The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan

The aim of this research paper was to approach the impact of brand experiences, brand equity and corporate branding on brand loyalty. The sample of this research consisted of 413 employees selected on a random basis from 10 Jordanian companies. A questionnaire-based survey was used in order to collect the required data. The research model consisted of three independent variables (brand experiences, brand equity and corporate branding) and one dependent variable (brand loyalty). Brand experiences were divided into three sub-dimensions: brand sensory experience, brand affective experience significantly and brand cognitive experience. Brand equity was sectioned into seven factors: perceived quality, staff behavior, ideal self-congruence, life style-congruence, environment, trust and brand identification. On the other hand, corporate branding was studied in terms of corporate associations, corporate activities, corporate values, corporate personalities, and functional benefits. All dimensions included in this research were measured using a valid and reliable questionnaire developed based on a deep literature review. The results of this research confirmed positive as well as significant effects of all independent dimensions on brand loyalty, except sensory and cognitive experiences. The main contribution of this paper can been seen in closing the gap in research in favor of the impact of brand experiences, brand equity and corporate branding on brand loyalty in Jordanian companies as well assign identifying that Jordanian customers are mainly focused on affective experience of a brand rather than on sensory or cognitive experiences. Managers and researchers can benefit from this research by utilizing such concepts to enhance brand loyalty and conducting further studies to explore other factors critical factors that might improve brand loyalty. The major limitation of this research is related to the sample region since it was conducted in two cities only. Future research should consider other companies and employees form other governorates in Jordan.