Brand Experience as a Catalyst: Enhancing Brand Love from Brand Image and Perceived Quality

Abstract

Senior tourism plays an important role in China’s total economy development. This study explores the influence of perceived quality and Brand image on senior tourists’ Brand love through the mediating role of Brand experience. Stimulus‒organism‒response (S-O-R) model is used to develop a theoretical framework. A questionnaire of 384 respondents collected data on demographics and constructs. This study utilized partial least squares structural equation modeling (PLS-SEM) to assess the hypotheses and mediation effect. The findings reveal that both perceived quality and brand image positively influence brand love, with brand experience acting as a significant mediator. This study contributes to the literature by highlighting the importance of brand experience in enhancing brand love among senior tourists, a demographic that is increasingly significant in the tourism industry. The findings have practical implications for tourism businesses and policymakers, suggesting the need for specialized marketing strategies and services based on senior tourists’ preferences.