Brand Experience Clustering and Depiction of Brand Satisfaction, Brand Loyalty and Emotional Confidence

Rizvi, Wajid H; Memon, Salman; Dahri, Abdul Samad

Brand Experience Clustering and Depiction of Brand Satisfaction, Brand Loyalty and Emotional Confidence

Foundations of Management

Volume 12 (2020): Issue 1 (January 2020)

By:

Wajid H Rizvi, Salman Memon and Abdul Samad Dahri

Open Access

|Jul 2020

Figures & Tables

The Conceptual Framework (Source: Own research)

Structural Model 1 (Source: Own research)

Structural Model 2 (Source: Own research)

Path Estimates based on Model 1 (Straight Line) and Model 2 (Dotted Line) (Source: Own research)

BE Dimensions Clusters (Source: Own research)

EC, BS and BL within BE Clusters (Source: Own research)

Fit Indices based on Model 2 (Source: Own research)

χ²	df	χ²/df	AGFI	RMR	CFI	TLI	NFI	RMSEA
560.370	202	2.77	0.786	0.186	0.907	0.894	0.863	0.084

Elicited Clusters based on brand experience dimensions (Source: Own research)

	N	Sensory	Affective	Behavioural	Intellectual
1	70	10.58	9.47	9.51	10.84
2	97	8.57	6.65	5.98	7.19
3	26	11.76	7.57	5.00	13.46
4	47	11.36	10.40	11.12	7.87
Total	240	10.05	8.31	7.91	9.07

Demographic Profile (Source: Own research)

Age	Percent	Marital Status	Percent	Family Income (PKR)	Percent	Driving Toyota Experience	Percent
Under 16	2 (0.8)	Married	(156) 62.4	Under 25,000	18 (7.2)	0	16 (6.4)
17–25	66 (26.4)	Single	(94) 37.6	25,001 – 50,000	22 (8.8)	1 – 3	120 (48.0)
26–35	54 (21.6)			50,001 – 75,000	37 (14.8)	4 – 5	74 (29.6)
36–50	85 (34.0)			75,001 – 125,000	95 (38.0)	6 +	40 (16.0)
51–60	36 (14.4)			125,001 – 200,000	78 (31.2)
Over 60	7 (2.8)
Frequency	251

Hypothesis Testing Results based on Model 2 (Source: Own research)

R	Estimate	R²	S.E	ᵒt-value	ᵒᵒp-value
H1: Brand experience has a direct and a positive influence on emotional confidence
0.797	1.260	0.635	0.181	6.955	***
H2: Emotional confidence has a direct and positive influence on consumer brand satisfaction
0.647	0.439	0.418	0.047	9.340	***
H3: Emotional confidence has a direct and positive influence on consumer brand loyalty
0.496	0.412	0.246	0.070	5.857	***
H4: Consumer brand satisfaction as a direct and positive influence on consumer brand loyalty
0.258	0.315	0.066	0.098	3.216	0.001

Fit Indices based on Model 1 (Source: Own research)

χ²	df	χ²/df	AGFI	RMR	CFI	TLI	NFI	RMSEA
600.738	203	2.95	0.780	0.250	0.897	0.883	0.853	0.089

Hypothesis Testing Results based on Model 1 (Source: Own research)

R	Estimate	R²	S.E	ᵒt-value	ᵒᵒp-value
H1: Brand experience has a direct and a positive influence on emotional confidence
0.786	1.228	0.617	0.178	6.890	***
H2: Emotional confidence has a direct and positive influence on consumer brand satisfaction
0.689	0.465	0.474	0.047	9.947	***
H3: Consumer brand satisfaction as a direct and positive influence on consumer brand loyalty
0.630	0.783	0.396	0.103	7.572	***

Reliability, Mean, Std_ Deviation & Factor Extracted with PCA (Source: Own research)

Scale	Item	Mean	Std. Dev	Extraction
EMOTIONAL CONFIDENCE Cronbach Alpha = 0.945	BEC1: Strong positive feelings play an essential role while buying Toyota Car	5.15	1.593	0.815
	BEC2: My strong positive feelings towards Toyota car gives me certainty to buy it	5.28	1.497	0.838
	BEC3: My Strong positive feelings guide my purchase of Toyota car	5.20	1.402	0.817
	BEC4: I rely on my strong positive feelings while buying the Toyota car	5.19	1.459	0.808
	BEC5: When I have strong positive feelings about the Toyota then it is easier to decide	5.23	1.335	0.772
	BEC6: My overall strong positive feelings towards Toyota makes me certain to buy it	5.24	1.447	0.761
	BEC7: My strong positive feelings about Toyota increase the likelihood of buying it again in future	5.08	1.468	0.649
BRAND SATISFACTION Cronbach Alpha = 0.861	BPQ1: Toyota offers very good quality cars	5.45	1.192	0.712
	BPQ2: Toyota offers cars of consistent quality	5.25	1.246	0.706
	BPQ3: Toyota offers very reliable cars	5.30	1.264	0.739
	BPQ4: Toyota offers cars with excellent features	5.28	1.278	0.718
BRAND EXPERIENCE Cronbach Alpha = 0.707	BEX1: Sensory	5.07	1.339	0.717
	BEX2: Sensory	4.86	1.413	0.683
	BEX3: Behavioural	3.87	1.641	0.859
	BEX4: Behavioural	3.82	1.759	0.896
	BEX5: Intellectual	4.24	1.849	0.539
	BEX6: Intellectual	4.58	1.543	0.671
BRAND LOYALTY Cronbach Alpha = 0.883	BL1: In the future, I will be loyal to Toyota brand	4.84	1.399	0.713
	BL2: I will buy Toyota again	5.02	1.385	0.715
	BL3: Toyota will be my first choice in the future	4.74	1.523	0.782
	BL4: I will not buy other car brands	4.13	1.780	0.630
	BL5: I will recommend Toyota to others	4.89	1.387	0.651

CFA based Reliability & Validity (Source: Own research)

Variables	Factor Loading	t-value	R²	α (alpha)	CR	AVE
Emotional Confidence
BEC1	0.855	Fixedᵒ	0.731	0.920	0.944	0.875
BEC2	0.906	19.856	0.820
BEC3	0.898	19.536	0.806
BEC4	0.888	19.099	0.788
BEC5	0.827	16.788	0.684
BEC6	0.813	16.319	0.662
BEC7	0.718	13.400	0.515
Brand Satisfaction
BPQ1	0.772	Fixedᵒ	0.596	0.925	0.963	0.682
BPQ2	0.761	11.818	0.580
BPQ3	0.844	12.933	0.713
BPQ4	0.742	11.504	0.551
Brand Experience
BEX1	0.775	Fixedᵒ	0.600	0.882	0.815	0.572
BEX2	0.755	6.821	0.570
BEX3	0.985	4.999	0.970
BEX4	0.794	Fixedᵒ	0.631
BEX5	0.645	5.806	0.471
BEX6	0.964	Fixedᵒ	0.928
Brand Loyalty
BL1	0.805	10.754	0.649	0.838	0.802	0.851
BL2	0.837	11.072	0.701
BL3	0.873	11.395	0.763
BL4	0.652	Fixedᵒ	0.425
BL5	0.766	10.337	0.586

Confirmatory Factor Analysis (Source: Own research)

Fit Indices
	χ²	df	χ²/df	AGFI	RMR	CFI	TLI	NFI	RMSEA
Emotional Confidence	87.324	34	2.56	0.798	0.075	0.954	0.931	0.946	0.145
Brand Experience	16.034	06	2.67	0.925	0.080	0.981	0.952	0.970	0.082
Brand Satisfaction	2.568	02	1.28	0.975	0.020	0.999	0.996	0.994	0.034
Brand Loyalty	19.016	05	3.80	0.915	0.049	0.980	0.960	0.973	0.106

KMO and Bartlett's Test (Source: Own research)

Kaiser-Meyer-Olkin Measure of Sampling Adequacy		0.917
Bartlett's Test of Sphericity	Approx. Chi-Square	3959.761
	Df	231
	Sig.	0.000

DOI: https://doi.org/10.2478/fman-2020-0009 | Journal eISSN: 2300-5661 | Journal ISSN: 2080-7279

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Language: English

Page range: 111 - 124

Published on: Jul 24, 2020

Published by: Warsaw University of Technology

In partnership with: Paradigm Publishing Services

Publication frequency: 1 times per year

Keywords:

brand experience,

brand satisfaction,

brand loyalty and emotional confidence

Related subjects:

Computer sciences,

Business computing,

Business and economics,

Business management,

Management accounting, financial controlling, cost calculation, investment

© 2020 Wajid H Rizvi, Salman Memon, Abdul Samad Dahri, published by Warsaw University of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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Brand Experience Clustering and Depiction of Brand Satisfaction, Brand Loyalty and Emotional Confidence

Figures & Tables

Figure 1

Figure 2

Figure 3

Figure 4

Figure 5

Figure 6

Figure 7

Figure 8

Fit Indices based on Model 2 (Source: Own research)

Elicited Clusters based on brand experience dimensions (Source: Own research)

Demographic Profile (Source: Own research)

Hypothesis Testing Results based on Model 2 (Source: Own research)

Fit Indices based on Model 1 (Source: Own research)

Hypothesis Testing Results based on Model 1 (Source: Own research)

Reliability, Mean, Std_ Deviation & Factor Extracted with PCA (Source: Own research)

CFA based Reliability & Validity (Source: Own research)

Confirmatory Factor Analysis (Source: Own research)

KMO and Bartlett's Test (Source: Own research)

Paradigm

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