Mediating Role of Brand Trust and Brand Affection on Relationship between Brand Experience and Brand Loyalty: A Study of the Automobile Users in Pakistan

This study illuminates the mediating mechanisms of brand trust (BT) and affection (BA) in shaping relationship between experience (BE) loyalty (BL) among Pakistani automobile users, enabling marketers to improve customer strategies based on Stimulus, Organism, Response (S-O-R) theoretical model users Pakistan. A standardized questionnaire is used acquire quantitative data from 258 car owners. Brand significantly improves BT, BA, BL. BE BL are also mediated by BT BA. mediates better than The emphasizes BA as mediators BL, notably Pakistan's industry. suggests that automakers should establish maximize retention revenue. was analyzed using structural equation modeling (SEM). increases were indicated while managers can learn this study. It advises create pleasant experiences enhance build vehicle users. They which mediate shows how BE, generate enhances literature illustrating affects Its detailed understanding these relationships helps practitioners scholars.