The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction  

DOI

10.2991/piceeba-18.2018.43How to use a DOI?

Keywords

brand experience, brand trust, brand engagement, brand satisfaction, structural equation modeling (SEM).

Abstract

This study examines the influence of brand experience and brand trust on brand engagement through brand satisfaction as a moderating variable. The samples of this study are 200 customers of Dunlop tyre. This study employed Structural Equation Model (SEM) by using AMOS version 24 as the data analysis. The results show that brand experience positively affects the brand trust. Brand experience positively influences the brand satisfaction. Furthermore, brand trust also has a positive effect on consumer satisfaction. Brand experience positively influences the brand engagement. Brand trust positively affects the brand engagement. However, brand satisfaction does not directly affect the brand engagement. Surprisingly, we also found that the brand satisfaction is not a mediating variable on the link by brand experience and brand engagement. Some limitations and future research are discussed.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Ikhsan Fikri
AU  - Yasri Yasri
AU  - Abror Abror
PY  - 2018/07
DA  - 2018/07
TI  - The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction  
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 319
EP  - 327
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.43
DO  - 10.2991/piceeba-18.2018.43
ID  - Fikri2018/07
ER  -