The Effects of Brand Experiences, Satisfaction and Trust on Building Brand Loyalty; An Empirical Research on Global Laptop Brands

Global Journal of Business and Social Science Review, Vol. 2(2) 2014. 97-103

7 Pages Posted: 19 Jul 2017 Last revised: 22 Jul 2017

See all articles by Adilla Anggraeni

Adilla Anggraeni

Bina Nusantara University (Binus) - Binus Business School

Desyra Sukma Dewanthi

Bina Nusantara University (Binus) - Binus Business School

Vivian Lim

Bina Nusantara University (Binus) - Binus Business School

Date Written: April 11, 2014

Abstract

Objective – This study aims to show the effect of brand experience, satisfaction, and trust on consumer’s brand loyalty, specifically on global laptop brands. Consumers look for brands that provide them with unique and memorable experiences. From the customer viewpoint, brands are relationship builders. Consumers believe that brand experiences are one of the factors that build long-lasting brands and customer relationships, together with brand trust, satisfaction, and loyalty.

Methodology/Technique – In total, 150 respondents from private universities were selected as the sample for this study due to the high possibility of them using similar types of laptop brands. The quantitative data gathered from the survey method was analyzed using the regression analysis method.

Findings – Findings can also be utilized by marketing experts to develop effective branding strategies for the laptop and also for the laptop producers in general, to make them increase their laptop’s quality in order to enhance their consumers’ experiences, satisfaction, trust, and loyalty to their brand.

Novelty – The respondents of the study are students from three different private universities in Jakarta who use or own laptops. In total, 150 respondents from private universities were selected as the sample for this study due to the high possibility of them using similar types of laptop brands.

Type of Paper: Empirical.

Keywords: Brand Experience; Brand Trust; Brand Satisfaction; Brand Loyalty; Laptop Brands

JEL Classification: D10

Suggested Citation

Anggraeni, Adilla and Dewanthi, Desyra Sukma and Lim, Vivian, The Effects of Brand Experiences, Satisfaction and Trust on Building Brand Loyalty; An Empirical Research on Global Laptop Brands (April 11, 2014). Global Journal of Business and Social Science Review, Vol. 2(2) 2014. 97-103, Available at SSRN: https://ssrn.com/abstract=3001595

Adilla Anggraeni (Contact Author)

Bina Nusantara University (Binus) - Binus Business School ( email )

Jl Hang Lekir I no.6
Kebayoran Baru
Jakarta, 12120
Indonesia

Desyra Sukma Dewanthi

Bina Nusantara University (Binus) - Binus Business School ( email )

Jl Hang Lekir I no.6
Kebayoran Baru
Jakarta, 12120
Indonesia

Vivian Lim

Bina Nusantara University (Binus) - Binus Business School ( email )

Jl Hang Lekir I no.6
Kebayoran Baru
Jakarta, 12120
Indonesia

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