Does brand experience lead to brand loyalty? The mediating role of trust and quality

Irwantono, Benedict Adrian and Setyawan, Andhy and Anandya, Dudi (2024) Does brand experience lead to brand loyalty? The mediating role of trust and quality. In: Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024), 15 - 16 May 2024, Surabaya.

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Abstract

The sneakers brands industry is a large portion of the world economy, the reason behind this is that there is an increase in sport organization making more participation in sports. This growth will make market opportunities in the sneakers industry, and where there is market opportunity there will be competition between sneakers industry firms to win the consumers’ hearts. This research is conducted with the aim to explain and prove that brand experience has a relation with brand loyalty through perceived quality and brand trust. This study uses a quantitative approach using the questionnaire as the data resource. The respondent to this questionnaire is Indonesian Generation Z that already use the sneakers brand product within 6 months. In this research, there are 7 hypotheses. The result of this study shows that there is a positive significant effect on the relationship between brand experience with brand loyalty, brand trust, and perceived quality, the mediating effect of brand trust in the relationship between brand experience and brand loyalty, the mediating effect of perceived quality in the relationship between brand experience and brand loyalty. Making all of the hypothesis supported.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	e-ISSN: 3047-857X
Uncontrolled Keywords:	brand experience, brand loyalty, brand trust, perceived quality, sneakers brand
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Andhy Setyawan 208014
Date Deposited:	19 Aug 2024 02:35
Last Modified:	19 Aug 2024 02:35
URI:	http://repository.ubaya.ac.id/id/eprint/46951

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