The Effect of Brand Experience on Brand Loyalty: Mediating Role of Brand Attachment: An Empirical Study on Apparel Industry

A positive and satisfying brand experience plays a key role in creating emotionally attachment between the customer and the brand, which increase customer loyalty with that particular brand. This research was conducted to investigate the impact of brand experience on brand loyalty with mediating role of brand attachment. Quantitative approach was used for this study. Data were collected through survey questionnaire. Data were collected from 204 respondents of apparel brands users in Pakistan. Findings of this research shows that there is significant relationship between brand experience and brand loyalty. Results also indicates that brand attachment plays a mediating role between the relationship of brand experience and brand loyalty. For marketers and managers, this framework will encourage the managers to develop that kind of products and services which makes consumption experience positive and satisfying. By providing satisfying brand experience managers will be able to emotionally attach customers with their brands which leads customer towards brand loyalty.