The Influence of Brand Experience on Brand Loyalty through Perceived Quality and Brand Satisfaction as Mediating Variables (A Study on SOCO by Sociolla in Bandung): A Conceptual Paper

Nabilah Syaharani Dewasandra; Agus Maolana Hidayat; Arry Widodo; Nurafni Rubiyanti

doi:10.55927/eajmr.v4i5.189

Authors

Nabilah Syaharani Dewasandra Telkom University
Agus Maolana Hidayat Telkom University
Arry Widodo Telkom University
Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/eajmr.v4i5.189

Keywords:

Brand experience, Brand loyalty, Perceived quality, Brand satisfaction

Abstract

This conceptual paper explores how brand experience affects brand loyalty, with perceived quality and brand satisfaction as mediators. Brand experience, encompassing emotional, sensory, cognitive, and behavioral interactions, shapes consumer perceptions and fosters loyalty. Perceived quality reflects consumer evaluations of value, while brand satisfaction arises when expectations are met or exceeded. Through literature review, this study reveals that brand experience directly and indirectly impacts loyalty via the proposed mediators. The findings highlight the importance of delivering consistent and engaging brand interactions to strengthen loyalty, especially in highly competitive beauty e-commerce sectors. This study offers strategic insights for enhancing customer relationships.

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