Enhancing Brand Loyalty through Brand Experience: The Roles of Brand Authenticity and Social Presence

Abstract

Enhancing brand loyalty has become a challenge for managers; therefore, this study aims to investigate whether brand experience, through brand authenticity, contributes to greater customer loyalty. Further, the study examines brand authenticity as a mediator and social presence as a conditional variable. For this study, the data were collected from 177 customers of various brands through ‘Google Forms’ on a convenience basis. The results revealed that brand experience, both directly and indirectly (through authenticity), contributes to brand loyalty. Moreover, social presence moderates the relationship between brand experience and brand authenticity. The findings have significant implications for the managers.