sometimes, a product's name is embedded in consumers' minds so firmly that consumers forget it is only a name and view it as equal to a product and service. Brands are considered as being very important in market. They are joints between consumers and companies. Loyalty to a brand is created when a customer believes that a brand reflects some aspects of his or her perception. If a brand establishes symbolic relationship with customers, they will be attracted to the brand and trust in the brand and become loyal to it. They will buy the product and believe in its supremacy. The present research tries to investigate the impacts of brand experience on satisfaction with brand and brand experience on trust in brand and in general, it investigates the impacts of brand purchase involvement, brand trust, satisfaction with brand and brand experience on loyalty to brand. The present research is a descriptive study and simple random sampling method was used to pick sample members. 282 questionnaires were collected. Structural equations modeling method was used to analyze data. PLS software was used for analysis because data distribution was not normal. Results showed that brand experience has direct influence on satisfaction with brand, trust in brand and loyalty to brand. Further, satisfaction with brand, trust in brand, pleasure with brand purchase and brand symbolic value have direct impacts on loyalty to brand.

DOI: 10.5901/mjss.2014.v5n20p3054