The Impact of Brand Experience and Brand Trust on Brand Loyalty: A Study on Carbonated Soft Drinks Industry in Bangladesh

Abstract

The report explores the relationships between brand trust, satisfaction, and loyalty within the carbonated soft drinks (CSDs) industry. Satisfaction, in the context of CSD, is described as the overall positive experience from consuming a favourite fizzy drink, influenced by taste, packaging, and brand interactions. Loyalty, in the same context, is conceptualized as the emotional bond that keeps consumers returning to the same brand, achieved through personalized marketing, loyalty programs, and consistent positive experiences. The main objective of this research was to evaluate the impact of brand trust, and brand experience on brand satisfaction as well as the overall brand loyalty. It was found that brand satisfaction is significantly affected by brand experience and brand trust. It was also found that brand experience, brand trust, and brand satisfaction significantly affect the overall brand loyalty. Managerial implications of this research suggest that CSD marketers must develop strategies to foster a desirable brand experience and brand trust to ensure brand satisfaction and loyalty. Globally, the CSD industry is shifting towards healthier options in response to health concerns and regulatory pressures, especially in developed markets. In contrast, emerging markets like Bangladesh present growth opportunities due to economic and demographic factors. Adapting to local preferences and regulatory environments is essential for global CSD companies.