Affective Experience and Brand Loyalty

Affective experience had a less influence as compare to sensory experience , it still showed a significant
positive impact on brand loyalty (Pina & Dias, 2021). Furthermore affective experience have positive
influence not only brand loyalty but also brand equity and brand awareness (Beig & Nika, 2022) has also
affirmed the same inevitable sentence on affective experience regarding brand loyalty . This will create a
strong bond between consumer and brand which in result bring brand loyalty. Affective experience play
a vital role in generating brand loyalty as they have a strong impact in customers perception of brands .
Affective experience mention to consumers experience as produce positive feelings regarding brands
(Ong et al., 2018) . However , those studies do not clearly highlight the manner in which that influence
take place . Some work in this aspect has done by (Pina & Dias, 2021) who used affective experience
concept regarding brand loyalty but still some gaps are there to fulfill by future researchers .

H : Affective experience positively influence the brand loyalty .

Beig, F. A., & Nika, F. A. (2022). Impact of brand experience on brand equity of online shopping portals:
A study of select e-commerce sites in the state of Jammu and Kashmir. Global business review,
23(1), 156-175.
Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of
Hospitality Marketing & Management, 27(7), 755-774.
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal
of brand Management, 28(2), 99-115.