How to use brand experience to generate brand loyalty - A case study of theme parks

Abstract: Purpose: The purpose of this paper is to investigate how firms can use brand experience to generate brand loyalty. Methodology: case studies and literature review Findings: The findings in this paper support the findings in previous research that brand loyalty is driven by brand experience, and that brand personality can function as a mediator between them. The main themes that are considered important concerning how companies use a brand experience are emotional bond, attitudinal influences and brand personality. Managerial implications: The paper can provide firms with the insight that if they can manage to create and use a positive brand experience, it can have a significant effect on brand loyalty. Academical implications: This study has contributed to the research field of brand experience and brand loyalty. Keywords: Brand experience, brand loyalty, brand personality, case studies, theme parks