Satisfaction and Loyalty From Shopping Mall Experience and Brand Personality

Abstract

"Shopping mall brand experience” is the consumers’ response toward the marketing activities offered by a shopping complex and includes sensory, emotional, perceptional, and behavioral experiences. In this study, we examine the impact of mall brand experience and personality on mall satisfaction and loyalty as a key element of differentiation for the continued growth of the shopping complex. We find that the shopping mall experience impacts satisfaction and loyalty, as well as brand personality. Although the shopping mall personality influences satisfaction, it does not have a direct influence on loyalty. This study also shows that satisfaction affects loyalty as well.