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Title: :  The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands
PaperId: :  11015
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 5 Issue 6 2019
DUI:    16.0415/IJARIIE-11015
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Jackie May U. AbinPolytechnic University of the Philippines - Manila
Jericho L. CosePolytechnic University of the Philippines - Manila
Arman John H. OliverosPolytechnic University of the Philippines - Manila

Abstract

Marketing
Brand experience, Customer/ Brand Loyalty, Affective Commitment
The main aim of this paper is to study the impact of brand experience on determining customer/brand loyalty. The current researchers propose that the brand experience and affective commitment has a positive effect on brand loyalty and that the relationship is mediated by affective commitment. A survey-based quantitative approach is used to test the hypotheses based on the prior study, that also delineates the relationships between brand experience, affective commitment, and brand loyalty. The data were collected using pen and paper version of a survey and were analyzed using reliability analysis. The analysis suggests that affective commitment mediates the relationship between brand experience and brand loyalty for one product category that was studied (smartphone). The study extends the understanding of the brand experience construct by studying its influence on brand loyalty and also by incorporating affective commitment as a mediating variable. In our sample, the findings support the fact that developing brand experience influences customer loyalty only through affective commitment.

Citations

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IJARIIE Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. "The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands" International Journal Of Advance Research And Innovative Ideas In Education Volume 5 Issue 6 2019 Page 509-514
MLA Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. "The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands." International Journal Of Advance Research And Innovative Ideas In Education 5.6(2019) : 509-514.
APA Jackie May U. Abin, Jericho L. Cose, & Arman John H. Oliveros. (2019). The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands. International Journal Of Advance Research And Innovative Ideas In Education, 5(6), 509-514.
Chicago Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. "The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands." International Journal Of Advance Research And Innovative Ideas In Education 5, no. 6 (2019) : 509-514.
Oxford Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. 'The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands', International Journal Of Advance Research And Innovative Ideas In Education, vol. 5, no. 6, 2019, p. 509-514. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/The_Effects_of_Smartphones__Brand_Experience_on_Customer_Loyalty_Among_PUP_CBA_Students__Top_6_Global_Brands_ijariie11015.pdf (Accessed : 22 April 2022).
Harvard Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. (2019) 'The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands', International Journal Of Advance Research And Innovative Ideas In Education, 5(6), pp. 509-514IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/The_Effects_of_Smartphones__Brand_Experience_on_Customer_Loyalty_Among_PUP_CBA_Students__Top_6_Global_Brands_ijariie11015.pdf (Accessed : 22 April 2022)
IEEE Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros, "The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands," International Journal Of Advance Research And Innovative Ideas In Education, vol. 5, no. 6, pp. 509-514, Nov-Dec 2019. [Online]. Available: https://ijariie.com/AdminUploadPdf/The_Effects_of_Smartphones__Brand_Experience_on_Customer_Loyalty_Among_PUP_CBA_Students__Top_6_Global_Brands_ijariie11015.pdf [Accessed : 22 April 2022].
Turabian Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. "The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 5 number 6 (22 April 2022).
Vancouver Jackie May U. Abin, Jericho L. Cose, and Arman John H. Oliveros. The Effects of Smartphones' Brand Experience on Customer Loyalty Among PUP-CBA Students; Top 6 Global Brands. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2019 [Cited : 22 April 2022]; 5(6) : 509-514. Available from: https://ijariie.com/AdminUploadPdf/The_Effects_of_Smartphones__Brand_Experience_on_Customer_Loyalty_Among_PUP_CBA_Students__Top_6_Global_Brands_ijariie11015.pdf
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