HOW BRAND EXPERIENCE, SATISFACTION, TRUST, AND COMMITMENT AFFECT LOYALTY: A RE-EXAMINATION AND RECONCILIATION

Abstract

This investigation reveals that corporate experience, satisfaction, trust, and commitment are the core drivers of brand admiration. It is revealed that the analytics team analyzes the data per factor separately followed by behavioral and attitude and observes that among behavioral loyalty, experience and commitment factors have a greater impact as compared to attitudinal loyalty; trust and satisfaction have a greater impact on attitudinal loyalty. Whereas on the one hand these factors play their role in determining brand preference, this effect is moderated when they are observed jointly. Moreover, it is satisfaction which in most cases inspires customers’ loyalty and the encouragement of loyalty towards the brand if evaluated as a whole. Additionally, the study highlights how contextual influences, competitive dynamics, and individual consumer motivations further shape these relationships, offering deeper insights for practitioners and researchers seeking to strengthen long-term brand loyalty.