المجلة الدولية للاداء الاقتصادي
Volume 4, Numéro 1, Pages 292-307
2021-06-30

A Structural Model Of The Impact Of Brand Experience On Brand Loyalty Through Customer Satisfaction



Authors : Gouacem Narimane . Attallah Lahcen .

Abstract

the purpose of this paper is to investigate the relationship between brand experience and brand loyalty, and the effect of customer satisfaction as a mediator. The proposed research model is analyzed using a survey of 231 customers of the Algerian service brand Mobilis. The results indicate that brand experience has an indirect effect on brand loyalty through customer satisfaction who mediates the relationship between the two variables.

Keywords

Brand experience ; Brand loyalty ; Customer satisfaction ; SEM

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