Understanding the effect of online brand experience on customer satisfaction in China: a mediating role of brand familiarity

In today’s dynamic environment, delivering exclusive and meaningful consumer interactions is critical for brands to stand out. In this sense, we suggested that consumer loyalty is influenced by online brand interactions due to brand familiarity. In a cross-sectional study conducted on 307 customers of leading and popular online selling brands in China across different industries, we found that online brand experience has significant and positive effect on customer satisfaction. Affective brand experience has a statistically negligible direct impact on customer satisfaction, emotional brand experience has a substantial and optimistic direct effect on customer satisfaction, and behavioural brand experience has a significant and harmful direct effect on customer satisfaction. In addition, it was discovered that brand awareness has a major mediating impact in the relationship between affective and behavioural brand experiences and consumer satisfaction, but no significant mediating influence in the relationship between emotional and cognitive brand experiences and customer satisfaction.