How brand experience and alternative attraction affect brand loyalty - An investigation pn brand apple in Vietnam

Abstract

This study aims to investigate the brand experience and alternative attraction and to examine their effects toward brand loyalty. A convenience sample of 237 respondents who used to experience the products of Apple brand and 212 usable questionnaires were analyzed. The research findings indicate that consumers experience brand Apple most clearly on two aspects: sensory-affective experience and behavior experience. These dimensions impact positively on brand loyalty. The study also supports the relationship between alternative attraction and brand loyalty, indicating that alternative attraction has negative influence on brand loyalty. The study concludes that sensory-affective experience has the strongest impact among these input factors. Whereas, alternative attraction is weaker and behavior experience has the weakest effect on brand loyalty. Both practical and theoretical implications are discussed within the context of branding activities to strengthen brand loyalty through improving customers' experience toward the brand and making consumers less attracted by competitors.