*Corresponding author. E-mail address: sami_kh21@yahoo.com (S. Khalili) © 2013 Growing Science Ltd. All rights reserved. doi: 10.5267/j.msl.2013.08.031 Management Science Letters 3 (2013) 2381–2386 Contents lists available at GrowingScience Management Science Letters homepage: www.GrowingScience.com/msl Investigating the effects of brand experience, trust, perception image and satisfaction on creating customer loyalty: A case study of laptop market Samaneh Khalili a* , Ahmad Rahchamani a and Masoumeh Sadat Abtahi b a Department of strategic Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran b Department of Humanities, Zanjan Branch, Islamic Azad University, Zanjan, Iran C H R O N I C L E A B S T R A C T Article history: Received May 15, 2013 Received in revised format 17 August 2013 Accepted 18 August 2013 Available online August 20 2013 This paper presents an empirical investigation on the effects of brand experience, trust, perception image and brand satisfaction on creating customer loyalty on Iranian laptop market. The proposed study of this paper prepares a questionnaire in Likert scale and distributes it among some university students in province of Qazvin, Iran. The implementation of structural equation modeling for the proposed study of this paper has been accomplished based on LISREL software. Cronbach alphas for experience, satisfaction, loyalty, trust and perception from brand are calculated as 0.71, 0.83, 0.76, 0.69 and 0.86, respectively and they validate the overall questionnaire. The results of the survey on testing various hypotheses indicate that brand experience has positive and meaningful relationship with brand satisfaction, trust, perception image and loyalty. In addition, satisfaction, perception image and trust have positive meaningful with brand loyalty. © 2013 Growing Science Ltd. All rights reserved. Keywords: Perception image Brand experience Brand image Brand satisfaction 1. Introduction Marketing academics and practitioners have repeatedly reported that consumers look for brands that provide them with unique and remarkable experiences. As a result, the concept of brand experience has become popular among marketers (Schmitt, 1999; Rajagopal, 1999; Rundle-Thiele & Bennett, 2001). Zarantonello and Schmitt (2010), for instance, performed a survey with actual consumers tried to understand whether various consumers prefer different experiential appeals and whether experiential kinds moderate the relationships between brand attitude and purchase intention. They found that there were five kinds of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between behaviors and intentions was strongest for holistic consumers and it was the weakest for utilitarian consumers (Yoo & Donthu, 2001). Yoo et al. (1998) examined how different characteristics of retail environments affected consumers’