The influence of brand experience on brand loyalty in the electronic commerce sector: the mediating effect of brand association and brand trust

Businesses are increasingly focusing on brand experience due to its dual role in directly creating customer value and shaping customers' perceptions of brand equity. This study investigates the impact of brand experience on brand equity in Vietnam's e-commerce sector. Primary data were collected from respondents with prior online shopping experience on e-commerce platforms. The research identifies four critical dimensions of brand experience in e-commerce services: sensory, affective, intellectual, and behavioral experiences. These components positively influence brand equity, particularly in terms of brand association, brand trust, and brand loyalty. Moreover, the study confirms the mediating roles of brand association and brand trust in the relationships between affective experience and brand loyalty, intellectual experience and brand loyalty, and behavioral experience and brand loyalty. This research offers a valuable contribution to the literature on brand experience and brand equity, especially within the e-commerce context. Managerial implications are also provided to guide businesses in enhancing customer brand experiences and strengthening brand equity.