The Impacts of Fast Food Brand Collaboration Experience on Brand Love, Brand Prestige, Brand Satisfaction, Brand Trust, and Brand Loyalty

Abstract

Brand loyalty is one of the vital competitive advantages firms seek to hold their position in the market. With increased competitiveness in the fast-food market, this variable has become more significant to be researched. Some antecedents such as brand experience, brand love, brand prestige, brand satisfaction, and brand trust were depicted can generate brand loyalty. This study aims to investigate the influence of these variables in generating brand loyalty from one of the American FastFood brand case. A quantitative survey method was utilized in the data collection, extracting a total of 258 responses from customers aged between 18 to 24 years old. This study performed descriptive statistics and PLSSEM for data analysis and the result shows a significant indirect influence of brand experience to brand loyalty through mediators of brand love, brand satisfaction, and brand trust. Brand experience is also identified to have an impact on brand prestige. This study contributes to consumer-brand relationships understanding by demonstrating the causal relationships and providing valuable insights to future researchers and fast-food marketers.

Keywords: Brand experience, brand love, brand loyalty, brand prestige, brand satisfaction, brand trust