Brand Name Loyalty: Discovering Brand Experience & Self-Brand Connections: A Case Study On Cell Phone Brands In The Sukkur Region

Abdul Basit Solangi1

Ph.D. Scholar, Institute of Commerce and Management, Shah Abdul Latif University Khairpur, Sindh, Pakistan

Abstract

The paper determines to measure and examine Brand name loyalty: Discovering self-brand connection and brand experience among all four branding dimensions (i.e., Sensory brand Experience, Affective brand Experience, Behavioral brand Experiencer, Intellectual Brand Experience). The structured questionnaire was designed to collect the primary data, based on a convenience sample of 150 smartphone customers, and the old and latest kinds of literature were used for collecting the secondary data. The research defined that the different customers have different thoughts and feelings about the impact of branding dimensions on product brand evaluation because the result is showing the positive & negative impact on independent variables on the dependent variable.

This research suggests that companies should consider the “behavioral brand Experience and intellectual brand Experience” when thinking of their branding strategies, and the corporate branding approaches should be adopted by marketers to fit the different market environments and enhance the visibility of the brand to improve customer product brand evaluation. This research defines the interrelationship among all four corporate branding dimensions and defines that different customer perceive differently the “Brand loyalty self-brand connection and brand experience.”

Introduction

In the 21st century is a matter of utmost importance to keep customers because there is instance competition in almost every industry. How are buyers experiencing Brands? How is a brand involvement dignified? How does brand experience influence customer behavior? Several valuable concepts and dimensions have been invented recently within the branding kinds of literature. Counting branding identity, branding communities, branding believes, branding connection, and branding love (Aaker 1991). However, ideas and scale are important for evaluating Brand-Experience has never however created. Brand experience has pulled in a part of the consideration in promoting Activities. Marketing Experts have come to analyze the knowledge about buyer’s involvement brands are the basis for creating promoting activities for products and the service. Many professional compositions have been performed to show out the valuable concepts as well as a few advertisement involvement estimations.

The self-verification theory proposes that people want others to see them as they see themselves. Buyers are intrinsic to search & express themselves through purchase. Self-brand relation is explained as the amount in which customers integrate the brand into self-ideas.(Abou-Shouk and Soliman 2021) a good example, a buyer having a solid self-brand association with iPhone (Apple) may see himself as considering inversely, connecting his actions and self-concept to Apple products and its slogans, & can realize like a trendsetter. He, therefore, embraces Apple to make, represent & communicate these characteristics of the self-belief towards the utilization of the brand name. So, buyers might portray the brand experience associated with brands through connections.

For a long period, the Marketer is involved by the ideas of brand dependability since the brand loyalty status of the connection with a customer should be as a brand (Aaker, 1991). A loyalty of brand is the firm’s profits, counting rehash buying the brand to companions and relatives. Brand administration Professionals explain the importance of loyalty of a brand, but despite research history conducted, the concepts are not clearly explained. Early inquire about on loyalty of a brand centered on performance. The loyalty of a brand understood the subcategory of rehash buy situation (“Brown, 1952; Cunningham, 1956a”) and make keep. Afterward, analysts like Visitor (1955) and Jacoby (1971) contended that loyalty of a brand has two kinds of brand faithful behavior and the brand faithful states of mind.

(Schmitt et al., 2015“

Self-brand connections are centralized of the self-congruity diagram of the customer’s personality and the brand’s identity to the firm Customer self-brand connection is the extent to which individuals have incorporated brands into their self-concept”. The self-verification theory proposes that people want others to see them as they see themselves buyers are intrinsic to search and express themselves through purchase with Self- brand relation explained as the amount which customer integrates the brand into self-ideas. For instance, a buyer with a solid Apple-based self-branding may consider them differently. His behavior and self-conception with the motto of Apple phone and maybe like a trendsetter that connects his status with Apple phone, therefore, embrace Apple as a means of making, being, and expressing these features of the self-concept using the brand. Buyers can thus display the brand experience linked to brands from the long-term period. The brand dependability ideas involve the marketer since the brand loyalty status of the connection with customers should be as a brand (Chen et al. 2014). A brand’s loyalty is the firm’s profits counting rehash buying the brand to companions and relatives. Brand administration professionals explain the importance of loyalty to a brand but despite the research history conducted. The concepts are not clearly defined early inquire about on loyalty of a brand centered on performance. A brand’s loyalty understood the subcategory of the rehash buy situation and made kept. Afterward, analysts like a visitor contended that loyalty of a brand has two kinds of the brand faithful behavior and the faithful brand states of mind. The research starts by explaining the consumer-brand connections in terms of SBC, arguing for its association with brand experiences & brand loyalty. The chosen technique examining this connection is explained and findings are talked almost. After discussions, proposals for brand executives are proposed and the paper concludes with the restrictions of the consider Nowadays, “the markets are getting increasingly crowded with companies competing with similar items and administrations Within the highly competitive environment, organizations must ensure the long-term relations with the clients so that these durable connections would improve their benefit as more researchers contend that long-lasting customer relationship is useful for a company in expanded deals and nonstop profits, lower costs and other unmistakable benefits This supports the calls for firms to consider this client dependability as a source of competitive advantage Service companies are continually trying to find ways to extend client loyalty. The health club and wellness industry may be a developing benefit industry that depends on the continuing connections of its clients for went-ahead victory. It is additionally a long-term repeat buy trade, the high degree of inclusion from the clients is necessary. (Hurley, 2004). Another interesting concept that is new to inquire about is service concept brands, such as Les Plants gather wellness classes. They provide irrelevant administrations planned and characterized at one area and at that point repeated in other markets by authorized benefit suppliers.” This thinks about expanding past loyalty research by looking at brand dependability and inclusion components in benefit concepts with multiple client levels.”

Problem Statement

Current economic and market situations sharpen advertise rivalry customer are switching from one brand to another that why the market condition and competitors are searching for new ways to capture and make customer loyal. The earlier research was conducted on the textile industry and the targeted companies were (Nike, Addidas, Jugar) now current research on mobile companies of Pakistan and top smartphones brands of Pakistan the research examines that why people of Pakistan buy the smartphone and how loyalty occurs. “The quantity of competitors is rising day by day, at the same time, there is little core difference between the services and products that are offered by different competitors in the market. (Apple, Oppo, Huawei, Samsung) This phenomenon has resulted in a reduction in customer loyalty and reses the cost to do business. It has also been proven by many studies that customer retention can be a cause and lead to various benefits for the Mobile industry, higher profitability, including higher sales, word-of-mouth recommendations, and lower costs of acquiring new clients. These all benefits can contribute to the survival of companies and guarantee greater Smartphone success. “It is therefore important to identify whether brand connection & self-brand Experiences can improve their customer loyalty.” Therefore, the study has focused on identifying the Actions of the Self-brand connection through brand experience really like increase the loyalty.”

Objective of Study

To find new tracks to make loyal customers.

To create a solid relationship with customers.

To make new values for customers.

To increase customer loyalty.

To sure positive feedbacks.

To fulfill the customers’ needs with what they deserve.

The general reason for the study is to find out the answer to the question that does Self-Brand connection and Brand Experiences really help in improving loyalty of a Brand and keep them, or just it is conceptual? Furthermore, the research tries to find out that; does Self-Brand connection and Brand Experiences Like (, Affective, sensory, Behavioral, Intellectual, second-order experiences, and Loyalty).

Conceptual model

 

Hypothesis

H1: There is a positive significant impact of self-brand on Connection with loyalty

H2: There is a positive significant impact of Sensory-Brand Experience loyalty

H3: There is a positive significant impact of Affective Brand Experience with loyalty

H4: There is a positive significant impact of Behavioral Brand Experience with loyalty

H5: There is a positive significant impact of Intellectual Brand Experience with loyalty

H6: There is a negative significant impact of Second-order Brand Experience with loyalty

Significance of Study

The study considers the first one of that kind in the Sukkur and Khairpur that concerned brand experience like self-brand connection, sensory, Behavioral, Affective, Intellectual, second-order experiences, and Loyalty. “Lack of studies that tried to find out the connection between, self-brand connection, and Brand Experiences (sensory, Affective, Behavioral, Intellectual, second-order, and Loyalty) Feedback was provided by this study for all services businesses. Students of SALU. Housewife, Employees, and others.

Literature Review

This study is describing the relationships with consumer-brand are still developing. The Brands have something beyond a connected product worth. The Brand offers delegates an incentive to make a frame for a character for the customer to help his self-expressive accomplishments. (Aaker 1991) As social networking sites like Facebook are growing and ubiquitous users continue to use possessions to project aspects, with brands in part creating an aggregate self-aware of the statement that friendships could provide social networks. Because of the emotional nature of consumer appeal, the emotional mind reflecting 'the ability to act' appears highly plausible. Access and/or creating feelings by easing thinking will affect. Emotional links between consumers and brands. Buyers regularly coordinate brands into their ideas. Thereby bringing about a Brand as self-Conceptual.(Aaker 1991; Abou-Shouk and Soliman 2021). Connection is decided by how much the brands are representative of the customer that they are conveying something about the Customer. S.B. Connection is unique from the brand commitment with the self-ideas (BESC), which captures a generic consumer propensity to use favorite brands in constructing the self-concept. Psychology informs us that using symbols, such as brands, to express self-concept may increase relational quality with such symbols. Strong self-brand connections cause consumers to maintain affection for a brand even if the brand is associated with a negative consumer group by balancing the attributed symbolic meaning of that brand

Brand loyalty & Self-connection with Brand

it is explained that SB connection as creating a solid & significant bond among a specific variety and a customer self-personality (Escalas, 2004). Disregarding being identified with buyers' self-personality; self-brand affiliation is specific from unmistakable customers and self-applicable forms. Nearly, Sprott et al. (2009) present the creation of brand commitment on personal-idea (BESC) mentioning the typical buyer propensity customer & use marks as a segment of their personal-concept, brands affiliation is thoughtfully specific from BESC. Where self-brand is affiliation to catches a brand-particular buyer propensity to make self-important linkages, BESC catches a reasonably normal (not mark particular) inclination of purchasers to secure with personal-idea at brand & level an applied refinement that's excessively recognized by Sprott et al. (2009). “Brand connections” are too particular since the personal-congruity idea implies an arrangement (or uniqueness) between Customer view and brand picture. “Self-brand Connection” didn’t depend on buyer thinking & brand worth. it includes the attractiveness, ability with the supported products, and dependability (“Ohanian, 1990”), is generally positive related through upgraded brand data recalls (Bit et al., 1988. “loyalty of brand is the trend of the purchaser to continuously buy Specific brand’s things, not another brand. Customer behavior plans show the buyers continuously buying products from a company that has increased trusting relationships. Loyalty is greatly beneficial to businesses because it makes lead to repeated purchasing process by buyers, and cause higher incomes, and customer referrals. (“Aguirre-Rodriguez et al., 2012”). Personal congruity is the coordination with buyers’ self-ideas and the picture & identity of the item, provider, or service (Poku, Zakari, and Soali 2013). Self-congruity defines that why buyers buy products and services, not for only their features but what they want to deal with sincerely and symbolically. The coordination between self-ideas & views of a bank variety may be a capable bond that makes a maintainable Competitive benefit, is an uncommonly powerful figure, and gets to be an exchanging cost for the buyer.

The Moderating Character of Self-Brand Connection

Research about the SBC has given the idea that a brand can be merged in the personality through common qualities related to the customer's self-depiction with the brand. A solid SBC will probably make after the customer's view is firmly attached to the brand image (“Ferraro, Kirmani, and Matherly, 2013”). The brand is used by in-assemble people (“Escalas and Bettman, 2003 2005 White and Dahl, 2007”). Besides, ask about has discovered a solid SBC a critical reply toward undesirable broadcast and heightening the encouraging reaction to good encouraging news almost a brand. More essential to the recent findings, it has been shown that the more grounded the SBC is, other perceptible the "brand as me" properties will be. impacts will be in case of risk to an intensely connected with a brand (getting negative brand data) can move same reactions of personal making buyer threat and maybe checking the brand to save the cleverness of the personal. Based on recent research, our assist contends that a customer’s possibility to fulfill of a brand to their think to repair or to show the personal Thoughts unexpected degree to which they feel that they relate to a brand. Particularly, for customers with “self-esteem” and when their “perceived connection” is strong with the brand come to mine. This situation thought to the brand will probably be observed as though to the self. Thus, the expanded inspiration to avoid social thought shall affect the buyer’s decision.

Brand loyalty

brand Loyalty is the level of association that a consumer has towards the brand. Brand loyalty as per him reflects how likely a buyer will be traded brands when the brand influences a thing or to change either in cost or thing features. Aaker explains the center of a brand's worth based on the loyalty of a customer. Hence on the off chance that customers purchase concerning structures, worth, and relief with small distress with the brand title, there's maybe small value (Aaker, 1991). Brown (Hemsley-Brown and Alnawas 2016)“Analysis the result of measures of brand buying data and discovered checked textures in Buyer buying data of brands of different items. They presumed that people show solid and optional "brand loyalty". additionally checked the wonder. this continuous investigation into “brand loyalty behavior”.in this research the author explored the how the loyalty of brand is associated with the brand connections factors: dedication, loyalty Likeness,(Abou-Shouk and Soliman 2021) customer attributes and shopping design qualities He distinguished between true and spurious loyalty. The self-brand relationship implies a solid brand affiliation that can meet the psychosocial needs of the individuals fortify their personality and make strides their links others accept that the exchange among self & brand makes a difference to meet people need for social absorption and separation, which can make a conclusive commitment to their self-expression.” Buyers don't essentially secure, “utilize and arrange of items and services to fulfill needs, but to buy brands for the experiences related with relationship and connections to them (et, 2015) This includes rationales’ and goals-orientated reactions to the brand, and also enthusiastic processings of the entire brand involvement (al R. e., 2011). in which the relationship between the customer's identity and the brand's identity or picture is resolved. Buyers/purchasers’ SBC are the degree to people who have incorporated brands into their self-views. Buyers will act to make a reality for themselves and within the social environment to confirm their opinions or sees of themselves. “One such see maybe their self B. C “Even though customers with solid self-brand connections use self-governing forms keeping up their self-brand connection to oversee 2.5 SBC, SBE, & brand loyalty.

Buyers don't essentially secure, utilize and arrange items and facilities to fulfill their needs, also to buy brands for the experiences related relationships & connections with them (et, 2015) This includes rationales’ and goals-orientated reactions to the brand, and also enthusiastic progressing of the entire brand involvement (al R. e., 2011). Self-brand connections are operationalization of the self-congruity part in a structure in which the relationship b/w the customer's identity and the brand's identity or picture is resolved. Customers’ SBC is the degree to people who have incorporated brands into their self-views. Escalas and These incorporations fulfill certain mental needs, such as expression and reinforcing of self-identity, increased certainty, and independence (Saeed, Javed, and Lodhi 2013). The literature highlights that the customer “self-esteem has an encouraging impact on a range of purchasing motivations, such as branding consumer behaviors brand satisfaction and loyalty of brand (Roy & Rabbanee, 2015) self-brand connections thinks about the part that the brand picture plays in customer self-esteem” “The customer's possess brand association is how numerous people have joined trademarks in self-ideas self-brand connections find out the level of affiliation among the buyer’ personality and the symbol's brand consumptions of the brand can perform an imperative role within real or perfect “self-expression” of the buyer. The self-brand relationship implies a solid brand affiliation that can meet the psychosocial needs of the individuals fortify their personality and make strides their links others accept that the exchange among self & brand makes a difference to meet people require for social absorption and separation, which can make a conclusive commitment to their self-expression.

Affective Brand Experience is positively associated with loyalty.

Although customers with solid self-brand connections use self-governing forms keeping up their self-brand connection to oversee the interaction with the brand stronger self-brand connection don't continuously protect the brand from negative data;(Wingrove and Urban 2017) Most of the papers on experiences has centered on the properties of utilitarian product and categories of experiences, but not brand experiences. When buyers look at, buy, and expend brands, they’re exposed to the attributes of utilitarian products. Be that as it may, they are additionally presented to a type of specific brand-related lifts, for example, brands that distinguish the color of a brand (Hallberg 2013)sorts of letters, components of foundation plan, trademarks, charms, and character images(Nguyen, Barrett, and Miller 2011). These brand-related inspirations appear as a bit of the brand character (for case, names, logos, billboards),

Behavioral Brand Experience is positively associated with loyalty.

There are more choices than ever before in today’s fast-paced instant-gratification world. Companies are constantly developing new ways of looking at the product as much as possible. Therefore, it is essential in the market that a loyal brand client base be established. But what's loyalty to the brand? It can be an important advantage if a company can set up a solid customer base that has trusted its product. It's not overnight to create such a base. It requires the company's commitment to the buyers and the repeated performance of quality items & facilities. Price is always a factor but is considered trustworthy or preferred and you might be wondering, but how? more significant firms may have the advantage but ways to compete still exist.

Conceptualizing of the Brand Experience.

On the B, E the most research data has been placed on useful items. Qualities and group. Experience is not on experience given by brands. When consumers search shops and consumers brands, they are visible to functional items and traits. In any case, brand-identify shades “(Bellizzi and Hite 1992)” shape typeface foundation plan components (Mandil & Johonson 2002) trademarks mascots and characters of a brand (“Keller 1987”). These linked with brands are stimuli that appear as part of a brands plan & self (logo, name, slogan) showcasing & bundling communications (e.g., notices brochure Web, locales) & conditions that the brand is showcased or traded (e.g, events, stores, or special offer) These related boosts brand establish the important basis of subjective inside reactions of customer” “that refer to as B.E. Hence, abstract the brand involvement as particular inside customer reactions (feelings, sentiments, and thoughts) and the interactive reactions evoked by brand associated. In differentiate to B.C meet the brand that emotionally is not relationships with concepts. As we depicted already, meets feelings, sentiments, thoughts, & interactive reactions evoked by brand-associated motivations. After some time, the B.E may result in feeling ling bonds, however, sentiments are one inner finding of the incitement that brings out Experience. as with the brand associations, buyer charm has described the surprise & progressive impacts; it can be viewed as the passionate part of the satisfaction. (Brakus, Schmitt, and Zarantonello 2009)Customers’ enchantment comes about from amazing utilization & disconfirming the difference to buyer delighting, B.E doesn’t happen as it were later, they occurred at whatever point there is an arrange or secondary cooperation towards a brand. In addition, the inclusion of a brand does not need to be stun; it can be both foreseen and unexpected. At last, brand experiences are particular from “brand affiliations” and the image of the brand.

The effect of positioning on customer loyalty

The main function of marketing was to generate demand for products in the 1950s and 1960s of the product concept stage. The products were quite basic cost-effective and available. Many products were thus considered commodities in the minds of consumers because it was unclear. Positioning that makes low demand. Marketers have realized that to produce in all marketing activities the demanding customer should replace the product. These are the following trends that forced marketers to become customers to supply larger customers in this era’s strategies like segmentation, value, and satisfaction than its competitor's segmentation targeting, and positioning (STP) strategies were implemented in this era. To generate demand, however, it was not enough to focus customers on the traditional positioning model the birth of the brand management concept is the result of phenomena. The idea for brand management is the extension of customer orientation also defined as a consonant triangle of brand, positioning, and distinguishing. Positioning and targeting STP have been introduced the birth of modern marketing concepts is a customer-oriented era

The Brand Experience Dimensions.

To recognize measurements of brand experience, next we analyze relevant work in reasoning, cognitivist knowledge, and functional writing of experimentation showcasing & administration. In the literature, over an assortment of self-controls, a reasonably set of reliable encounter measurements, that is exceedingly significant for the brands, and have Accepted for Philosophical research for logician (J. Dewey 1922.25) the experiences are interlacing the social creatures & situations. He has calculated & intellectual Kantian see of practice as information, contending that’s information (categorizing, examining, and thinking almost items) it was once part of individuals considerate of the world. In expansion to knowledgeable encounters coming about from information, meets to incorporate seeing (through the faculties), feeling, and doing. In addition, human creatures are on a very basic level associated with other individuals. Taking after (Dewey. D & LBel 2003) recognize four pleasure dimensions: mental, Passionate, social, and physical delights.

Methodology

Research Design

following past brand experience research (Escalas, 2005) The quantitative research Pattern has been adopted in this research, and conversely survey technique of data collection has been used.

Sample profile

A study was conducted to find out the Loyalty Exploring S.B.C with B.E. The research has 28 questions in one questionnaire. The respondents’ categories are Students, Teachers, The Shah Abdul Latif University is once a public sector university in the Islamic Republic of Pakistan found in the rural city Khairpur of Sindh, was helpfully chosen as an area of consideration. The data were collected among the students who get Access to the institute of commerce and management. The total current number of students is 600. From there the sample size was determined 150. Saunder’s et at, 2009. The technique of sampling is probability.

Questionnaire Design

Questionnaire Pattern based on the items as follows:

Self-Brand connection. As adopted from past used items by (Escalas, 2005) “Sensory Brand Experience. “Affective Brand Experience” “Behavioral Brand Experience” “Intellectual Brand Experience.” “Second-order Brand Experience”.

The “Cross-sectional” analysis method was used. To bring together, primary data close-ended questionnaires were used. Already developed Questionnaires were adopted to measure respondents’ segment of relations among SBC and B.E, brand loyalty was examined.

Scale

There are Five points Likert scale was used.

“Strongly Disagree”

“Disagree”

“Neutral”

“Agree”

“Strongly Agree”

Research Data Analysis

The questionnaire data were examined by “Statistical Package for Social Sciences (SPSS)” 25.0 because of its user-friendliness and easy reachability.

Following tests were applied in this study

Descriptive analysis, in which tabulation, frequencies, and percentages were used since the objective of this method assessing the spread and association of variables in the database to present the findings.

Reliability & Validity Testing, Correlation Analysis, Regression Analysis

Data Results

This section concentrates on the examination of data and conducted firstly, reliability testing of variables, demographic results of the research. correlation b/w variables and then regression analysis, and multiple regression analysis these all tasks performed to analyze the impact on dependent on an independent variable. the survey was included 2 parts. 1st is demographic information of sex & age. In 2nd part comprises self-brand connection, affective brand experiences, sensory brand experiences, behavioral brand experiences, second-order brand experiences, intellectual brand experience, & loyalty respectively.

Reliability Analysis

Reliability is the scale to measure the consistency of the research instrument.

Table 4.1. of Reliability Statistics”

Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items

.903 .901 28

Above table 4.1 shows the Reliability Analysis results of the data. The Cronbach’s Alpha of Reliability analysis must be greater than .70 so it can be acceptable and considered reliable. In our case, the Cronbach’s Alpha is 0.897 greater than .70 and it is good for research.

Table 4.2. Summary item

Summary Item Statistics

Mean Minimum Maximum Range Maximum / Minimum Variance N of Items

Item Means 2.327 1.987 4.027 2.040 2.027 .165 28

Table 4.3 of Scale item

Scale Statistics

Mean Variance Std. Deviation N of Items

65.16 359.979 18.973 28

Descriptive Analysis

Gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 96 64.0 64.0 64.0

Female 54 36.0 36.0 100.0

Total 150 100.0 100.0

Table 4.1 that respondents separated into 2 categories females & males the total sample questionaries are 150 and it’s separated into 96 are male & 54 are female respondents.

Figure 4.4 above chart showed that there were 64% male respondents and 36% respondents.

This section explains the respondent profile of the selected sample. The focus is given to the demographic data of the research, it showed the distribution of gender of the selected sample. It is clearly understood from the above table. The number of respondents was 150 from them 64% Percent were male respondents and 36.0% were female respondents.

Table 4.2 Age of respondents.

Frequency Percent Valid Percent Cumulative Percent

Valid 16-24 years 112 74.7 74.7 74.7

25-34 years 15 10.0 10.0 84.7

35-44 years 10 6.7 6.7 91.3

45 years or above 13 8.7 8.7 100.0

Total 150 100.0 100.0

Table 4.2 “Looking at the second group that is age, it has shown that respondent age is divided in distribution with the age group of 74.7 % are from 16 to 24 age group, 10.0% are from 25 to 34 age group, 6.7% are from 35 to 44 and 8.7% are from group 45 or above”.

Table 4.3 of Occupation

Frequency Percent Valid Percent Cumulative Percent

Valid Student 123 82.0 82.0 82.0

Employee 15 10.0 10.0 92.0

Businessman 7 4.7 4.7 96.7

Housewife 5 3.3 3.3 100.0

Total 150 100.0 100.0

Table 4.4 of Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Occupation 150 1 4 1.29 .710

1(Male) 2 (female) 150 1 2 1.36 .482

AgeRange 150 1 4 1.49 .954

Apple. Samsung. Oppo. Huawei. 150 1 4 2.01 1.033

Valid N (listwise) 150

Table 4.5 of Descriptive Statistics

Mean Std. Deviation N

SBE 2.2356 1.04667 150

SBC 2.2453 1.12474 150

ABE 2.6978 .90927 150

BBE 2.1696 .67444 150

IBE 2.1089 .94162 150

SOBE 2.2633 1.00702 150

Table 4.6 of Correlations

SBE SBC ABE BBE IBE SOBE

SBE Pearson Correlation 1 .595 .682 .683 -.169 -.109*

Sig. (2-tailed) .000 .000 .000 .038 .184

N 150 150 150 150 150 150

SBC Pearson Correlation .595 1 .615 .690 .033 .047**

Sig. (2-tailed) .000 .000 .000 .686 .564

N 150 150 150 150 150 150

ABE Pearson Correlation .682 .615 1 .759 -.017 .018**

Sig. (2-tailed) .000 .000 .000 .836 .822

N 150 150 150 150 150 150

BBE Pearson Correlation .683 .690 .759 1 .333 .254

Sig. (2-tailed) .000 .000 .000 .000 .002

N 150 150 150 150 150 150

IBE Pearson Correlation -.169 .033 -.017 .333 1 .890

Sig. (2-tailed) .038 .686 .836 .000 .000

N 150 150 150 150 150 150

SOBE Pearson Correlation -.109 .047 .018 .254 .890 1

Sig. (2-tailed) .184 .564 .822 .002 .000

N 150 150 150 150 150 150

4.3 Correlation

Regression

Researchers use linear regression to understand the relationship between one variable to another. The dependent variable is researcher wants to predict and another variable is the independent or predictor variable.

Table of Regression

Table 4.7 of Variables Entered/Removed

Model Variables Entered Variables Removed Method

1 SOBE, ABE, SBC, SBE, BBE, IBEb . Enter

a. Dependent Variable: LOY b. All requested variables were entered.

Model summary of Regression

Table 4.8 Model Summary

Model R R Square Adjusted R Square Std. The error of the Estimate

1 .989a .978 .977 .12887

a. Predictors: (Constant), SOBE, ABE, SBC, SBE, BBE, IBE

Table 4.8 indicates that there is a positive R-Square value of variables and it a good sign and there is a strong relationship between the independent and dependent variable, and value of R Square show the model fitness of the research and it is also positive and approximately 90% contribute to this research with these five major variables which are a positive sign for the research”.

4.5 Result of Regression Test (Anova)

Table 4.9 of ANOVA

Model Sum of Squares df Mean Square F Sig.

1 Regression 105.980 6 17.663 1063.619 .000b

Residual 2.375 143 .017

Total 108.354 149

a. Dependent Variable: LOY

b. Predictors: (Constant), SOBE, ABE, SBC, SBE, BBE, IBE

Interpretation of ANOVA test

this table model explained that the “independent variable” is statistically significant to predict the dependent variable, where F= 1063.619 with the significance level of 0.000, p<0.

Coefficient Analysis.

Table 4.10 of Coefficients

Model Unstandardized Coefficients Standardized Coefficients t Sig.

B Std. Error Beta

1 (Constant) .517 .042 12.395 .000

SBE -.104 .018 -.128 -5.904 .000

SBC .687 .014 .906 49.996 .000

ABE -.060 .021 -.064 -2.896 .004

BBE .320 .040 .253 7.994 .000

IBE .108 .032 .120 3.350 .001

SOBE -.056 .025 -.066 -2.223 .028

Coefficient

The significance value of all independent variables is less than .05 which shows that these variables have a positive impact on the dependent variable.

Interpretation of coefficient.

The Pearson correlation was conducted to know about the impact of variables. Independent on the dependent. According to the results of the above table of S.B.C have shown the correlation has positive Loyalty with the sample size of 150 and significance value=.000 shows positive, connection b/w independent & dependent variable.

It results that increase S.B.C strategies will increase Brand Loyalty.

Moreover, the correlation b/w Sensory-B. E & Loyalty also resulted from there being positive significant connections with the research sample date of 150 and significance value =.000.

it explains that there are positive connections b/w the independent the dependent variable.

Additionally, the correlation b/w Affective-B. E & brand loyalty also indicates the positive significant connections where the respondent ratio of 150 and significance value =.004. To conclude the results, it shows that both “independent variables positive relationship with the dependent variable It also indicates that increase in Affective B.E increases the Loyalty” The correlation between Behavioral-B. E and Loyalty also show the weak but positive significant connections b/w sample ratio of 150 and significance level =.001. To conclude the results, it shows that both “independent variables have a positive relationship with the dependent variable” It also indicates that an increase in Behavioral B.E will increase the “Loyalty”

In addition, the correlation between Intellectual B.E has gone good positive significant relationship where IBE=.555 with the sample size 150 and significance value = .000. it is an indicator that a higher level of IBE increases Loyalty.

Finally, the correlation between second-order brand Experience and loyalty has shown a strong positive significant correlation, with a sample size of 150 and significance value =.028. it shows that the higher level of Second-order B.E results in a higher level of Loyalty.

Hypothesis Accepted/Rejected

Hypothesis Statement results

H1 Self-Brand Connection has a positive association with brand loyalty. Accepted

H2 Sensory-Brand Experience has a positive association with loyalty. Accepted

H3 Affective Brand Experience has a positive association with loyalty. Accepted

H4 Behavioral Brand Experience has a positive association with loyalty. Accepted

H5 Intellectual Brand Experience has a positive association with loyalty. Accepted

H6 Second-order Brand Experience has a negative association with loyalty. Accepted

Research Discussion Implications and Limitations.

The goal of this research was to investigate the loyalty of the brand. Which factor makes loyalty in customer mind when purchasing a Smartphone. Data have been conducted on “Self-brand connection and self-brand experience”. The student’s ratio of the female is 36% & males are 64%. Study results have been directed from university students, Employees, and housewives. Hypothetically, this study is based on brand experience & Personal connection process, which defined the relationship b/w self-connection with brand & also brand loyalty. Or another way, self-authentication with a brand is the initial rule administering the SBC according to the buyer’s point of view. The Research pays its role to the literature on SBC by bookkeeping for its connections with brand loyalty and brand Experience. This research also covers Earlier research results on consumer-brand connection included brand experience as moderator b/w consumers” loyalty & SBC. Moreover, a scale for brand experience as a second-order construct is approved. In differentiate with all earlier Research studies on this Subject SBC, the dimensionality of brand loyalty is declared as a second-order build with 4 measurements, specifically, 1. (Affective), 2. (Behavioral), 3. (Sensory), &

Limitation and Recommendations

This research will open new doors for smartphone companies to know about how to keep the relationship with customers, Relationships in a way so that loyalty of customers may increase. Conclusively this research will help the top-level management of smartphone companies to reframe the policies about relationship marketing, customer loyalty & brand loyalty for capturing more market share. It will be edited into the vast material/literature for smartphone companies.

There are some limitations or barriers in this research paper due to economic wealth, Furthermore, the survey instrument was not specially designed for the research adopted. The 2nd limitation in this research paper is that the research was conducted from 2 major cities of Sindh, Sukkur & Khairpur Sindh, Pakistan. Furthermore, researchers are advised to cover more geological arrays. Future researchers can expand these efforts by taking a wide range of samples. Moreover, the major response to the questionnaire was 90% from university students of SALU-Khairpur.

Finally, closing this subject and “keeping in mind the end goal to rise” by a wide area of sample scale can benefit other researchers.

Conclusion

The main point of this whole research was to analyze to Exploring Loyalty and self-brand connection through brand experience. Researchers also analyzed six components distinguished in the literature as having an impact on loyalty self-brand connection. The results of the study have positive reports and it supports Past studies. The author has examined the brand loyalty of smartphones Apple, Oppo, Huawei, & Samsung in Sindh, Pakistan. The result shows that most people prefer Apple due to its performance, luxury style, and self-relation with the brand. Samsung is also a growing company in the Sukkur market according to our research results Samsung comes after apple due to its behavioral experience and intellectual experience. 3rd order brand is Oppo which have also positive results.

The companies should focus to improve the brand behavioral experience. The most user-friendly smartphone devices can give more profit ratio & can retain more customers.

 

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