Impact of brand experience on loyalty

Economic value has moved beyond delivering quality services to include distinctive brand experiences. Brand experiences are vital in developing brand loyalty and achieving business sustainability. Business performance, in particular, is influenced by customer loyalty directly through purchase behavior, as well as indirectly through attitude towards a brand. Customers may encounter different types of experience with a brand through sensation, affection, behavior, and intellect. Hence, this paper seeks to determine the relationships between each component of brand experience and customers' true brand loyalties. Customers revisiting successful SMEs in the restaurant industry provided 228 units of feedback for this study. Findings revealed that different types of brand experience influence each customer's true brand loyalty differently. Managerial implications are addressed in the discussion section.