Influence of brand experience and personality on loyalty dimensions: evidence from successful Malaysian SME brands

• Main Authors: Ong, Chuan Huat, Md. Salleh, Salniza, Yusoff, Rushami Zien
• 格式: Article
• 语言: English
• 出版: Asian Society of Business and Commerce Research 2015
• 主题: HB Economic Theory
• 在线阅读: http://repo.uum.edu.my/17419/1/SSRN-id2669338.pdf; http://repo.uum.edu.my/17419/; http://www.ijbcnet.com/4-7/IJBC-15-4701.pdf

Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in the competitive food-service industry. Branding researchers had claimed that both attitudinal and behavioral loyalty has their own unique influences on business performance. There has been little studies examining brand experience and brand personality on loyalty dimensions from SME brand perspective.Studies had claimed that factors tested on big brand may yield different result for SME brand. Therefore, this study will investigate the direct influence of brand experience and brand personality on both attitudinal loyalty and behavioral loyalty which yet to be investigated in any empirical research from the perspective of SME brands.Data was obtained through intercept survey of 200 diners prior analyze using SmartPLS 2.0 software. Results showed brand experience significantly influence attitudinal and behavioral loyalty. However, this study found that only behavioral loyalty is influenced by brand personality.