Brand experience and brand image : the mediating impact of brand passion and brand image in the context of car brands

• The automotive industry encounters fierce competition, in which distinguishing from competitive brands is imperative to ensure a positive brand image. Due that consumers are overwhelmed with car brands to select from, manufacturers need to consider how to make them loyal next time when purchasing a car. This paper examines the parallel meditation of brand passion and brand image between brand experience and brand loyalty for car brands. A questionnaire was distributed online through a car magazine among car consumers (n = 897). The parallel mediation was examined using Hayes PROCESS. Results show that brand passion and brand image positively mediate the relationship between brand experience and brand loyalty. These results allude that forward-thinking managers and researches not only need to consider the relationship between brand experience and brand loyalty but also that consumer’s brand passion and brand image mediate the linkage. Hence, brand experience can be tailor-made with brand-related stimuli to facilitate consumers brand passion and brand image, which will positively impact brand loyalty and make consumers intermittently purchase the same car brand again. Future research is encouraged to compare premium vs. non-premium brand with another with the parallel meditation effect to identify differences and similarities.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Brand experience

Brand passion

Brand image

Brand loyalty

Parallel mediation

Business administration

Företagsekonomi

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