Functional and Experiential Routes to Brand Loyalty

Research output: Contribution to conferencePaperpeer-review


Using a dataset of 440 consumers from across the UK, this paper investigates the functional (through brand perceived quality and brand satisfaction) and experiential (through brand experience and brand love) routes to brand loyalty as well as the moderating roles that utilitarian and hedonic values have on these relationships. Whereas brand satisfaction has a significant impact on brand loyalty, brand love is found to be more effective in driving brand loyalty.
Original languageEnglish
Publication statusAccepted/In press - 13 Feb 2019
EventEuropean Marketing Academy Annual Conference - Hamburg University, Hamburg, Germany
Duration: 28 May 201931 May 2019


ConferenceEuropean Marketing Academy Annual Conference

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