THE FUNDAMENTAL ROLE OF BRAND EXPERIENCE IN BUILDING BRAND LOYALTY BEHIND THE EVERLASTING SUCCESS OF TAYLOR SWIFT

• Main Author: Ayuning Gitafitri, Betari
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83387
• Institution: Institut Teknologi Bandung

In the ever-increasing competitive landscape of music industry, it is important that artists and record labels maintain a strong brand and market presence, offering differentiable brand experience, therefore sustaining their brand in the market. Taylor Swift is a prominent example of artist brand that is able to maintain and continuously expand her market share in music, despite being in the industry for over 18 years. This study aims to explain the influence of brand experience, brand personality, brand satisfaction, and brand love on the brand loyalty of Taylor Swift, and also to examine the mediating roles of brand personality, brand satisfaction, and brand love in the transition from brand experience to brand loyalty of Taylor Swift. A quantitative approach was used, including surveys with 305 respondents from 16 regions in Indonesia, using a judgmental sampling technique. The data were analyzed using PLS-SEM with SmartPLS. The study found that brand experience has a significant positive effect on brand personality, brand satisfaction, and brand love. Brand personality has a significant positive effect on brand satisfaction. Brand satisfaction significantly and positively affects brand love and brand loyalty. Moreover, brand love also has a significant positive impact on brand loyalty. The results further revealed that brand experience indirectly influences brand loyalty, with brand personality, satisfaction, and love as the mediating variable that helps mediate the relationship between brand experience and loyalty. Brand personality acts as a full mediating factor, while brand satisfaction and love act as a partial mediating factor. These findings offer valuable insights for artists and record labels in the music industry to elevate their brand management strategies by optimizing their brand experience, enhancing brand personality, satisfaction, and love, therefore driving brand loyalty and increasing the artists’ longevity in the market. This study contributes to enriching the knowledge of brand management strategy in marketing, particularly in the music industry.