The Impact of Brand Experience on Brand Loyalty: Investigating the Mediating Roles of Hedonic Value and Customer Satisfication

Authors

  • Nur Iffah Abd Halim Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Pulau Pinang, Kampus Permatang Pauh, Pulau Pinang, Malaysia
  • Nurin Nazihah Hishammudin Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Pulau Pinang, Kampus Permatang Pauh, Pulau Pinang, Malaysia
  • Nur Hidayah Che Ahmat Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Pulau Pinang, Kampus Permatang Pauh, Pulau Pinang, Malaysia
  • Ahmad Hidayat Ahmad Ridzuan Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Pulau Pinang, Kampus Permatang Pauh, Pulau Pinang, Malaysia

DOI:

https://doi.org/10.5614/ajht.2024.22.3.08

Keywords:

Brand experience, Brand loyalty, Coffee shop, Customer satisfaction, Hedonic value

Abstract

This study investigates the mediating roles of hedonic value and customer satisfaction in influencing the associations between brand experience and brand loyalty. Using a quantitative online survey method, we gathered 384 completed responses from young consumers currently studying at universities. Structured equation modelling and bootstrapping were used to test the hypotheses. The findings yielded significant associations between the variables. The significant mediating roles of hedonic value and customer satisfaction are worth noting. This study expands the existing literature by investigating the impact of brand experience on brand loyalty and the critical roles of hedonic value and customer satisfaction. The study findings have implications for the coffee shop owners to stimulate the overall experience of young consumers as an emerging market. The coffee shop owners can expand their business by opening more coffee shop outlets inside the higher education institutions so their coffee brand can easily reach the target market.

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Published

2024-12-31

How to Cite

Abd Halim, N. I. ., Hishammudin, N. N. ., Che Ahmat, N. H., & Ahmad Ridzuan, A. H. . (2024). The Impact of Brand Experience on Brand Loyalty: Investigating the Mediating Roles of Hedonic Value and Customer Satisfication. ASEAN Journal on Hospitality and Tourism, 22(3), 356-373. https://doi.org/10.5614/ajht.2024.22.3.08

Issue

Vol. 22 No. 3 (2024):

Section

Articles

License

Copyright (c) 2024 Nur Iffah Abd Halim, Nurin Nazihah Hishammudin, Nur Hidayah Che Ahmat, Ahmad Hidayat Ahmad Ridzuan

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

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