Effect of Brand Experience on Brand Satisfaction and Brand Loyalty: A Study on Mobile Phone Sets in Bangladesh

Abstract

The purpose of the research is to investigate the impact of the various aspect of brand experience (sensory, affective and intellectual) on brand satisfaction and brand loyalty. For achieving these objectives a sample size of 120 consumers has been taken from university students and general people. A structured questionnaires were given to participants and the information of this study is analyzed using SPSS. Non-probability sampling technique was used to gather data from respondents. The findings of the study show that good internal consistency is presented here as we use Cronbach’s Alpha to measure this internal consistency in our reliability test . From the findings it is identified that there are variations in the different aspects of brand experience ( sensory, affective and intellectual) across the brands. Variations were also found among brand satisfaction and brand loyalty across the brands. It has also been found that brand satisfaction is largely affected by various aspects of brand experience (sensory, affective, and intellectual). Similarly, brand loyalty was also found to be affected by sensory, affective, and intellectual aspects of brand experience.