Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Functional and Experiential Routes to Brand Loyalty

Published: May 28, 2019


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


brand loyalty; experiential marketing; brand relationships


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.