The Impact of Brand Experience Dimensions on Attitudinal Loyalty and Behavioral Loyalty of Motorcycle Brands

Dam Tri Cuong

This current study’s primary purpose was to empirical research on the impact of brand experience dimensions on attitudinal loyalty and behavioralloyalty ofmotorcycle brands. We analyzed research data from 328 clients who had purchased motorbikes. The data was tested through partial least squares structural equation modeling (PLS-SEM) with SmartPLS software 3.2.7. The findings of the study revealed that brand experience dimensions (i.e., sensory, affective, behavioral, and intellectual)had a substantial positive impact on both attitude loyalty and behavioral loyalty. From the above findings, this present study discussed implications for practitioners.

Volume 12 | 03-Special Issue

Pages: 682-690

DOI: 10.5373/JARDCS/V12SP3/20201307