Author(s): Andreas Aldogan Eklund
This paper examines the parallel meditation of brand love and brand image between brand experience and brand loyalty. Data were collected, distributed online among car consumers (n = 897). A parallel mediation analysis using Hayes PROCESS was employed. Results demonstrate brand love and brand image mediate the relationship between brand experience and brand loyalty. It also indicates brand experience is formed over time, thus, not limited to a given situation since consumers constantly are exposed to brand-related stimuli every time driving the vehicle. Future research is encouraged to investigate brand categories such as luxury watches and constructs that situate meaning and value. Brand experience research is advanced by providing a deeper understanding of whats happening between brand experience and brand loyalty. Brand experience can be tailor-made with brand-related stimuli to facilitate consumer's brand love and brand image, which positively impact brand loyalty increasing the intermittent likelihood of purchase.