Functional and Experiential  Routes to Brand Loyalty

Soulima Mouad; Mohammed Rafiq; Lia Zarantonello

Functional and Experiential Routes to Brand Loyalty

Soulima Mouad, Mohammed Rafiq, Lia Zarantonello

Centre for Sustainability and Responsible Management

Research output: Contribution to conference › Paper › peer-review

Abstract

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 language	English
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

Conference	European Marketing Academy Annual Conference
Country/Territory	Germany
City	Hamburg
Period	28/05/19 → 31/05/19

Cite this

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title = "Functional and Experiential Routes to Brand Loyalty",

abstract = "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. ",

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AU - Rafiq, Mohammed

AU - Zarantonello, Lia

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N2 - 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.

AB - 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.

M3 - Paper

T2 - European Marketing Academy Annual Conference

Y2 - 28 May 2019 through 31 May 2019

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