국내브랜드와 해외브랜드에 대한 소비자브랜드체험이 브랜드만족과 브랜드충성도에 미치는 영향

Abstract

The purpose of the current paper is to examine the direct influence of brand experience on brand satisfaction and brand loyalty and the role of brand satisfaction. In addition, domestic and global brands were compared with respect to the relationships among the three constructs, brand experience, brand satisfaction, and brand loyalty. 371 usable responses were collected from online and offline survey using convenience sampling technique. The results indicate that brand experience has an direct impact on both brand satisfaction and brand loyalty. Brand satisfaction which is influenced by experience has an direct impact on loyalty. Sensory experience is a stronger direct predictor of brand satisfaction and brand loyalty in global than domestic brands. Intellectual experience is the weakest effect in domestic brands while behavioral experience is the weakest effect in global brands. The findings provided academic contribution to the brand management research field and strategic implications for experiential marketing in domestic and global brands