The Influence of Brand Experience on Brand Loyalty Among Mobile Phone Users in Pampanga, Philippines: A Mediation Analysis

• Main Authors: Lacap, Jean Paolo G., Tungcab, Antonieta P.
• Format: text
• Published: Animo Repository 2020
• Subjects: brand; PLS-SEM; brand experience; brand loyalty; mediation analysis
• Online Access: https://animorepository.dlsu.edu.ph/apssr/vol20/iss3/3; https://animorepository.dlsu.edu.ph/context/apssr/article/1313/viewcontent/RA_202.pdf
• Institution: De La Salle University

The study investigates the influence of brand experience on brand loyalty and the mediating effects of two constructs—brand satisfaction and brand trust. The participants of the study were identified using a convenience sampling technique, and they were mobile phone users situated in Pampanga, Phili...