Does brands experience matter for mobile communication devices - the roles of satisfaction and affective commitment

摘要

This paper contributes to the body of knowledge of brand experience marketing by integrating both satisfaction and affective commitment into one research model. It aims to explore and compare the effects of mobile communicationetworking product and service brand experience. A self-report survey was conducted to collect data. The results indicated that the relationship between brand experience and brand loyalty is fully mediated by satisfaction and affective commitment. Additionally, the effect of SMS apps (networking service) brand experience is stronger than that of smartphone (networking product) brand experience.