Smart phones user’s brand experience, attachment and loyalty: special focus on Egyptian generation y and z

The main focus of this research is on Egyptian generation Y and Z smart phones user’s brand experience, attachment and loyalty. The main objectives of this study is to test the mediating role of brand attachment between brand experience and loyalty, introduce a new attachment typology and a tailored experiential consumer’s profiles, furthermore to explore the moderating effect of the new typologies both experiential and attachment on the relationships between brand experience, personality, attachment and satisfaction with brand loyalty with special focus on young generations. Previous research did not pay attention to those theoretical and practical gaps; that is why this research is required. To reach the objectives; the research adopted a quantitative approach using cluster and regression analysis. The results indicated that relationship between brand experience and loyalty is not mediated by brand attachment, consumers are classified into six clusters according to their experiential appeals and into four clusters according to their attachment styles, the experiential clusters have moderated the relationships between brand personality, attachment, satisfaction, and loyalty while users attachment types moderates the relationship between satisfaction and loyalty. The main conclusions drawn from this study are that consumer’s profiles can play an important role in moderating some branding constructs relationships, moreover; not all experiential dimensions have the same impact on brand personality, attachment and satisfaction and that brand attachment do not mediate the relationship between brand experience and loyalty. It is recommended that further research to be conducted to investigate the sequential impact of experience dimensions per country and per brand category, further research is needed to test the consumers profiles stabilities in a multi-industrial/brand settings, finally further investigations is required on Generation Z being the future consumers and users.