Brand experience as mediator between centrality of visual product aesthetics and loyalty

Author

Steven Cunha

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.

https://scholarworks.calstate.edu/concern/theses/pc289m27f

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