The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality | Zendy

Azize Şahin | Zendy; Cemal Zehir | Zendy; Kitapccedil ı Hakan | Zendy

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The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality

Author(s) -

Azize Şahin,

Cemal Zehir,

Kitapccedil ı Hakan

Publication year - 2012

Publication title -

african journal of business management

Language(s) - English

Resource type - Journals

ISSN - 1993-8233

DOI - 10.5897/ajbm11.2164

Subject(s) - business , quality (philosophy) , service quality , advertising , brand management , brand experience , salient , marketing , structural equation modeling , brand awareness , service (business) , brand equity , psychology , mathematics , computer science , new product development , product management , philosophy , statistics , epistemology , artificial intelligence

The objective of this paper is to investigate the effects of brand experience and service quality on repurchase intention with the role of brand relationship quality. The study was conducted on 258 respondents and research results are analyzed by using structural equation modeling. As a result of this study, brand experiences, satisfaction, and trust have positively effects on repurchase intention for a brand. The research findings indicate that brand experience appears to be far more salient than brand constructs in shaping and building meaningful and long-lasting relationship with consumers.

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