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A Structural Model Of The Impact Of Brand Experience On Brand Loyalty Through Customer Satisfaction

Author

Listed:
  • Narimane Gouacem

    (University of Saida)

  • Lahcen Attallah

    (University of Saida)

Abstract

The purpose of this paper is to investigate the relationship between brand experience and brand loyalty, and the effect of customer satisfaction as a mediator. The proposed research model is analyzed using a survey of 231 customers of the Algerian service brand Mobilis. The results indicate that brand experience has an indirect effect on brand loyalty through customer satisfaction who mediates the relationship between the two variables.

Suggested Citation

  • Narimane Gouacem & Lahcen Attallah, 2021. "A Structural Model Of The Impact Of Brand Experience On Brand Loyalty Through Customer Satisfaction," Post-Print ensl-03458126, HAL.
    • Handle: RePEc:hal:journl:ensl-03458126
    DOI: 10.54241/2065-004-001-010
    as

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