Domino Effect of Brand Experience, Brand Passion, and Brand Image on Brand Commitment

Purpose: Knowledge about the paybacks of branding is now becoming imperative for marketing managers, given the impact of this concept on the creation of consumers’ opinions and views. Brands are the requisites that aid firms in creating additional value for the customers and help in developing a sustainable competitive advantage. The study aims to recognize the direct and indirect effects of brand experience on brand commitment through the mediating effects of brand passion and brand image to clarify the relationship between brand experience and brand commitment in the context of smartphone brands.Design/Methodology/Approach: The data were collected from 405 smartphone users. Structural equation modeling was used to test research hypotheses.Findings: The findings indicate that brand experience has a positive effect on brand commitment, while brand passion and brand image mediate between the dependent and independent variables. These findings offer valuable insights and suggestions for marketing managers in developing strategies to foster brand commitment. Lastly, limitations and future research directions are provided to assist researchers.Implications/Originality/Value: This study illustrates the two mediating roles that BP and BI play in the links between BE and BC to better understand the processes that shape consumers' BC, especially in the smartphone market.