2026-06-25T05:36:56Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1067 2024-05-08T04:00:06Z 1582963436320:1582965660463 user-yueco

THE EFFECT OF BRAND EXPERIENCE ON BRAND LOVE AND BRAND LOYALTY OF ERKE SPORTSWEAR USERS IN YANGON (Kaung Satt Paing, 2019) Kaung Satt Paing This paper intends to identify the effect of brand experience on brand love and to examine the effect of brand love on brand loyalty of ERKE sportswear user in Yangon. In this study, analytical research method is used. The data are collected with structured questionnaire from 120 respondents. It is found that the sensory experience, emotional experience, creative cognitive experience, physical experience and social identity experience are influenced on brand love of ERKE sportswear users. Moreover, the respondents who love ERKE brand can lead to have brand loyalty for ERKE brand which can result for paying premium price, resisting to switch brands and being first choice for the users. To maintain the brand love of ERKE sportswear users, the brand marketer should consider to advertise its products by using social influencer to more actively use in their daily activities. The findings show that the brand experience is important when it comes to stimulate emotional responses, called brand love, which in turn contributes to reinforce brand loyalty. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001067 https://meral.edu.mm/records/1067