Exploring the Impact of Brand Experience and Brand Trust on Brand Loyalty

Abstract

This research investigates the influence of Brand Experience (BE) and Brand Trust (BT) on Brand Loyalty (BL). The study employs a purposive sampling method to gather responses through a questionnaire distributed among 104 customers. The results indicate a noteworthy positive correlation between BE and BL, emphasizing the significance of customer perceptions in fostering loyalty. Furthermore, the study unveils an additional positive correlation between BT and BL, reinforcing the importance of establishing a trustworthy brand image. By leveraging these insights, managers can derive practical guidelines for enhancing BL through the improvement of brand experiences ad trust. The study provides valuable implications for both theoretical understanding and managerial practices. This research contributes to the existing body of knowledge by shedding light on the intricate dynamics between BE, BT, and BL. In addition, the findings offer practical recommendations for managers to cultivate and maintain BL.