The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction

This study examines the influence of brand experience and brand trust on brand engagement through brand satisfaction as a moderating variable. The samples of this study are 200 customers of Dunlop tires. This study employed Structural Equation Model (SEM) by using AMOS version 24 as the data analysis. The results show that brand experience positively affects the brand trust. Brand experience positively influences the brand satisfaction. Furthermore, brand trust also has a positive effect on consumer satisfaction. Brand experience positively influences the brand engagement. Brand trust positively affects the brand engagement. However, brand satisfaction does not directly affect the brand engagement. Surprisingly, we also found that the brand satisfaction is not a mediating variable on the link by brand experience and brand engagement. Some limitations and future research are discussed.