Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust

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Abstract

Purpose

The aim of this study is to examine how brand trust moderates the effect of brand experience on brand loyalty mediated by brand love in the context of Korean smartphone users. The authors examine the relationships focused on Apple iPhone and Samsung Galaxy phone.

Design/methodology/approach

The authors designed the conceptual model based on theoretical and empirical background. The authors collected data using a self-administered structured questionnaire through an online research company. The authors tested the hypotheses using a structural equation modeling in AMOS and PROCESS macro model number 8 based on 598 Korean smartphone users.

Findings

The authors found that brand experiences affect brand love, and brand love affects brand loyalty. The authors found that brand experiences affect brand loyalty directly, and brand love mediated the relationship between brand experiences and brand loyalty. The authors found that brand trust had a moderating effect between brand experiences and brand love but had no moderating effect between brand experiences and brand loyalty. Finally, the authors found that brand trust has a moderated mediation role between brand experiences, brand love and brand loyalty.

Originality/value

This is the first study to examine the moderated mediation role of brand trust in the relationship between brand experiences, brand love and brand loyalty focused on Apple iPhone and Samsung Galaxy phone users in the Korean context.

Related collections

Most cited references 67

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Common method biases in behavioral research: A critical review of the literature and recommended remedies.

Philip M Podsakoff, Scott MacKenzie, Jeong-Yeon Lee … (2003)

Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.