Principles and Principals: Does Self-Concept Compete or Complement Brand Experience When Shaping Consumer Brand Relationship, Brand Preference and Customer Satisfaction?

Rukhsana Gul Gilal, Sun Xixiang, Faheem Gul Gilal, Rehman Gul Gilal, Naeem Gul Gilal


This study aims to investigate the direct and indirect effect of brand experience on consumer brand relationship, brand preference and customer satisfaction through self-concept. Non probability sampling technique was applied. The primary data were collected from 297 (n = 297) Pakistani customers. The proposed theoretical model was tested using structural equation modeling in PLS Smart. Results showed that brand experience has strongest direct effect on consumer brand relationship, followed by brand preference, and then customer satisfaction. The results of indirect effect revealed that the self-concept emerged as a stronger driver for brand experience and consumer brand relationship, then for brand preference and customer satisfaction. Additionally, the implications for academicians and practitioners are discussed.

Keywords: Brand experience, consumer brand relationship, brand preference, customer satisfaction, self-concept.

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