Effects of Brand Experience on Brand Loyalty of Korean Skincare Consumers

Maureen  V. Ilagan,

Effects of Brand Experience on Brand Loyalty of Korean Skincare Consumers

Discipline: Marketing

Abstract:

With the increasing number of players in the skincare market, brands must differentiate themselves beyond their products and services through brand experience to build the brand loyalty of their consumers. This study is contextualized in the skincare market, particularly the Korean skincare category, to understand the effects of brand experience on brand loyalty with customer satisfaction and brand trust acting as intervening variables. The respondents of the study were composed of males, females, and those who identify themselves as LGBTQ+, 15 to 64 years old, Korean skincare users, and current residents of Metro Manila Philippines. The main statistical methods used were descriptive statistics, Pearson’s correlation, Linear and Multiple Regression, and Path Analysis. Statistical results revealed that brand experience has a positive and significant effect, to not only on brand loyalty, but also to customer satisfaction and brand trust. In other words, as brand experience increases, so does brand loyalty, customer satisfaction, and brand trust. The study also revealed that customer satisfaction and brand trust act as positive intervening variables to the relationship of brand experience to brand loyalty. This means that having a higher customer satisfaction and brand trust will improve the relationship of brand experience to brand loyalty All in all and in terms of direct and indirect effects, brand experience still has the highest total effect on brand loyalty among the other variables in the study namely customer satisfaction and brand trust.

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