Abstract:
Economic value has moved beyond delivering quality services. Economic value now
includes distinctive brand experiences. Brand experiences are vital in developing
brand loyalty and achieving business sustainability (Ong, Lee & Ramayah11, 2018).
Customers may enjoy different types of experience with a brand through sensation,
affection, behavior, and intellect. This paper seeks to determine the influence each
component of brand experience has on the customer’s brand loyalty particularly in the
restaurant industry. Customers revisiting four of the restaurants in the Village, in the
Pretoria area provided 21 units of feedback for this study. A mixed method approach
allowed for this study to remain flexible in nature. This allowed the researcher to gather
quantitative information as well as qualitative information which allowed the researcher
to gain in-depth information regarding the perceptions held by customers concerning
the influence of the various dimensions of brand experience on customer brand loyalty.
Findings revealed that the four different types of brand experience influenced
customers brand loyalty differently. Managerial implications are addressed in the
discussion section.
