Business Research

Title
Impact of Self-Brand connection on Brand Experience, Brand Loyalty, Brand
trust as a moderator
INTRODUCTION
Brand trust is considered very important in maintaining a long-term relationship between
consumers and brands as it helps companies to build its competitive advantage. Despite the
importance of brand trust, there is no consensus on the identity of the building blocks of brand
trust. Hegner, (2016). Restaurants deal with immense customer interactions; each interaction is
put through an evaluation of fairness. If a conflict occurs during the dining experience, a customer
evaluates the justice through fairness of outcomes, fairness of procedures and fairness of
interactional treatment. Kim, (2018). In the hotel industry, service quality and brand loyalty, have
received significant attention. Brown, (2016).
The brand building efforts of retailers have stimulated a research line around the retailer as a brand.
Building strong brand connections with customers is a solid basis for cultivating loyalty behaviors.
Frasquet, (2017). Social interactions have shifted online, allowing for them to occur at any place
and at any time. Since more than 2.6 billion people around the globe actively use social media, it
is not surprising that companies have now started following and are trying to stimulate interactions
with their social media audiences. Wagner, (2017). Brands have the potential to convey rich
meanings to consumers. Through their brands, firms should gain advantage on developing and
enhancing strong relationships with their consumers, as this bond has been shown to contribute to
increased revenues. Arcand, (2016).
Consumer-based brand equity is derived from associative knowledge networks in the consumer’s
mind, which are shaped over time through experience, exposure and word-of-mouth. Cantrell,
(2017). Brands which have been incorporated into our self-concept require that our resulting
behavior and experiences must align with the self-concept to minimize psychological discomfort.
Westhuizen, (2018). The high costs involved in hiring celebrity endorsers, it is imperative for
marketing and advertising managers to establish a link between endorser qualities and endorsed
brand equity to justify the funds allocated to celebrity advertising. McDonald, (2015). The aim of
relational marketing is to establish lasting long-term relationships with customers. Estrada-
Guillén, (2018).
Business Research

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