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EMAC 2019 Annual Conference


Functional and Experiential Routes to Brand Loyalty
(A2019-9770)

Published: May 28, 2019

AUTHORS

Soulaima Mouawad, University of Roehampton, London; Mohammed Rafiq, University of Roehampton, London; Lia Zarantonello, University of Roehampton, London

KEYWORDS

brand loyalty; experiential marketing; brand relationships

ABSTRACT

Using a dataset of 440 consumers from across the UK, this paper investigates the functional (through brand perceived quality and brand satisfaction) and experiential (through brand experience and brand love) routes to brand loyalty as well as the moderating roles that utilitarian and hedonic values have on these relationships. Whereas brand satisfaction has a significant impact on brand loyalty, brand love is found to be more effective in driving brand loyalty. Additionally, the results show a moderating effect of utilitarian value on brand satisfaction-brand loyalty and brand satisfaction-WTP relationships while no effect was found on brand satisfaction-WOM. Unexpectedly, hedonic value had no moderating effect on any of the outcome variables.