Articlediamond2017

The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan

18 citations0/0 files storedInternational Journal of Academic Research in Accounting Finance and Management Sciences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

The aim of this research paper was to approach the impact of brand experiences, brand equity and corporate branding on brand loyalty.The sample of this research consisted of 413 employees selected on a random basis from 10 Jordanian companies.A questionnaire-based survey was used in order to collect the required data.The research model consisted of three independent variables (brand experiences, brand equity and corporate branding) and one dependent variable (brand loyalty).Brand experiences were divided into three sub-dimensions: brand sensory experience, brand affective experience significantly and brand cognitive experience.Brand equity was sectioned into seven factors: perceived quality, staff behavior, ideal self-congruence, life style-congruence, environment, trust and brand identification.On the other hand, corporate branding was studied in terms of corporate associations, corporate activities, corporate values, corporate personalities, and functional benefits.All dimensions included in this research were measured using a valid and reliable questionnaire developed based on a deep literature review.The results of this research confirmed positive as well as significant effects of all independent dimensions on brand loyalty, except sensory and cognitive experiences.The main contribution of this paper can been seen in closing the gap in research in favor of the impact of brand experiences, brand equity and corporate branding on brand loyalty in Jordanian companies as well assign identifying that Jordanian customers are mainly focused on affective experience of a brand rather than on sensory or cognitive experiences.Managers and researchers can benefit from this research by utilizing such concepts to enhance brand loyalty and conducting further studies to explore other factors critical factors that might improve brand loyalty.The major limitation of this research is related to the sample region since it was conducted in two cities only.Future research should consider other companies and employees form other governorates in Jordan.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 18 citations exist upstream.

References

2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1991Managing Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale 2001Building customer-based brand equity : a blueprint for creating strong brands 2005Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust 2011The role of brand experience and affective commitment in determining brand loyalty 2011Sensory marketing: the multi‐sensory brand‐experience concept 2011The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands

Cited by

2018Factors Influencing Brand Loyalty in Durable Goods Market

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.