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THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST,

AND BRAND LOYALTY: AN EMPIRICAL STUDY

Article · September 2019

DOI: 10.24198/jbm.v20i2.241

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Jurnal Bisnis dan Manajemen, Volume 20, No. 2, September 2019, p. 91-107

THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST,

AND BRAND LOYALTY: AN EMPIRICAL STUDY

Sharon Madeline 1, Sabrina O. Sihombing 2

1,2
Universitas Pelita Harapan, Indonesia

ABSTRACT
Previous studies that studied brand relationships tended to ignore the relationship between brand experience and brand
loyalty and the role of brand love and brand trust. Therefore, the main objective of this study is to examine the effect
of brand experience on brand loyalty through brand love and brand trust. For this study, questionnaires were distributed
via personal and email, with 300 respondents aged between 18 and 50 using a purposive sampling method. Data were
analyzed using structural equation modeling. The results found that brand experience has positive brand love and trust,
brand love and brand trust have a positive effect on brand loyalty.

Keywords: brand experiences, brand love, brand loyalty, brand trust

DAMPAK PENGALAMAN MEREK PADA CINTA MEREK, KEPERCAYAAN

MEREK, DAN LOYALITAS MEREK: SEBUAH STUDI EMPIRIK

ABSTRAK
Studi sebelumnya yang mempelajari hubungan merek cenderung mengabaikan hubungan antara pengalaman merek
dan loyalitas merek dan peran cinta merek dan kepercayaan merek. Oleh karena itu, tujuan utama dari penelitian ini
adalah untuk menguji pengaruh pengalaman merek terhadap loyalitas merek melalui cinta merek dan kepercayaan
merek. Untuk tujuan penelitian ini, kuesioner didistribusikan melalui pribadi dan email, dengan 300 responden
berusia antara 18 dan 50 menggunakan metode purposive sampling. Data dianalisis menggunakan pemodelan
persamaan struktural. Hasil menemukan bahwa pengalaman merek memiliki cinta dan kepercayaan merek yang
positif, cinta merek dan kepercayaan merek memiliki efek positif terhadap loyalitas merek.

Kata-kata kunci: cinta merek, kepercayaan merek, loyalitas merek, pengalaman merek

Korespondensi: Dr. Sabrina O. Sihombing Universitas Pelita Harapan. UPH Tower Lippo Karawaci Tangerang
15811. Email: sabrina.sihombing@uph.edu.

Submitted: January 2019, Accepted: July 2019, Published: September 2019

ISSN: 1412 - 3681 (printed), ISSN: 2442 - 4617 (online), Website: http://journal.feb.unpad.ac.id/index.php/jbm
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INTRODUCTION Table 1. Factors Affecting Brand Loyalty

Today, many companies create their products and Previous Brand Brand Love Brand
services in order to deliver unforgettable Trust
Researchers Experience (Affective
experiences, especially when the importance of the Commitment)
customer experience increases, such as Samsung Sahin et al V
(Pine & Gilmore, 2011; Schmitt & Rogers, 2008). (2011)
Brakus et al V
Many companies are adopting one of the essential (2009)
marketing strategies, which is companies’ Iglesias et al V V
(2011)
customer acquisition. Companies that use this Riasma et al V V
(2018)
strategy focus on increasing consumers' brand Lee et al V
experience. Samsung is one of the brands that are (2009)
Sung & Kim V V
adapting the customer acquisition strategy. (2010)
Horppu et al V
Samsung’s goal is to familiarize people with their (2008)
brand. One of the examples of Samsung’s Ramaseshan V V
& Stein
strategies to do so is by opening Samsung 837 in (2014)
Singh et al V V
New York in 2016, which is a living lab and digital (2012)
playground where people can experience their Kim & Suh V
(2015)
technology, services, and culture (Samsung, 2016;
Source: Processed data (2018)
Greenwald, 2016). In addition, customer loyalty, as
Therefore, the goal of this research is to fill
one of the main goals of many companies, is one
the gap in the relationships between brand
source of the company's comparative advantage
experience and brand loyalty through brand love
(Kandampully et al, 2015).
and brand trust. This study is also presenting a
There are some marketing literature has
model developed by Huang (2017), showing how
examined the intermediate mechanisms between
far customers are developing their brand loyalty
the relationships of these two constructs. However,
based on their brand experience. In addition, prior
not many of them discussed that brand loyalty that
researches tend to disregard the complexities of
is affected by brand experience through brand love
brand experience and brand loyalty by treating
and brand trust. Table 1 shows some previous
them as a single construct (Brakus et al, 2009; Ding
researches that studied some constructs that affect
& Tseng, 2015; Olsen et al, 2013; Stokburger-
brand loyalty.
Sauer et al, 2012). This might rule out their distinct
but significant dimensions. This research is
replicating the previous work and tests their
specific dimensions, namely, brand experience that

THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST, AND BRAND LOYALTY: AN EMPIRICAL STUDY
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consists of sensory, intellectual, and behavioral consumers' memories and will then influence the
experience and brand loyalty that consists of consumer.
behavioral and attitudinal loyalty. Hence, this Experience occurs in many activities
research should offer a more detailed examination carried out by consumers, such as when consumers
of the dimensions of both brand experience and search for products, or when they shop, when they
brand loyalty than previous studies. Not only that, receive services, and when they consume them.
to address these critical research questions, this Specifically, the experience of consumption is the
research is using the same model that was proposed multidimensional construct, which includes
by Huang (2017) that is stimulated by brand hedonic dimensions. Examples of hedonic
experiences (sensory, intellectual, and behavioural dimensions are feeling, fantasy, pleasure, and
experience), through brand love and brand trust, others.
and ended with an outcome of brand loyalty Sensory experience is the sensation
(behavioural and attitudinal loyalty). responses of consumers that rose by brand-related
stimuli, which is an element of the design and brand
LITERATURE REVIEW identity, packaging, communication and the
Brand experience, as conceptualized by Brakus et environment (Brakus et al, 2009). Humans have
al. (2009), is concerned with subjective responses five senses that are used to experience a brand. The
to consumers internally. These behavioral most powerful sense is sight. It can find changes
responses are generated by brand-related stimuli and differences in the environment which can also
that are part of factors such as brand design and as the most common sense in understanding goods
identity, packaging, communication, and the or services. The second sense is the sense of sound
environment. Brand experience has strength and that is related to emotion and feelings when the
intensity. In other words, consumers will feel the consumers heard about the brand. The third sense
brand experience is stronger or stronger than other is sense of smell that is related to pleasure and well-
consumers. The experience of the brand is related being and is closely connected to emotions and
to the experience of products and services, where memories. The fourth sense is the sense of taste is
also the experience of the brand is different in the most distinct emotional sense and often
valence. Some are more positive than others, and interacts with other senses. In the final sense, the
some experiences maybe even harmful. sense of touch is the tactile one. It is related to
Furthermore, some brand experiences occur information and feelings about a product through
spontaneously and quickly, while others will physical and psychological interactions (Hultén,
experience intentionally and for longer. Over time, 2011).
this long-lasting brand experience that is stored in Intellectual experience is the response of
consumer cognition caused by brand-related

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stimuli. These stimuli relate to design, identity, celebrities in marketing campaigns can stimulate
packaging, communication, brand environment, the act experience. For example, in this research,
and other things (Brakus et al, 2009). Intellectual Samsung smartphone can help the users to work
experience is usually experienced by consumers out by using the Samsung Health application.
when they encounter a new type of product that Brand love is a passionate affection that
they have never seen or heard before. Since consumers have towards a brand. Brand love is an
companies keep inventing new products for the essential element in consumer-brand relationships
market, consumers are also using their cognition to (Bagozzi et al, 2017; Hegner et al, 2017; Langner
learn about the new product. For example, in this et al, 2016; Sarkar, 2014). Furthermore, brand love
research, the Samsung smartphone keeps inventing is also known as a sharp construct (Barker et al,
new versions every year with new features that are 2015). In other words, consumers are able to form
new for the users. When the users buy the new “love” relationships with brands in different
smartphone they must learn about the new feature categories of products (Fetscherin et al, 2014).
and thus gain knowledge about the new technology Brand love can grow, which is based on
that Samsung offers. experience with brands. Another way is through
Intellectual experiences also engage controlled (company-sponsored) or uncontrolled
consumers intellectually by appealing them in a (word of mouth) communication about a brand. For
cognitive and creative way. Intellectual campaigns instance, a consumer can feel like or yearn for a
are engaging as they often have collaborative brand without having an opportunity to experience
elements like co-creating products or ideas together it at all. Furthermore, individual personality
with the brand (Mohd-Ramly & Omar, 2017). influences the development of brand love. For
Intellectual experience is usually found in example, consumers who view a brand in
technological products, but they can be accordance with the consumer's self-concept, they
experienced in fashion and retail as well. are easier to develop brand love for the brand.
Behavioral experience is behavioral In Delgado (2011), brand trust is defined as
responses of consumers rose by brand-related the feeling of security that consumers have in their
stimuli that are part of a brand’s design and identity, interactions with brands. Furthermore, trust is
packaging, communications, and environment based on consumers' perception that a brand is not
(Brakus et al., 2009). Behavioral experiences only reliable but also responsible for the interests
appeal to customers by targeting their physical and welfare of consumers. This definition explains
experiences and showing them alternative ways of that brand love involves a desire to put oneself at
doing things by appealing to their lifestyles and risk, both by relying on the promise of value
interactions. Behavioral and lifestyle changes are represented by the brand. Not only that, brand trust
motivated by emotions and inspiration. Using is defined by feelings of confidence and security.

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Then, brand trust involves general expectations be responsible and concerned regardless of
because trust cannot exist without the possibility of changing situations and future problems with
error. Also, brand trust is related to positive or non- product consumption. Confidence in these qualities
negative outcomes. Finally, brand trust is closely is held and followed by the hopeful belief that
related to the attribution of disposition to the brand future events will prove that they are true.
in such a way. Thus, the brand is considered Therefore, intentionality dimension is focused on
reliable, reliable, and others. the belief that the brand is not going to take
In correspondence with the literature advantage of the consumers’ vulnerability.
review of Delgado’s research, the definition of Summarily, both dimensions of brand trust
brand trust also incorporates all essential facets of show different perspectives from which making
trust that researchers include in their subjective probability judgments for a brand to be
operationalization, such as beliefs about reliability considered trustworthy. The dimensions arise out
and intentionality. The reliability dimension of of different levels of cognitive and emotional
brand trust has a technical nature because it abstraction and allow consumers to know what
involves the perception that the brand can fulfill or precisely a trustworthy brand is.
satisfy consumers’ needs. This is related to the Brand loyalty is defined as a commitment
individual's belief that the brand fulfills its promise to buy back the preferred product. Commitment is
of value. Delgado believes that this dimension is carried out consistently and also has an impact on
necessary for putting trust in a brand because if repeat purchases of the same brand. This
consumers consider brand as the promise of future commitment does not depend on the influence of
performances, its reliability for the the situation on consumers and ways of marketing
accomplishment of that promise guides the that will influence to cause switching behavior
consumer to trust in the occurrence of future (Oliver 1999 in Kabiraj & Shanmugan, 2010). This
satisfaction. Underlying this dimension is there is a definition promotes the two different aspects of
sense of predictability that the brand satisfies the brand loyalty. Those two aspects are behavioral
individual’s needs in consistently positive ways. loyalty and attitudinal loyalty.
Therefore, reliability is acknowledged as a starting According to Limpasirisuwan and Donkwa
point to be able to describe the brand's trust in all (2017), brand loyalty is a crucial and salient factor
its values in conducting daily exchanges. that indicates a company’s performance. Brand
The second dimension, intentionality, loyalty can become a competitive advantage for a
portrays emotional security on the part of company in the market since it can be assessed in
individuals. This dimension illustrates aspects of terms of both behavior and attitude. The concept of
belief that go beyond the available evidence to brand loyalty is increasingly adopting an
make individuals feel confident that the brand will

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integrative approach to model the antecedents to the hierarchy of the effects, cognition-affection-
brand loyalty. behavior model, consumers’ cognitive responses
Behavioural loyalty is repeated purchase of (sensory experience and intellectual experience),
a particular product or service, evaluated either by and their behavioral responses (behavior
the sequence in which it is purchased, by the experience) might raise their emotions (e.g. brand
proportion of purchases, by the act of love) (Solomon, 2015). There are also related
recommendation, by the scale of the relationship, studies that demonstrate the significant effect of
by its scope, or both, or by several of these criteria brand experience on brand love (Ferreira et al,
combined (Bodet, 2008). Behavioral loyalty has 2017; Huang, 2017; Sarkar, 2011; Bıçakcıoğlu &
been a popular topic in both business and consumer Bayraktaroğlu, 2018; Yang et al, 2018; Ding &
marketing. The concept of behavioral loyalty lies in Tseng, 2015; Iglesias et al, 2011; Ramaseshan &
the fact that consumers are repurchasing the same Stein, 2014; Francisco-Maffezzolli et al, 2014;
brand out of habit or convenience without thinking Yoon & Youn, 2016).
much about it, no matter whether they like it or not Sensory and intellectual experiences are
(Kang, 2015). described as consumers’ cognitive responses, such
Attitude loyalty is defined as the as touching, seeing, and knowing; these two
psychological commitment of consumers to a experiences thus have cognitive elements. There
brand and their belief that the brand is different are some works of literature that are related to this
from others (Chaudhuri & Holbrook, 2001 in research that has demonstrated the significant
Huang, 2017). Attitudinal loyalty is considered to antecedents of brand trust, such as functional
be a key component in understanding a large benefit, actual uses, and satisfaction (Laroche et al.,
loyalty structure by incorporating psychosocial 2012). Because these antecedents have cognitive
attachment as a distinguishing factor of loyalty elements, sensory experience, and intellectual
concept. The attitude dimension is vital in defining experience, sharing similar elements, might have
loyalty. Specifically, this dimension states that to their effect on brand trust. Behavioral experience,
show brand loyalty implies repeated purchases conceptualized as the behavioral interactions and
based on cognitive, affective, evaluative, and participations with the brands, following the
conative factors. These three components are the hierarchy effects, behavioural-cognition-affection
main dimensions of attitude (Kang, 2015). sequence, might have its effect on cognitive
Brand experience in this research consists responses, such as brand trust (Solomon, 2015).
of three elements, sensory, intellect, and behavior. There are also related studies that demonstrate the
Sensory experience and intellect experience are significant effect of brand experience on brand trust
cognitive responses while behavior experience is a (Sahin et al, 2011; Chinomona, 2013; Huang 2017;
behavioral response. Following the fundamental of Başer et al, 2015; Ong & Zien, 2015; Riasma et al,

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2018; Kang, et al 2017; Ong & Zien, 2015; Chinomona & Dubihlela, 2014; Vazifehdoost et al,
Hariyanto, 2018; Wardani & Gustia, 2017). 2014; Huang, 2017; Choi & La, 2013; Lee et al,
Emotions shape brand love. Specifically, 2015; Gecti & Zengin, 2013; Hanzaee &
emotions such as passion, positive attitude and Andervazh, 2012).
evaluation, liking, attachment, commitment, and
others form brand love (Albert et al., 2008; Batra et
al., 2012). Thus, it can be said that brand love has
an emotional component. In other words, if
consumers like a brand, then they might have
greater brand loyalty. Not only that, they have the
desire to use, and also the willingness to invest
more resources in buying the brand. This is called
faithful behavior to be more involved, and to spread
positive word of mouth (WOM), and have a Figure 1. Conceptual Framework
positive attitude (Batra et al., 2012). There are also Source: Huang (2017)
related studies that show the significant effects of Figure 1 shows the research model and
this emotional component, for example, attachment hypothesis in this study can be stated as follows:
on brand loyalty (Konadu, 2018; Bozbay et al , H1a: Sensory experience has a positive effect on
2018; Bairrada et al, 2018; Huang 2017; Ferreira et brand love.
al, 2017; Drennan et al, 2015; Fuchs et al., 2015; H1b: Intellectual experience has a positive effect
Bergkvist & Bech-Larsen, 2010). on brand love.
Brand trust is related to consumers' H1c: Behavioural experience has a positive effect
perceptions of a brand where the brand is reliable on brand love.
and also has an impact on their lives. This is said to H2a: Sensory experience has a positive effect on
be a cognitive element of trust (Delgado-Ballester, brand trust.
2011). From a conceptual point of view, if H2b: Intellectual experience has a positive effect
consumers feel a sense of security, that is, believe on brand trust.
in a brand, they might buy it in the near future or H2c: Behavioural experience has a positive effect
they have purchase intentions and also behavioral on brand trust.
loyalty. Not only behavioral loyalty, customer H3a: Brand love has a positive effect on behavioral
attitude loyalty must also develop over time, when loyalty.
their trust in a brand builds up. Related studies also H3b: Brand love has a positive effect on attitudinal
show the effect of brand trust on brand loyalty (Hur loyalty.
et al., 2014; La and Choi, 2012; Sahin et al, 2011;

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H4a: Brand trust has a positive effect on responses in a short time. Online questionnaires
behavioural loyalty. can be distributed for respondents that are not in the
H4b: Brand trust has a positive effect on attitudinal same area as the researcher easily and quickly. The
loyalty. researcher only needs to share the questionnaire
link to the respondents. Moreover, most online
METHODS questionnaires store answers from the respondents
The type of this study is a descriptive study. in the form of tables and graphs make analyzing
Descriptive study is describing the characteristics data easier for the researcher (Sekaran & Bougie
of objects, people, groups, organizations, or 2016, p.143).
environment. Descriptive research tries to “paint a The measurement scale that is used for this
picture” of a given situation (Zikmund & Babin study is the interval scale. The type of this scale is
2010, p.45). Descriptive studies are invariably five-point Likert Scale. The statistical test for this
conducted in non-contrived settings or usually study is using Structural Equation Modelling
called field studies (Sekaran & Bougie 2016, (SEM). However, before proceeding with SEM, a
p.100). The survey method was applied to collect pre-test was conducted, and the data were tested its
relevant data for this study. reliability and validity to ensure that the variables
The population of this study was Samsung and indicators used in this research are reliable and
Smartphone users in Indonesia. The sample size valid. The researcher was using PLS-SEM to
was determined by using a sample size similar to analyze the data (Hair et al, 2011) and used
previous studies that specify the right variables SmartPLS 3.0 as the data analysis software
(Zikmund & Babin 2010:346). Based on the package. Furthermore, the researcher is using t-test
previous similar researches (e.g., Forsido, 2012; and p-value for hypothesis testing.
Dagger & David, 2012; Ghafoor et al., 2012;
Ahmed & Moosavi, 2013; Barnes et al., 2014; Ding RESULTS AND DISCUSSION
& Tseng, 2015; Alhaddad, A. (2015); Huang, 2017; From 330 questionnaires that were returned by the
El Naggar & Bendary, 2017; Sheeraz et al., 2018), respondents, 300 of them can be used for data
the researcher planned for 330 samples size applied analysis. From 300 questionnaires, there are some
in this research. Specifically, design sampling for categories that are used in this research to classify
this research is using judgemental sampling. Data the respondents. Those categories are based on
was collected through personally administered gender, age, frequency of buying Samsung
questionnaires and online questionnaires. With smartphones, the length of time of Samsung
personally administered questionnaires, smartphone usage, and the amount of money that
respondents can ask any questions that can be was spent on buying a Samsung smartphone. Table
clarified on the spot and the researcher can collect

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2 is showing the profile of the respondents for this that Fornell-Lacker criterion. Table 3 shows the
research. Cronbach’s Alpha value of each variable. The
Table 2. Respondent Profile requirement value of Cronbach’s Alpha is ≥0.700.
Based on the table, all the variables have met the
Demographic
Variables
Categories Total Percentage (%)
requirement value.
Gender Male 133 44.3 Table 3. Reliability Test
Female 167 55.7
Cronbach's
Age 18-21 years old 1125 41.7
Variables alpha AVE CR
22-30 years old 92 30.7
Coefficient
31-40 years old 38 12.7
Sensory
41-50 years old 45 15.0 0.741 0.793 0.885
Experience
Samsung Once a year 25 8.3
Intellectual
smartphones 0.840 0.758 0.904
purchase Experience
frequency
Behavioral
Once per 2 years 70 23.3 0.753 0.800 0.889
Experience
Once per 3 years 53 17.7
Brand Love 0.948 0.798 0.960
More than once 152 50.7
per three years Brand Trust 0.865 0.713 0.908
The length of time A year 48 16.0 Behavioral
0.833 0.674 0.891
of Samsung Loyalty
smartphone usage
Attitudinal
2 years 73 24.3 0.804 0.635 0.874
Loyalty
3 years 64 21.3
Source: Processed data (2018)
More than three 115 38.3 Table 4 shows that the value of outer
years
The amount of Rp 1,000,001 - 86 28.7 loadings of all valid indicators. The requirement
money that were Rp 3,000,000
spent to buy a value of outer loading so the indicator can be called
Samsung
smartphone
valid is above 0.700. Furthermore, Table 5 shows
Rp 3,000,001 - 86 28.7
Rp 5,000,000 the result of the correlation test of each variable.
The value of each variable with its construct must
Source: Processed data (2018)
be higher than other constructs.
The following shows the results of the PLS
Measurement Outer Model for the variables Brand
Experience (Sensory Experience, Intellectual
Experience, and Behavioral Experience), Brand
Love, Brand Trust, and Brand Loyalty (Behavioral
Loyalty and Attitudinal Loyalty). The model
consists of the reliability test, which is seen from
the Cronbach Alpha value, validity test, which is
testing the outer loading value, and correlation test

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Table 4. Validity Test Table 5. Correlation Test

Source: Processed data (2018)

From the series of outer model tests, all
criteria of the outer model have been met according
to the tables. After the outer model test, the next
step is to do inner model analysis or hypothesis
testing (Table 6).

Table 6. Hypothesis Testing

Source: Processed data (2018) T P
Conclusion
Discriminant validity testing can be done Statistics Values
Sensory
by a correlation test. Table 5 shows the result of H1a
Experience
5.431 0.000 Supported
-> Brand
correlation testing by applying the Fornell-Lacker Love
criterion. This method compares the square root of Intellectual
Experience
H1b 8.662 0.000 Supported
the average variance extracted (AVE) with the -> Brand
Love
correlation of latent constructs. A latent construct Behavioral
should explain better the variance of its indicator Experience
H1c 4.696 0.000 Supported
-> Brand
rather than the variance of other latent constructs. Love
Sensory
Therefore, the square root of each construct’s AVE
Experience
H2a 4.624 0.000 Supported
should have a higher value than the correlations -> Brand
Trust
with other latent constructs. Intellectual
Experience
H2b 1.624 0.105 Unsupported
-> Brand
Trust
Behavioral
Experience
H2c 4.972 0.000 Supported
-> Brand
Trust
Brand Love
H3a 10.644 0.000 Supported
->

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Behavioral no relation between intellectual experience and

Loyalty
Brand Love brand trust. These findings indicate that sensory
-> experience and behavior are two important things
H3b 3.867 0.000 Supported
Attitudinal
Loyalty as a foundation for brand trust. Brand trust is
Brand Trust
-> important in shaping customer loyalty to the brand.
H4a 3.413 0.001 Supported
Behavioral The result from this research shows that there
Loyalty
Brand Trust is one unsupported hypothesis out of twelve.
->
H4b 5.846 0.000 Supported Related to this research, there are some suggestions
Attitudinal
Loyalty that can be applied to Samsung in Indonesia.
Source: Processed data (2018)
Consumers who have positive brand experience
will come to love Samsung smartphone. Samsung
Based on table 6, it is shown that there are nine
needs to increase consumers’ interactions with the
supported hypotheses and one unsupported
brand through sensory experience (e.g. seeing,
hypothesis. The indication of whether the thesis is
hearing, and feeling), intellectual experience, and
supported or not can be seen from the t statics and
behavioral experience. To increase consumers’
p-value. A hypothesis can be called supported if the
love for the products, Samsung needs to keep track
t statistic value is ±1.96, and the p-value is ≤ 0.05.
on consumers’ responds toward the brand.
From the result, it can be seen that the unsupported
Samsung also needs to maintain the trust that the
hypothesis is H2b.
consumers’ have towards the brand. Samsung can
Hypothesis 2b showed that there is no positive
protect trust by giving positive brand experiences.
effect between intellectual experience and brand
To do so, Samsung can improve technology to give
trust. There are three reasons why this hypothesis
the consumers’ better experience with the products.
is unsupported. The first reason is that hypothesis
After developing a loving relationship and
2b has t statistic value of 1.624 and p-value of
trusting relationships with the consumers, Samsung
0.105. Because the t statistic value is below ±1.96
can gain loyalty from the consumers. In order to do
and the p value is above ≤0.05 it is concluded that
so, Samsung needs to increase the product quality
this hypothesis is unsupported. The second reason
and service quality according to consumers’ needs.
is, according to Carl and Billari (2014), intelligence
If Samsung managed to improve its smartphone
and trust are supposed to be highly correlated.
technology that increases the product’s usability,
Seeing that the hypothesis in this study is
consumers who already love the products will
unsupported, it can be concluded that intellectual
become loyal to the brand. Improving the security
experience and brand trust in this study is not
function and consumer service will improve
highly correlated. The third reason is the previous
consumers’ trust, and as time passed they will be
research by Huang (2017) also found that there is
loyal because they believe that Samsung is a safe

THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST, AND BRAND LOYALTY: AN EMPIRICAL STUDY
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brand to use. To be detailed, managerial

implications per variable are shown below (Table
7).
Table 7. Managerial Implications

Variable Prioritized Consumers’ Needs Actions that can be done by Samsung

Indicator
Sensory Comfortableness Consumers are Design smartphones that can be grasped
Experience comfortable when they comfortably.
hold the smart-phones for
a long time. Use materials that are heat resistant and
can cool down the smart-phone.
Intellectual Increasing users’ Consumers can gain Create applications that can help
Experience knowledge knowledge through students to access literature that are
smart-phone interact- used in their study.
ions.
Create applications that enable
consumers, in general, to access usable
information regarding science and
health from credible experts, not only
about news, finance, and politics.
Behavioral Communication Consumers can easily Improve the software, so there are no
Experience with other users communicate with other lags when consumers are receiving calls
users with Samsung or calling others.
smart-phone.
Improve the sound and camera so
consumers can do video calls more
clearly.
Brand Attachment to Consumers fell in love Improve the products to be more usable
Love Samsung brand with Samsung and feel for consumers’ daily activities and
attached to the brand. entertainment.

Improve service quality that makes

consumers feel like they are being
listened to and being helped with their
problems.
Brand Meeting Consumers feel safe with Create a survey on consumers’ needs in
Trust consumers’ the brand because the order to develop products that are more
expectations products are suitable for suitable for consumers.
their expectations.
Improve smartphone security so users
can safely store their personal data.

Create an anti-theft system.

Behavioral Word of Mouth Consumers talk about Enable loyal consumers to endorse the
Loyalty Samsung to their product through social media.
colleagues and friends

THE IMPACTS OF BRAND EXPERIENCES ON BRAND LOVE, BRAND TRUST, AND BRAND LOYALTY: AN EMPIRICAL STUDY
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Variable Prioritized Consumers’ Needs Actions that can be done by Samsung

Indicator
and recommend Create giveaway events on social
Samsung brand to them. media.

Hold contests about Samsung.

Attitudinal Willingness to Consumers are paying a Improve product quality.

Loyalty Pay Premium premium for the product.
Maintain the uniqueness of the product.
- Improve technology.

Source: Processed data (2018)

CONCLUSION To handle the limitations, we suggest that

In conclusion, this research has found that there is future researchers need to do the following. Further
no positive effect of sensory experience on brand researchers may choose different samples than the
trust while there are positive effects of brand one that is in this research. The samples can be
experience (sensory experience, intellectual taken from other demographics or areas so it can
experience, and behavioral experience) on brand represent the population more. Other research
love, sensory experience and behavioral experience objects other than Samsung smartphones and cases
on brand trust, brand love on brand loyalty in other countries can be chosen. Since Indonesia
(behavioral loyalty and attitudinal loyalty), and has its own cultures and laws, future researches are
brand trust on brand loyalty (behavioral loyalty and hoped to be applicable in different situations and
attitudinal loyalty). conditions. For example, the research can be
This study also has some limitations, such conducted in western countries that have different
as; (1) The sample might be very weak because the laws and cultures from Indonesia.
samples that were taken might not represent all the
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