The influence of brand leadership, brand experience, and brand image on client satisfaction and repurchase intention of e-commerce brands

Type of the article: Research ArticleAbstractAn e-commerce brand is an e-commerce platform that differentiates its services and functionalities from other e-commerce sites. Moreover, consumers’ view of a brand or service as a leader influences customers’ decision-making. Thus, this research investigates the impact of brand leadership, brand experience, and brand image on consumer satisfaction and the likelihood of repurchasing. This research utilized the stimulus-organism-response theory as the fundamental framework for its development. The model was tested using the partial least squares approach, relying on survey responses from 299 Shopee shoppers collected via Google Forms from October to November 2024. The Shopee platform was selected as it ranks as the top e-commerce platform in Vietnam. The results indicate that brand leadership positively affected client satisfaction (β = .160, t = 2.171) and the propensity to repurchase (β = .362, t = 6.013). Likewise, brand experience positively affected client satisfaction (β = .247, t = 2.581) and the propensity to repurchase (β = .271, t = 4.703). Similarly, brand image positively affected client satisfaction (β = .173, t = 2.095) and the propensity to repurchase (β = .190, t = 2.718). Similarly, client satisfaction positively influenced repurchase intention for e-commerce brands (β = .129, t = 2.418). This study offered theoretical and managerial insights and suggestions for further research.AcknowledgmentThe author expresses gratitude to Industrial University of Ho Chi Minh City for supporting this research.