The impact of brand experience, brand trust, brand satisfaction and brand engagement on brand loyalty

• Main Authors: Kuo, Yen-Yu, 郭艷玉
• Other Authors: Huang, Shyh-Ming
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/3rd3c7

碩士 === 南臺科技大學 === 行銷與流通管理系 === 105 === Brand experience has become one of the main marketing issue, this study explores the relationship between brand experience, satisfaction, trust, brand engagement, and explores the mediating effect of satisfaction and trust. Form the sampling of the consumers who buy "3C hypermarket products", obtained 335 valid samples by convenience sampling method. Using the SPSS 22.0 analysis data, the results show that the brand experience has a significant positive impact on brand satisfaction and brand trust; Brand trust has a significant negative impact on brand engagement; Brand satisfaction has a significant positive impact on brand engagement; Brand engagement has a significant positive impact on brand loyalty. Brand satisfaction has mediating effect of brand experience and brand engagement, brand engagement has mediating effect of brand satisfaction and band loyalty. Finally, according to the results of the study, this paper puts forward some practical suggestions and directions for future research.