.png){kind=icon}
.png){kind=icon}
Return
Brand experiences and repurchase intention in the financial advisory industry: a South African perspective
.png){kind=icon}
PRE
AI
M
S
DOI：10.1108/ijbm-07-2025-0517.png)
.png){kind=icon}
Original request for help.png){kind=icon}
Share.png){kind=icon}
Save
Abstract
En 中文
<jats:sec>
<jats:title>Purpose</jats:title>
<jats:p>This study investigates how human financial advisors can increase repurchase intention through brand experiences, trust and affective commitment, considering the increase of digital disruption from robo-advisors. The study investigates how brand experience, as a means of personal branding, can help human advisors differentiate themselves in a competitive environment.</jats:p>
</jats:sec>
<jats:sec>
<jats:title>Design/methodology/approach</jats:title>
<jats:p>The study employed a descriptive research design grounded in the stimulus-organism-response (S-O-R) and relationship marketing theories. Quantitative data were collected from South African clients who interacted with financial advisors in the past six months. Structural equation modelling was utilised to determine the relationships between brand experience, trust, affective commitment and repurchase intention.</jats:p>
</jats:sec>
<jats:sec>
<jats:title>Findings</jats:title>
<jats:p>The study identified significant positive relationships among brand experience, trust and affective commitment. Trust and affective commitment were also significantly associated with repurchase intention. Moreover, both affective commitment and trust mediated the relationship between brand experience and repurchase intention.</jats:p>
</jats:sec>
<jats:sec>
<jats:title>Originality/value</jats:title>
<jats:p>This study offers a novel contribution by extending research on brand experience and relationship marketing to the underexplored financial advisory sector. The study highlights how human advisors can leverage emotional connections and personal branding to remain relevant in an increasingly automated industry. The research also offers practical insights for financial advisors and marketers seeking to strengthen long-term client relationships.</jats:p>
</jats:sec>
Keywords:
brand experience
trust
affective commitment
repurchase intention
financial advisory industry
Journal
IF:
6.9
Papers:
807
Citations:
5.3K
Organization
Cited Papers