Analyzing the relationships between Brand Experience and Loyalty Case of Luxurious Smart Phones in Vietnam

Abstract

Brand experience is very important in modern marketing. However, the concept of experience is still ambiguous without official study in Vietnam market. Besides that, experiential marketing is applied internationally in many brands, including Apple, Samsung, Nike and the other brands in many fields. Those brands show that, the experience is related to the loyalty of customers. So that, the main purpose this study is exploring the literature and theories that relate to the experience and loyalty of customers; the influence of brand experience to loyalty is also clarified. This study aims to analyze, estimate the affection of brand experience to customer loyalty and converse in the case of luxury smart-phone in Vietnam market. The research applies mixed method research techniques. The quantitative method was used for collecting data and estimating the accuracy of the theory. The questionnaire was built to do a survey of smart-phone customers in Vietnam market. The data was analyzed by descriptive statistics, explore loading factor analysis and multiple regression analysis for hypothesis testing. Before the survey and data analysis, the theories were found out by qualitative method, the past theories, past related researches and interviews the experts in the smart-phone market. After analyzing the process of this study, the factors of how sense, think, relate, act and feel experience form the dimensions of brand experience affects loyalty will be demonstrated.