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Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands

Year: 2015

Type: article

Abstract: Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive food-service industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective.Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands.Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality.

Source: Universiti Utara Malaysia Institutional Repository (Universiti Utara Malaysia)

Authors: Chuan Huat Ong, Salniza Md. Salleh, Rushami Zien Yusoff

Institutions: University of Wollongong Malaysia, Universiti Utara Malaysia

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2238091215

FWCI: 2.486

Cites: 87

Cited by: 8

Related to: 10