Abstract Brand experience (BE) is essential to depict long-term consumer brand relationships; this study investigates the influence of brand experience on emotional confidence (EC) and subsequent impact of brand satisfaction (BS) and brand loyalty (BL) in the context of car buying. Structural equation modeling was used to affirm the hypothesized relationships. This study further explores dimensions of brand experience: sensory, affective, intellectual and behavioral concerning EC, BS, and BL. Hierarchical cluster analysis was performed to depict the relationship as a consequence, and four clusters were identified. The results of the structural model suggest that there is a positive and statistically significant influence of BE on EC, there is a positive and statistically significant influence of EC on BS, and there is a positive and statistically significant influence of BS on BL. When the direct path from EC to BL was added to the model, it increased the variance explained in BL and coefficient of EC was higher than the coefficient of BS suggesting that EC is an important construct within the formwork. The results of hierarchical cluster analysis identified four clusters; the relationship among EC, BS and BL showed interesting patterns; there were higher correspondents between EC and BL than between BS and BL; the pattern was consistent with the results of the structural model. The data was collected from car showrooms across Karachi city; the respondents were users of the brand.

中文翻译：

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品牌体验聚类与品牌满意度，品牌忠诚度和情感自信心的描述

摘要品牌经验（BE）对于描述长期的消费者品牌关系至关重要。这项研究调查了在购买汽车的过程中，品牌体验对情感信心（EC）的影响以及品牌满意度（BS）和品牌忠诚度（BL）的后续影响。使用结构方程模型来确认假设关系。这项研究进一步探讨了品牌体验的维度：涉及EC，BS和BL的感官，情感，智力和行为。进行了层次聚类分析以描述关系的结果，并确定了四个聚类。结构模型的结果表明，BE对EC有积极的和统计学意义的影响，EC对BS有积极的和统计学意义的影响，BS对BL有积极的和统计学显着的影响。当从EC到BL的直接路径添加到模型中时，它增加了BL中解释的方差，并且EC的系数高于BS的系数，这表明EC是模板中的重要构造。层次聚类分析的结果确定了四个聚类。EC，BS和BL之间的关系表现出有趣的模式。EC与BL之间的对应关系高于BS与BL之间的对应关系。模式与结构模型的结果一致。数据是从卡拉奇市的汽车展示厅收集的；受访者是该品牌的用户。它增加了用BL解释的方差，并且EC的系数高于BS的系数，这表明EC是模板中的重要构造。层次聚类分析的结果确定了四个聚类。EC，BS和BL之间的关系表现出有趣的模式。EC与BL之间的对应关系高于BS与BL之间的对应关系。模式与结构模型的结果一致。数据是从卡拉奇市的汽车展示厅收集的；受访者是该品牌的用户。它增加了用BL解释的方差，并且EC的系数高于BS的系数，这表明EC是模板中的重要构造。层次聚类分析的结果确定了四个聚类。EC，BS和BL之间的关系表现出有趣的模式。EC与BL之间的对应关系高于BS与BL之间的对应关系。模式与结构模型的结果一致。数据是从卡拉奇市的汽车展示厅收集的；受访者是该品牌的用户。模式与结构模型的结果一致。数据是从卡拉奇市的汽车展示厅收集的；受访者是该品牌的用户。模式与结构模型的结果一致。数据是从卡拉奇市的汽车展示厅收集的；受访者是该品牌的用户。