The roles of brand experience in forming loyalty intention
Drawing from observations on branding theories, this study aims to examine the roles of brand experience dimensions (i.e. sensory, affective, behavioral, and intellectual) in forming loyalty intention towards sports brands. A survey based quantitative approach is employed to examine the pos...
| Main Authors: | , , |
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| Format: | Article |
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Labuan Faculty of International Finance, Universiti Malaysia Sabah
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/35807/ |
| _version_ | 1848848156968615936 |
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| author | Lada, Suddin Mohd Suki, Norazah Md. Sidin, Samsinar |
| author_facet | Lada, Suddin Mohd Suki, Norazah Md. Sidin, Samsinar |
| author_sort | Lada, Suddin |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Drawing from observations on branding theories, this study aims to examine the roles of brand experience dimensions (i.e. sensory, affective, behavioral, and intellectual) in forming loyalty intention towards sports brands. A survey based quantitative approach is employed to examine the posited hypotheses. A total of 320 participants were involved in the final sample. Analysis of structural equation modeling (SEM) revealed that out of four dimensions of brand experience, sensory had the most significant effect on consumer loyalty intention towards sports brands, followed by affective factor and behavioral factor. Marketing practitioners have come to realize that understanding how consumers experience brands is critical for developing marketing strategies that help to increase positive brand experience. Direction for future research is also provided. |
| first_indexed | 2025-11-15T09:30:02Z |
| format | Article |
| id | upm-35807 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T09:30:02Z |
| publishDate | 2014 |
| publisher | Labuan Faculty of International Finance, Universiti Malaysia Sabah |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-358072016-02-10T06:28:01Z http://psasir.upm.edu.my/id/eprint/35807/ The roles of brand experience in forming loyalty intention Lada, Suddin Mohd Suki, Norazah Md. Sidin, Samsinar Drawing from observations on branding theories, this study aims to examine the roles of brand experience dimensions (i.e. sensory, affective, behavioral, and intellectual) in forming loyalty intention towards sports brands. A survey based quantitative approach is employed to examine the posited hypotheses. A total of 320 participants were involved in the final sample. Analysis of structural equation modeling (SEM) revealed that out of four dimensions of brand experience, sensory had the most significant effect on consumer loyalty intention towards sports brands, followed by affective factor and behavioral factor. Marketing practitioners have come to realize that understanding how consumers experience brands is critical for developing marketing strategies that help to increase positive brand experience. Direction for future research is also provided. Labuan Faculty of International Finance, Universiti Malaysia Sabah 2014 Article PeerReviewed Lada, Suddin and Mohd Suki, Norazah and Md. Sidin, Samsinar (2014) The roles of brand experience in forming loyalty intention. Labuan e-Journal of Muamalat and Society , 8. pp. 39-49. ISSN 1985-482X http://wwwkal.ums.edu.my/ljms/ |
| spellingShingle | Lada, Suddin Mohd Suki, Norazah Md. Sidin, Samsinar The roles of brand experience in forming loyalty intention |
| title | The roles of brand experience in forming loyalty intention |
| title_full | The roles of brand experience in forming loyalty intention |
| title_fullStr | The roles of brand experience in forming loyalty intention |
| title_full_unstemmed | The roles of brand experience in forming loyalty intention |
| title_short | The roles of brand experience in forming loyalty intention |
| title_sort | roles of brand experience in forming loyalty intention |
| url | http://psasir.upm.edu.my/id/eprint/35807/ http://psasir.upm.edu.my/id/eprint/35807/ |