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How brand experience, satisfaction, trust, and commitment affect loyalty: a reexamination and reconciliation

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  • Beichen Liang

    (East Tennessee State University)

Abstract

This study investigates how brand experience, satisfaction, trust, and commitment influence brand loyalty. The results show that when these drivers separately affect brand loyalty, brand satisfaction and brand trust have a stronger effect on attitudinal loyalty than on behavioral loyalty, while brand experience and brand commitment have a stronger effect on behavioral loyalty than on attitudinal loyalty. When they are combined, however, their effects on brand loyalty are at least partially mediated. Moreover, brand satisfaction has the strongest effect on attitudinal loyalty, and brand commitment has the strongest effect on brand loyalty, whether they separately or jointly affect brand loyalty. Finally, research and managerial implications and limitations are also discussed.

Suggested Citation

  • Beichen Liang, 2022. "How brand experience, satisfaction, trust, and commitment affect loyalty: a reexamination and reconciliation," Italian Journal of Marketing, Springer, vol. 2022(2), pages 203-231, June.
    • Handle: RePEc:spr:ijmark:v:2022:y:2022:i:2:d:10.1007_s43039-021-00042-9
    DOI: 10.1007/s43039-021-00042-9
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