Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty

Dhananjay Bapat, Jayanthi Thanigan

Research output: Contribution to journalArticlepeer-review

36 Citations (Scopus)


The purpose of this article is to explore the impact of brand experience dimensions on brand evaluation and brand loyalty. The study used convenience-sampling technique and measured the relationship between brand experience dimensions, overall brand evaluation and brand loyalty. Factor analysis confirmed that brand experience has two major dimensions: emotional brand experience and cognitive brand experience. Using structural equation modelling, the study reveals that emotional and cognitive brand experience dimensions affect brand evaluation, and brand evaluation influences brand loyalty. With the increased importance of brand experience, marketers need to understand various dimensions of brand experience and find how it influences other brand variables. With the growing importance to brand experience dimensions, the study will add value to the existing literature. The current study from the Indian context would benefit both academia and marketing managers. Future researchers can test the model for a specific set of products/service categories and specific set of customers. Researchers can also explore the relation among various brand experience dimensions and other brand constructs.

Original languageEnglish
Pages (from-to)1357-1372
Number of pages16
JournalGlobal Business Review
Issue number6
Publication statusPublished - 01-12-2016

All Science Journal Classification (ASJC) codes

  • Business and International Management


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