Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust

Purpose The aim of this study is to examine how brand trust moderates the effect of brand experience on brand loyalty mediated by brand love in the context of Korean smartphone users. The authors examine the relationships focused on Apple iPhone and Samsung Galaxy phone. Design/methodology/approach The authors designed the conceptual model based on theoretical and empirical background. The authors collected data using a self-administered structured questionnaire through an online research company. The authors tested the hypotheses using a structural equation modeling in AMOS and PROCESS macro model number 8 based on 598 Korean smartphone users. Findings The authors found that brand experiences affect brand love, and brand love affects brand loyalty. The authors found that brand experiences affect brand loyalty directly, and brand love mediated the relationship between brand experiences and brand loyalty. The authors found that brand trust had a moderating effect between brand experiences and brand love but had no moderating effect between brand experiences and brand loyalty. Finally, the authors found that brand trust has a moderated mediation role between brand experiences, brand love and brand loyalty. Originality/value This is the first study to examine the moderated mediation role of brand trust in the relationship between brand experiences, brand love and brand loyalty focused on Apple iPhone and Samsung Galaxy phone users in the Korean context.