Page No:84-87 - international research journal of management

Intl. Res. J. Manag. Sci. Vol., 3 (3), 84-87, 2015
International Research Journal of Management Sciences. Vol., 3 (3), 84-87, 2015
Available online at http://www.irjmsjournal.com
ISSN 2147-964x ©2015
Review Article: Brand Experience, Brand Loyalty,
Satisfaction and Brand Trust
Alieh Momeni1, Amir Akhavanfar2*
1
Department of Management, Aliabad Katoul Branch, Islamic Azad University, Alibad Katoul, Iran
2
Assistant Professor of Payam nour University of Iran
*
Corresponding Author: Amir Akhavanfar
ABSTRACT: In recent years, many companies came to believe that the most valuable assets were its brand, products
and services. Increasing the abundance of goods and services led to increase production and alternative services across
the industry. New products and services, not necessarily long-term sustainable competitive advantage for the companies
did not offer because the benefits were usually short-lived and would be quickly imitated. Technical excellence was no
longer a factor and a key factor for success. In markets which goods and services were more and more close to each
other and be like, only a strong brand had the ability to distinguish its products from those of competitors’ offerings.
The purpose of this study was to analyze the literature on brand experience, brand loyalty, satisfaction and trust of the
brand. Based on the analysis of the studies, it can be said that the brand experience, brand loyalty, satisfaction and brand
trust are the most important variables in the marketing and customers’ relationship.
INTRODUCTION
Brand awareness and image play an important role in customers’ decision-making, because the brand awareness
influenced the shape and strength of the brand’s branches. Brand awareness and brand image can increase the effect of
marketing communications, because the consumer tended to have a favorable brand and had a desirable attitude towards
it. They may respond positively to advertisements. Hence, less advertising needed for extensive and to achieving the
objectives. Brand awareness understood through brand recognition and brand recalling. Brand recognition was related
to the ability of the consumer to use the correct discrimination between competing brands and brand recalling. The
consumer's ability to recover or recall his memory referred to properly branding image associated with the prestige and
reputation of a brand. High levels of awareness and brand image led to a brand positive perception. Companies often
develop themselves for new products, but this can compromise the brand image and is a risky work (Doaei and Hasanzade, 2010). Providing service quality and products are essential to success and survival of company in today's
competitive environment.
Wang et al (2003) believed that the provision of quality products and services enhanced the reputation of the
business unit and retained customers made possible also, increased the customers’ attraction, word of mouth
advertising, financial performance and profitability. Marketing experts admired the benefits of satisfaction and quality
and mentioned them as indicators of competitive advantage of organizations. On the other hand, the loyalty of service
was considered as one of the most important structures in the marketing services due to the last effective factor on
repurchase and in fact considered as the foundation of any business (Karvana, 2002). Hence, the purpose of the study
was to survey in the field of brand experience, brand loyalty, satisfaction and trust of the brand.
Brand experience
Most of the researches have been conducted on the experience of products’ benefit features and experience of
groups, not on the basis of the experience offered by the brands. The brand experiences were as feelings, emotions,
cognition and behavioral responses that were motivated by brand stimulators, which were part of a brand and design
identity packaging, communications and the environment (Brakus et al, 2009). According to Alloza (2008) marketing
brand experience can be defined as a consumer perception in every moment of contact with the brand, whether it's a
brand projected images in advertising in the first personal contact, or the quality of personal behavior that they receive.
84
Intl. Res. J. Manag. Sci. Vol., 3 (3), 84-87, 2015
Brand experience creates when customers use the brand talking with others about the brand following the information
of brand, advertising, events and etc (Ambler et al, 2002). Concept of development is brand experience to understand
the concept, brand trust and brand loyalty concept (Brakus, 2009). Brand experience can be positive or negative, shortterm or long-term and can effect on consumer’s satisfaction and brand loyalty can be effective as much as brand trust.
Brand experience is empirically distinct from other brands and the concept of focus on customer including their
attachments, brand and consumer’s fun (Duffy, 2005). Because of the experience assessment, participation, interest and
pleasure are different. Hence, the consumer experiences are conceptually and empirically distinct of brand personality.
Customer delight is determined by the positive impact that can be part of the emotional satisfaction (Oliver et al, 1997).
Brand loyalty
One of the definitions of loyalty and acceptance by Jacobi and Kayner was defined as the focus on loyalty and
repurchase behavior as a response to the passage of time. Davis et al (2003) considered loyalty as a sense of emotional
attachment to the organization, but in terms of their customers as one of the most valuable assets of company, which
demonstrated a consistent pattern of buying a particular brand over time and a favorable attitude toward the brand.
Brand loyalty developed when they are in accordance with the personality or image, or when it meets the
consumer unique needs. Brand loyalty is the organization's ultimate goal with product specific trademark. Priority or
preference to buy a particular brand is called customer loyalty to the brand name. Customers want their brand to
represent good design and composition of the product with the levels of quality and good price. This customer's
perception is the basis for repurchasing (Oliver, 1999). Creating brand loyalty to brands and services has been
challenged more than the brands’ associated goods. This is due to the intangible nature of services brands with
consumers to understand the risk associated with the purchase of services. To solve this concern, a brand sign is
recommended as a way to improve the brand image which influences the decisions of purchasing (Brady et al, 2005).
Chaudhuri and Holbrook (2001) had shown brand loyalty as a positive and supportive attitude and defined it by
the customer through attitudinal loyalty and behavioral loyalty towards the brand. Brand loyalty refers to the tendency
of being faithful to a brand and can be a tendency of consumers to buy a brand as the first choice shown loyalty to a
particular brand. This ongoing commitment led to purchase the brand when using the product. Brand loyalty can be as a
result of non-random and long-term behavioral and psychological processes associated with and defined the purchase of
more than one benefit (Zhao, 2010). Brand loyalty means repurchasing because this behavior is a psychological
process. In other words, repurchasing is not merely an arbitrary reaction as a result of mental, emotional factors and is
normative (Miller & Hanson, 2006). Richard Oliver (1999) defined loyalty as having a deep commitment to repurchase
or support for a product or service of interest that despite having situational influences and marketing efforts of
competitors led to repurchase a brand or a brand of products in the future (Oliver, 1999).
Satisfaction
Oliver described the customer satisfaction as a customer’s submission (Oliver, 1997). Danaher P.J, Haddrell
(Danaher, 1996) claimed that the scale of a single cell offered a limited sense of customer satisfaction of the store. They
suggested that a single cell scale cannot provide all dimensions and information. Also, cannot fully assess the extent of
individual and complexity of customer’s satisfaction (Danaher P.J, Haddrell, 1996). Customer satisfaction is a feeling
or attitude toward a product or service after a customer’s use. Schneider declared the customer’s satisfaction as a result
of the comparison process between the real identity of the product or service and social norms or expectations in
relation to the product. Customer’s satisfaction was defined in two ways: as the output or as the process. The first group
considered customer’s satisfaction as final result of consumption of a good or service. The output of the process of
purchase and services achieved as the result of the purchase costs compared to what was predicted by the customer. The
second set of definitions that affect most aspects of cognitive psychology and focus on customer satisfaction. Assessing
whether the good or service has been received or not (Pratten, 2004).
Three main factors influenced customer’s satisfactions were product, appearance and quality of service. The
appearance of the product and its use directly affected product satisfaction and dissatisfaction. And also, enjoy the
benefits of the product as an intermediary between satisfaction and dissatisfaction with the appearance of the product
(Mugge et al, 2010). Service quality influenced positively on perceived value, customer’s satisfaction and perceived
value and satisfaction positively influenced on intention of buying. So, the quality of service has an indirect and
positive impact on the purchase intention through perceived value and customer’s satisfaction (Kuo et al, 2009).When a
purchase happened on after-sales services, the customer encouraged more to research for purchasing with lower prices
(Dutta and Abhijit , 2005). Spurge (1995) stated that given the cost of maintaining a customer was less than the cost of
attracting new customers and was very important to buy a case for marketing. Purchasing intention was directly
affected customer satisfaction (Koa et al., 2009).
The concept of trust
Trust in Oxford English Dictionary defined as "reliance or confidence in a quality or attribute of a person or a
thing or make a statement of fact". Dayerkaz believed that the concept of trust was rooted in Aristotle's age. Therefore,
85
Intl. Res. J. Manag. Sci. Vol., 3 (3), 84-87, 2015
there was little agreement on what the trust is and how to find trust in the workplace. More researches on trust defined it
as a subject and separate concept. There are various instruments that assess the level of trust in organizations and
groups, but there is not secure reason on how to recognize the results and the confidence. It is clear that several years
ago, trust had become the focal point for the study of organizations increasingly. Trust is an interdisciplinary topic of
disciplines derived from psychology and sociology stems. Studying the trust in political science, law, industrial
psychology, organizational behavior and economic had great importance.
Tyler believed that trust was important because it was a strong desire to understand how effective partnerships
existed within the organizations. Trust is a key element because it enables collaboration and participation in
organizations and has always been important. New trends in organizations move to the consequences; the first causing
changes in the nature of work retro partnerships that can be useful in this context. The second caused the changes in the
nature of a partnership that focuses more on forms of voluntary participation. The concept of trust has been studied by
experts in various fields and based on the paradigm many different definitions have been presented (Mullering, 2004).
Trust is the central concept of classical sociological theories and the main focus of the new theories of social capital and
social context of interactions and relationships. Trust can be categorize to someone’s trust, confidence and trust to an
organization. These three categories are closely related to each other and trust.
Our trust to an organization can be in the form of a person or persons worked in that organization and can also, our
trust to the organization in which the person worked. Trust to individuals or organizations are related to each other
through, tasks and situations in organizations and the roles they play in the organization (Oliver, 1980). Due to the
expansion of the scope of management and leadership in the management of organizations in communities considered
urban structures beyond other levels, this new field of management and behavioral variables called organizational
networks. These levels appeared in the confidence and self-esteem and given the fact that at any level of self-confidence
or trust are the kind of trust parameters affecting the trust and are subject of changes. Several studies have been done in
the area of trust on person who can be considered the main areas of psychology and behavioral sciences discussed on
this issue. Thus, as the actor can easily judge on the value of trust on certain individuals (based on information about the
history of the individual, his motivations and competencies) also, can generalized to others about the value of trust and
also the ideas and beliefs. They can also believe the value of trust in abstract systems such institutions.
This process can be named as the level of institutional trust. This is what Giddens called it the idea of trust on
expert systems. May be someone doesn’t know the one whom he made his car or house but, trust the standard system,
regulation, supervision and controlled quality of confidence (Mousavi, 2010).
CONCLUSION
Numerous studies were done on the brand experience, brand loyalty, satisfaction and trust and some of their
results would be mentioned. The results of Dolat-abadi et al (2013) revealed the importance of brand personality on
brand influence, brand preference and brand loyalty were trusted brand in the forecast (quoted by Dehdashti, 2012).
Bamani-moghadam (2011) concluded that the attitude and confidence were related to brand loyalty, satisfaction and
brand equity relationship and there were no significant relationship with other variables and behavioral loyalty was
related only to the satisfaction associated value. Hence, the company producing machinery should deal with the threat
machinery strategies to attract a loyal industrial customers regarding to the non-exclusive nature of this industry and
counter the threat machinery.
But the thing that can guarantee the benefits of these companies with a short-term horizon was attracting loyal
customers through commitment and implementation strategies to achieve behavioral indicators of value and customers’
satisfaction. Regarding to the results, it is clear that understanding the customer was satisfied with the balance and
outcome in his favor of all manner of company's marketing strategy and the repetition of shopping. Hence, the company
must meet customer expectations and put him in a win position in dealing. The customer commitment to a company
and long-term relationship, though this may be due to the restrictions currently in his behavior (repeat and development
order) did not manifest and would ensure profitability and long-term and ideal goals of the company. Hence, achieving
brand equity indexes such as trust and satisfaction, the company considered the view of customer and reaching to the
customer loyalty would be possible.
Also, Zhao et al (2010) in a research revealed the impact of the online brand experience. The results indicated that
brand positive experience influenced on customer’s satisfaction and intention to buy and led to the creation of online
brand communication and well-known brand had emerged as a matter of trust and perceived ease of use of the online
brand. Mugge et al (2010) in a research studied the effect of perceived value on customers’ loyalty due to the
moderating effect of past experiences. The results showed the influence of effective perceived value and perceived
value on company's reputation and customer’s satisfaction. On the other hand, these effects were moderated by the
mediator of past experiences. When the past experiences exist, the effective perceived value and perceived value of the
performance categorized in top priority.
The first time customers used the products, perceived value of performance considered as the most important
element of customers’ satisfaction. Company’s reputation and customers’ satisfaction played an important role in
repurchasing. Sweeny (2008) offered a theoretical model for analyzing three main prerequisite faiths (trust, satisfaction
86
Intl. Res. J. Manag. Sci. Vol., 3 (3), 84-87, 2015
and perceived value) in the field of electronic services. Their results showed that the reliability, customer satisfaction,
perceived value and commitment were separated structures that combined to determine their level of loyalty. However,
the commitment to trust, perceived value and customers’ satisfaction had stronger impact on loyalty.
REFERENCES
Alloza A, 2008. Brand engagement and brand experience at BBVA. The transformation of 150 years old company.
Corporate reputation review. 11(4): 371-381.
Ambler T, Bhattacharya C.B, Edell J, Keller Kevin L, Lemon Catherine N, Mittal V, 2002. Relating brand and
customer’s perspectives on marketing management. Journal of Service Research 5.
Bamani-moghadam M, Heydarzade K, Mehrzadi H, 2011. The importance of brand equity in access to loyal customers
for manufacturers of machinery for the food and beverage. Research Management. 88: 23-38.
Brady MK, Bourdeau BL, 2005. The importance of brand cues in intangible service industries: an application to
investment services. Journal of Services Marketing. 6(19).
Brakus JJ, Schmitt BH, Zarantonello L, 2009. Brand experience; What Is It? How Is It Measured? Does It Affect
Loyalty? Journal of Marketing. 52-68.
Caruana, 2002. Service loyalty: The effects of service quality and the mediating role of customer satisfaction.
European Journal of Marketing. 7(36): 11-828.
Chaudhuri A, Holbrook MB, 2001. The chain of effects from brand trust and brand affect to brand performance: the
role of brand loyalty. Journal of Marketing. 65(2): 81-93.
Danaher PJ, Haddrell V, 1996. The comparison of question scales used form measuring customer satisfaction.
International Journal of Service IndustryManagement. 7(4): 4-26.
Davis SM, Dunn M, 2003. Building the brand-driven business: Operationalize your brand to drive profitable growth.
San Francisco. Josey Bass.
Dehdashti SH, Taghvaei-yazdi M, Rostami N, 2012. A model for assessing the reliability of their impact on banks'
commitment and loyalty of customers. Journal of Management Sciences Management. 20.
Doaei H, Hasan-zade, 2010. The role of marketing mix strategy in the export performance of firms. Journal of business
studies. 32: 31-42.
Duffy Dennis L, 2005.The evolution of customer loyalty strategy «Journal of consumer marketing. Emerald Group.
284–286.
Dutta S, Abhijit B, 2005. Effects of low price guarantees on consumer post-purchase search intention: The moderating
roles of value consciousness and penalty level. Journal of retailing. Published by Elsevier Inc. 283–291.
Kuo Y, Feng CH.M, Wub, Wei-Jaw D, 2009. The relationships among service quality ,perceived value, customer
satisfaction and post-purchase intention in mobile value-added services. Computers in Human Behavior.
Elsevier Ltd. 887-896.
Meller JJ, Hansan T, 2006. An empirical examination of brand loyalty. Journal of Product & Brand Management.
15(7): 49-442.
Mousavi T, 2010. Examining the role of trust and perceived risk of online customer behavior case study of Tehran city,
Raja passenger carrier. M.A thesis. Islamic Azad University of Arak.
Mugge R, Hendrik S, Jan S, 2010. Product attachment and satisfaction: understanding consumers’ post-purchase
behavior, Journal of Consumer Marketing. 27(3): 271–282.
Mullering A, Martin J, Quintana A, 2004. A Model of customer loyalty in the retail banking market. European Journal
of Marketing . 38 (1/2): 253-275.
Oliver R, 1999. Whence consumer loyalty? Journal of marketing. Special Issue. 63: 33-44.
Oliver R, 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing
Research (Jmr). Nov 80. 17(4):460-469.
Oliver R, Rust Roland T, 1997. Customer Delight: Foundations, Findings, and managerial insight. Journal of Retailing.
73(3): 311-336.
Pratten JD, 2004. Customer satisfaction and waiting staff. International of contemporary hospitality management.16(6):
385-388.
Sweeny J, Swait J, 2008. The effects of brand Credebility on customer loyalty. Journal of retailing and consumer
services.15(8): 179-193.
Wang Y, Hing P, Yar H, 2003. The antecedents of service quality and product quality and their influences on
bank reputation: evidence from the banking industry in China. Managing Service Quality. 13(1): 72.
Zhao AL, Koenig-Lewis N, Hanmer-Lloyd S, Ward P, 2010. Adoption of internet banking services in China: is it all
about trust? International Journal of Bank Marketing. 28(1): 7-26.
87