Sensory brand experience and brand loyalty: Mediators and gender differences
Sensory brand experience is a fundamental and central brand experience. Its influencing mechanism on brand outcome variables still needs to be clarified. This study proposed a new SEM model to explore the influencing mechanism from sensory brand experience to brand loyalty and tested it using SmartP...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2024-04-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691824000684 |
| _version_ | 1827315535414558720 |
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| author | Fang Gao Zhongyuan Shen |
| author_facet | Fang Gao Zhongyuan Shen |
| author_sort | Fang Gao |
| collection | DOAJ |
| description | Sensory brand experience is a fundamental and central brand experience. Its influencing mechanism on brand outcome variables still needs to be clarified. This study proposed a new SEM model to explore the influencing mechanism from sensory brand experience to brand loyalty and tested it using SmartPLS 4 software. Data were gathered through a web-based questionnaire survey of 304 Chinese consumers. The results show that sensory brand experience is vital in fostering brand loyalty. It impacts brand loyalty both directly and indirectly. The mediating effect of brand attitude is much higher than the mediating effect of brand-self connection, which means that in some situations, a strong emotional bond is not essential for brand success. The results also reveal the moderating effect of gender on relationships in the model. The key gender difference is that the male group does not have a mediation path through brand-self connection, while the female group has. This study expands the research on brand experience and sheds light on developing brand loyalty. Gender differences should be considered when developing sensory marketing strategies. Especially for women, creating sensory brand experiences that elicit strong emotional connections has positive effects on brand loyalty. |
| first_indexed | 2024-04-24T22:57:56Z |
| format | Article |
| id | doaj.art-3eb1a097ecae4d9faf259f21de364681 |
| institution | Directory Open Access Journal |
| issn | 0001-6918 |
| language | English |
| last_indexed | 2024-04-24T22:57:56Z |
| publishDate | 2024-04-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj.art-3eb1a097ecae4d9faf259f21de3646812024-03-18T04:33:47ZengElsevierActa Psychologica0001-69182024-04-01244104191Sensory brand experience and brand loyalty: Mediators and gender differencesFang Gao0Zhongyuan Shen1Corresponding author.; Shanghai Urban Construction Vocational College, Shanghai 200438, ChinaShanghai Urban Construction Vocational College, Shanghai 200438, ChinaSensory brand experience is a fundamental and central brand experience. Its influencing mechanism on brand outcome variables still needs to be clarified. This study proposed a new SEM model to explore the influencing mechanism from sensory brand experience to brand loyalty and tested it using SmartPLS 4 software. Data were gathered through a web-based questionnaire survey of 304 Chinese consumers. The results show that sensory brand experience is vital in fostering brand loyalty. It impacts brand loyalty both directly and indirectly. The mediating effect of brand attitude is much higher than the mediating effect of brand-self connection, which means that in some situations, a strong emotional bond is not essential for brand success. The results also reveal the moderating effect of gender on relationships in the model. The key gender difference is that the male group does not have a mediation path through brand-self connection, while the female group has. This study expands the research on brand experience and sheds light on developing brand loyalty. Gender differences should be considered when developing sensory marketing strategies. Especially for women, creating sensory brand experiences that elicit strong emotional connections has positive effects on brand loyalty.http://www.sciencedirect.com/science/article/pii/S0001691824000684Sensory brand experienceBrand loyaltyBrand attitudeBrand-self connectionGender |
| spellingShingle | Fang Gao Zhongyuan Shen Sensory brand experience and brand loyalty: Mediators and gender differences Acta Psychologica Sensory brand experience Brand loyalty Brand attitude Brand-self connection Gender |
| title | Sensory brand experience and brand loyalty: Mediators and gender differences |
| title_full | Sensory brand experience and brand loyalty: Mediators and gender differences |
| title_fullStr | Sensory brand experience and brand loyalty: Mediators and gender differences |
| title_full_unstemmed | Sensory brand experience and brand loyalty: Mediators and gender differences |
| title_short | Sensory brand experience and brand loyalty: Mediators and gender differences |
| title_sort | sensory brand experience and brand loyalty mediators and gender differences |
| topic | Sensory brand experience Brand loyalty Brand attitude Brand-self connection Gender |
| url | http://www.sciencedirect.com/science/article/pii/S0001691824000684 |
| work_keys_str_mv | AT fanggao sensorybrandexperienceandbrandloyaltymediatorsandgenderdifferences AT zhongyuanshen sensorybrandexperienceandbrandloyaltymediatorsandgenderdifferences |