College of Home Economics University of Peshawar, Pakistan

Abstract

This study attempts to show the effect of brand experience which is taken as independent variable of system and mobile app engagement plays as a serial mediator role in the current study. Self-brand connection and loyalty towards brand are dependent variable. The purpose of this study is to evaluate and explore the serial mediation of mobile app engagement & self-brand connection in the relationship between brand experience and loyalty towards brand, to investigate impact of brand experience on mobile app engagement, self-brand connection and loyalty towards brand, to study direct impact of self-brand connection on loyalty towards brand and to examine impact of mobile app engagement on self-brand connection and loyalty towards brand. Consequently, smart PLS was used to occupy structural equation modeling to explore measurement model and hypothesis testing. Smart PLS 3.3 and SPSS are used in current study. A convenient sampling of 390 respondents from Rawalpindi and Islamabad is selected for the study. Findings of this study confirm that brand experience, loyalty towards brand and self- brand connection had a significant impact on online shopping experience through mobile app engagement. The results of this current study further indicate that all variables have a positive influence so through mobile app organizations should adopt fundamental strategies for customer loyalty and remain self-connected with them and give them positive pleasure experiences. The current study provides theoretical contribution with the view of task technology fit theory and self-determination theory. In addition, framework can be used for future analysts to get better understanding of brand experiences, loyalty towards brand and self-brand connection.