Mediating Role of Brand Trust and Brand Affection on Relationship between Brand Experience and Brand Loyalty: A Study of the Automobile Users in Pakistan

Abstract

This study illuminates the mediating mechanisms of brand trust (BT) and brand affection (BA) in shaping the relationship between brand experience (BE) and brand loyalty (BL) among Pakistani automobile users, enabling marketers to improve customer loyalty and brand strategies based on the Stimulus, Organism, Response (S-O-R) theoretical model among automobile users in Pakistan. A standardized questionnaire is used to acquire quantitative data from 258 Pakistani car owners. Brand experience significantly improves BT, BA, and BL. BE and BL are also mediated by BT and BA. BT mediates the relationship between BE and BL better than BA. The study emphasizes BT and BA as mediators between BE and BL, notably in Pakistan's automobile industry. The study suggests that Pakistani automakers should establish BT and BA to maximize customer retention and revenue. The data was analyzed using structural equation modeling (SEM). BE increases BT, BA, and BL. BE and BL were mediated by BT and BA. The study indicated that BT mediates the relationship between BE and BA, while BA mediates BL. Brand managers and marketers can learn from this study. It advises that brand managers should create pleasant brand experiences that enhance BT and BA to build BL among Pakistani vehicle users. They should also build BT and BA, which mediate the relationship between brand experience and BL. This study shows how BE, BT, and BA generate BL among Pakistani automobile users.  This study enhances the literature by illustrating how BE affects BT, BA, and BL in the Pakistani automobile industry. Its detailed understanding of these relationships helps practitioners and scholars.