Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study

This research aims at exploring the nonlinear relationship between brand experience and outcome variables, i.e. consumer satisfaction and brand loyalty. The aim is to demonstrate that increased brand experience does not always lead to positive responses from customers in terms of satisfaction and loyalty drawing from the “too-much-of-a-good-thing” meta-theoretical principle. Data were collected from 274 participants through questionnaires...