أثر أبعاد تجربة العلامة التجارية على الولاء الموقفي والولاء السلوكي -دراسة تجريبية على سيارات هيونداي -

The impact of brand experience dimensions on attitudinal and behavioral loyalty - An empirical study on Hyundai cars -

الملخص

This current study’s primary purpose was to empirical research on the impact of brand experience
dimensions (i.e., sensory, affective, behavioral, and intellectual) on attitudinal loyalty and
behavioral loyalty of Hyundai cars brand. We analyzed data from 200 customers who had
purchased Hyundai cars. The data was tested through partial least squares structural equation
modeling SmartPLS3 program. The findings of study revealed that brand experience dimensions
had substantial positive impact on both attitudinal loyalty and behavioral loyalty.