Effects of Brand Experience and product Involvement Level on Brand Loyalty for Vietnamese Consumers

Abstract

Contemporary consumers are increasingly looking at a product as an experience rather a material object. Consequently, an experiential approach in marketing is drawing attentions recently in generating consumer-based brand equity, as it emphasizes the importance of emotions in addition to rationality in consumer’s consumption behavior. The purpose of this paper is to examine whether five different Brand Experience Scale have differentiated impact on consumers’ brand satisfaction and brand loyalty in Vietnamese market. In particular, three different product category types, which have different levels of product involvement, are assessed in order to determine whether consumers make differentiated response to brand experience for products with different involvement levels. I find that Vietnamese consumers have differentiated brand experience in developing their brand loyalty for three different types of products which have different product involvement levels.