A STUDY ON CONNECTIONS BETWEEN BRAND EXPERIENCE AND BRAND LOYALTY FOR BOTH PRODUCT AND SERVICE BRANDS

While the "brand experience" is increasingly being recognized as an important factor in distinguishing products and maintaining customer loyalty in a crowded market, this concept has only just begun to get serious attention in the marketing literature. Researchers and professionals alike seem to agree that most "experience in varied settings" publications focus on management. However, most of these publications lack both theoretical knowledge and empirical validations of the nature, dimensions, and linkages of experience with different consumer behavior outcomes, such as brand loyalty, satisfaction, and trust. This highlights the significant void in the literature caused by the paucity of conceptual and empirical study on "brand experience" and its link to different outcomes of consumer behavior, such as brand loyalty. Our research contributes to this body of knowledge by illuminating the many ways in which consumers' exposure to a brand influences their preference for that brand's goods and services.