Business Analyst Journal

The term “experiential view” encompassing fantasies, feelings and fun associated with the consumption of goods and services was visibly introduced in marketing literature by Holbrook and Hirschman (1982). Since then, the concept has evolved from “consumption experience” to “customer experience” and recently to “brand experience”. This study has made an attempt to understand its relationship with brand loyalty. The importance of brand loyalty in ensuring a brand’s survival and growth is universally accepted. The other two variables- satisfaction and brand trust- have been included as the mediating variables in this study. A mediating variable is a variable that plays a causal intermediary role between an independent variable and a dependent variable. This paper covers the literature review and operationalisation of these four variables.