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.
|Publication status||Accepted/In press - 13 Feb 2019|
|Event||European Marketing Academy Annual Conference - Hamburg University, Hamburg, Germany|
Duration: 28 May 2019 → 31 May 2019
|Conference||European Marketing Academy Annual Conference|
|Period||28/05/19 → 31/05/19|