BRAND EXPERIENCE ANALYSIS – HOW IT RELATES TO BRAND PERSONALITY, VALUE, SATISFACTION AND LOYALTY IN TV BRANDS?

Understanding the relationship between brand experience, brand personality, brand value, brand satisfaction, and brand loyalty is a critical issue for both academics and brand marketers. A sample of 889 respondents Middle-Class Millenial took part in this study. An Empirical investigation was carried out to validate the framework through measurement reliability and validity using PLS SEM model. The findings show very tight competition between TV brands in providing brand experience, value, and satisfaction to consumers. Korean TV brands were able to defeat Japanese TV brands in the millennial middle-class market. The result for this research is direct effect shows brand experience has a positive and significant effect on brand personality, brand value, and brand loyalty. Brand experience has no significant effect on band satisfaction. Indirect Path Coefficient shows brand personality is a mediating variable between brand experience, brand value, brand satisfaction, and brand loyalty. Brand Value also a mediating variable between brand experience, brand satisfaction, and brand loyalty. Brand satisfaction is not mediating variable between brand experience and brand loyalty. This paper also recommends empirical and practical implication.