Brand experience as mediator between centrality of visual product aesthetics and loyalty
Graduation Date
2014
Document Type
Project
Program
Other
Program
Project (M.B.A.)--Humboldt State University, Business Administration, 2014
Committee Chair Name
David Sleeth-Keppler
Committee Chair Affiliation
HSU Faculty or Staff
Keywords
Individual difference variable, Brand experience, Brand loyalty, Humboldt State University -- Projects -- Business Administration, Visual product aesthetics, Brand satisfaction
Abstract
This paper explores the concept of brand experience as a mediator between the individual difference variable centrality of visual product aesthetics (CVPA) and brand loyalty. A survey is administered to the online customer population of a small aesthetic goods company to measure these constructs. The findings indicate that brand experience offers total mediation of the direct effect of CVPA on brand loyalty. Discussion focuses in the implication of these findings for understanding consumer loyalty through the management of brand experiences.
Recommended Citation
Cunha, Steven, "Brand experience as mediator between centrality of visual product aesthetics and loyalty" (2014). Cal Poly Humboldt theses and projects. 1971.
https://digitalcommons.humboldt.edu/etd/1971
https://scholarworks.calstate.edu/concern/theses/pc289m27f