IDEAS home Printed from https://ideas.repec.org/a/hur/ijaraf/v7y2017i3p58-69.html
   My bibliography  Save this article

The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan

Author

Listed:
  • Anber Abraheem Shlash Mohammad

Abstract

The aim of this research paper was to approach the impact of brand experiences, brand equity and corporate branding on brand loyalty. The sample of this research consisted of 413 employees selected on a random basis from 10 Jordanian companies. A questionnaire-based survey was used in order to collect the required data. The research model consisted of three independent variables (brand experiences, brand equity and corporate branding) and one dependent variable (brand loyalty). Brand experiences were divided into three sub-dimensions: brand sensory experience, brand affective experience significantly and brand cognitive experience. Brand equity was sectioned into seven factors: perceived quality, staff behavior, ideal self-congruence, life style-congruence, environment, trust and brand identification. On the other hand, corporate branding was studied in terms of corporate associations, corporate activities, corporate values, corporate personalities, and functional benefits. All dimensions included in this research were measured using a valid and reliable questionnaire developed based on a deep literature review. The results of this research confirmed positive as well as significant effects of all independent dimensions on brand loyalty, except sensory and cognitive experiences. The main contribution of this paper can been seen in closing the gap in research in favor of the impact of brand experiences, brand equity and corporate branding on brand loyalty in Jordanian companies as well assign identifying that Jordanian customers are mainly focused on affective experience of a brand rather than on sensory or cognitive experiences. Managers and researchers can benefit from this research by utilizing such concepts to enhance brand loyalty and conducting further studies to explore other factors critical factors that might improve brand loyalty. The major limitation of this research is related to the sample region since it was conducted in two cities only. Future research should consider other companies and employees form other governorates in Jordan.

Suggested Citation

  • Anber Abraheem Shlash Mohammad, 2017. "The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 7(3), pages 58-69, July.
  • Handle: RePEc:hur:ijaraf:v:7:y:2017:i:3:p:58-69
    as

    Download full text from publisher

    File URL: http://hrmars.com/hrmars_papers/Article_07_The_Impact_of_Brand_Experiences.pdf
    Download Restriction: no

    File URL: http://hrmars.com/hrmars_papers/Article_07_The_Impact_of_Brand_Experiences.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Frijns, Bart & Lehnert, Thorsten & Zwinkels, Remco C.J., 2010. "Behavioral heterogeneity in the option market," Journal of Economic Dynamics and Control, Elsevier, vol. 34(11), pages 2273-2287, November.
    3. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557.
    4. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    5. M.-L. Gavard-Perret & C. Chamard & Marianela Fornerino & J.-P. Galan, 2010. "le marketing de A à Z," Post-Print halshs-00559466, HAL.
    6. Sulieman Ibraheem Shelash Al-Hawary & Amal Metabis, 2012. "Service quality at Jordanian commercial banks: what do their customers say?," International Journal of Productivity and Quality Management, Inderscience Enterprises Ltd, vol. 10(3), pages 307-334.
    7. Oecd, 2010. "Competition in Bidding Markets," OECD Journal: Competition Law and Policy, OECD Publishing, vol. 10(1), pages 69-151.
    8. Philippe Aurier & Gilles Séré de Lanauze, 2012. "Impacts of perceived brand relationship orientation on attitudinal loyalty," Post-Print hal-02133760, HAL.
    9. Nuri WULANDARI, 2016. "Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty," Expert Journal of Marketing, Sprint Investify, vol. 4(1), pages 1-9.
    10. Oecd, 2010. "Labour markets and the crisis," OECD Economics Department Working Papers 756, OECD Publishing.
    11. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    12. Mit, 2010. "Lemons, Market Shutdowns and Learning," 2010 Meeting Papers 1098, Society for Economic Dynamics.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ragoobar, Tricia & Whalley, Jason & Harle, David, 2011. "Public and private intervention for next-generation access deployment: Possibilities for three European countries," Telecommunications Policy, Elsevier, vol. 35(9), pages 827-841.
    2. Polito, Vito & Wickens, Michael, 2015. "Sovereign credit ratings in the European Union: A model-based fiscal analysis," European Economic Review, Elsevier, vol. 78(C), pages 220-247.
    3. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    4. Iivi Riivits-Arkonsuo & Kristel Kaljund & Anu Leppiman, 2014. "Consumer Journey from First Experience to Brand Evangelism," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(1).
    5. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.
    6. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    7. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    8. Golossenko, Artyom & Pillai, Kishore Gopalakrishna & Aroean, Lukman, 2020. "Seeing brands as humans: Development and validation of a brand anthropomorphism scale," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 737-755.
    9. Fernando Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Diego Costa Pinto, 2018. "The brand experience extended model: a meta-analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 519-535, November.
    10. Yinglu Sun & Wei Xue & Subir Bandyopadhyay & Dong Cheng, 2022. "WeChat mobile-payment-based smart retail customer experience: an integrated framework," Information Technology and Management, Springer, vol. 23(2), pages 77-94, June.
    11. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    12. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    14. Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Núnez-Barriopedro, Estela & García-Henche, Blanca, 2023. "Strategic orientation towards digitization to improve supermarket loyalty in an omnichannel context," Journal of Business Research, Elsevier, vol. 156(C).
    15. Shahzad Khalil & Mirza Ameen ul Haq, 2022. "Enhancing Retail Brand Equity through Consumption Value: The Mediating Effect of Brand Experience," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 114-126, March.
    16. Seongho Kang & Won‐Moo Hur, 2012. "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(5), pages 306-316, September.
    17. Federico Brunetti & Ilenia Confente & Hans Ruediger Kaufmann, 2019. "The human dimension of a brand influences brand equity: an empirical examination in the context of a luxury and a convenience brand," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 634-645, November.
    18. Abhishek Mishra, 2014. "Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(4), pages 396-410, November.
    19. Rahhal El Makkaoui, 2023. "Nature of Customer Experience in the Sharing Economy [La nature de l'expérience client dans l'économie collaborative]," Post-Print hal-04450139, HAL.
    20. Siiri Same, 2014. "Experience Marketing in Country Branding: Theoretical Developments and an Estonian Case Study," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(1).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hur:ijaraf:v:7:y:2017:i:3:p:58-69. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Hassan Danial Aslam (email available below). General contact details of provider: http://hrmars.com/index.php/pages/detail/Accounting-Finance-Journal .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.