Effects of brand experience on brand trust, brand satisfaction & brand loyalty: Building spa brands in South korea

Abstract

The purpose of this paper is to examine whether different types of brand experience by consumers have significant effect on consumers’ brand trust, brand satisfaction and brand loyalty. Understanding this information may provide guidelines for marketers in SPA brand market, and facilitate the development of differentiated marketing strategies at this fiercely competitive market. The results show that 4 dimensions of brand experience have different impact on brand trust and brand satisfaction, thus differentiated marketing strategies and communication with consumers may need to be designed for these two important constructs. At the same time, brand trust is an important factor affecting consumers’ brand loyalty as compared to brand satisfaction, so marketers may need to gain brand trust among consumers.