The Role of Event in Building Brand Satisfaction, Trust and Loyalty of Isotonic Drink

Event is able to communicate the best experience possessed of a brand to consumers so that they are able to recall the brand in a long time that led to the formation of trust, satisfaction and loyalty towards the brand. This study shows that a brand activation event has positive effect on brand trust and brand satisfaction, and brand experiences has positive effect on brand satisfaction and brand loyalty. Affective dimensions of brand in brand experience should be strengthened in an event to make consumers increasingly believe in a brand and promoted to be loyal to the brand. The presence of affective dimensions in brand experience is very influential to strengthen customer confidence in the brand which leads to increase loyalty towards the brand.


Introduction
Marketing is an important element that can enhance a brand's competitive in the market competition. However, the marketing of food and beverage products is now beginning to face many challenges, especially product of isotonic drink. Vel and Sharman (2010) argued that the marketing of products has begun to pose many challenges because of saturated market conditions, the overwhelming availability of substitutes, and diminishing opportunities for differentiation. In addition, Villa-Lopez and Rodriguez-Molina (2013) suggested that consumers have been saturated with advertising messages in conventional communication media and as a result, they have become hardened to advertising. Based on the angle of view to forming a relationship marketing, brand manager must seek new and innovative ways to creating long-lasting, mutually-benefecial relationship (or bonds) with a most important asset: namely, their customers (Mitchell & Orwig, 2002).
The relationship can be formed through the communication form of human activity that associated with a lot of people (Kotler & Keller, 2012). Consumers are considered to have received a marketing communications brand if it has to know the advantages of the branded products so that they buy a product with that brand (Wernerfelt, 1996). Several relationship marketing scholars agree that communication is a fundamental aspect of relationship development (Andersen 2001). Brand activation is able to improve communication to consumers in a better way, increase sales and locate the brand in a certain position that company wanted (Liembawati et al., 2014) and event is one of brand activation form.
Becoming part of a personally relevant moment in consumer's lives through event and experiences can broaden and deepen a company or brand's relationship with the target market (Kotler & Keller 2012). Appropriate brand communication strategy for the company in communicating important information of the brand is event (Piesiewicz, 2010). Event is often used to allow consumers dealing directly with the brand of a product that is capable of forming a special relationship intensively to make consumers become part of the brand itself (Wenats et al., 2012). Event is the best option to deliver and communicate the best experience possessed of a brand to consumers (Johnson, 2008). design and identity, packaging, communications, and environments (Brakus et al., 2009). Through brand experience, consumers is capable to remember the brand for a long time that led forming trust, satisfaction and consumer loyalty to the brand (Brakus et al., 2009, Chinomona, 2013. Lee and Kang (2012) revealed that brand experience positively able to encourage consumers to trust and commit to a brand that led to the behavior of brand loyalty.
Event that used as the object of this research is a brand activation form of one of isotonic drink brand in Indonesia. This event is intended to provide an opportunity for consumers to contact directly with isotonic drink brand and feel the experience from the brand. Event is expected to educate consumers about the benefits of isotonic drink brands and increase consumer knowledge about the brand. The main theme of this event is to encourage people to move or exercise and understand the importance of body fluids in supporting all their daily activities, especially exercise through this isotonic drink brand. This event was contained with aerobic, selling package of isotonic drink which combined with coupon for games with prizes and doorprize coupon.
This study is trying to explain the relationship of brand experience to brand satisfaction, brand trust and brand loyalty, the relationship among brand activation based on brand experience to brand satisfaction and brand trust, the relationship between brand satisfaction to brand loyalty and the relationship between brand trust to brand loyalty in event that conducted by an isotonic drink brand in Indonesia.

Relationship of Brand Experience with Brand Satisfaction, Brand Trust and Brand Loyalty
Brand experience is strong predictor of actual buying behavior, which in turn is a better predictor for satisfaction. Brand experience has a behavioral influence, which affects consumer satisfaction and loyalty directly and indirectly through brand personality (Brakus et al., 2009). Positive brand experience will produce positive cognitive and emotional state that led to the psychological satisfaction to the brand (Kim, 2005). Ha (2004) suggested that the relationships formed between consumers and brand depends on the perceived consumer brand trust after feeling experience with the brand. Consumers who enjoy the affective experience of a brand will feel that the brand can be trusted. When the consumer perceived affective feelings toward the brand increasing, it made the relationship between consumers and the brand be stronger so that they will become increasingly believe in the brand (Lee & Kang, 2012).
Relationship between brand experience to brand loyalty showed in Brakus et al. (2009) research that brand experience has positive impact to brand loyalty. Iglesias et al. (2011) suggested the relationship between brand experience and brand loyalty was completely mediated by affective commitment and brand experience will lead to true brand loyalty if affective commitment between the brand and its consumer has also been developed. As a result, the following hypotheses are proposed: H1: Brand experience has positive effect on brand satisfaction. H2: Brand experience has positive effect on brand loyalty. H3: Brand experience has positive effect on brand trust.

Relationship of Brand Activation in Brand Experience Approach with Brand Satisfaction and Brand Trust
The method used in brand activation is providing a positive experience at the meeting point between brand and consumer, so it means brand experience is an integral component of brand activation (Liembawati et al., 2014). This research uses brand activation in brand experience approach to measure the role of the event. Liembawati et al. (2014) showed that brand activation based on brand experience has a significant and positive effect to brand satisfaction and brand trust. Based on these findings, the following hypothesis is proposed in this study: H4: Brand activation with brand experience approach has positive effect on brand satisfaction. H5: Brand activation with brand experience approach has positive effect on brand trust. Chinomona et al. (2013) suggested that brand satisfaction has strong influence on brand trust. Higher level of brand satisfaction is associated with higher levels of brand trust (Chinomona, 2013). Brand satisfaction has positive relationship with brand loyalty. Customers who feel more satisfied then will obviously have a high loyalty towards the brand. Marketing managers should maintain customer satisfaction which is strongly related with actual repurchase behavior (Lee & Lee, 2013). Ismail et al. (2012) proved that the brand satisfaction has a high correlation in forming strong relationship between consumer and brand, which influence consumer loyal behavior to brand. With the recognition of previous discussion, following hypotheses are proposed: H6: Brand satisfaction has positive effect on brand trust. H7: Brand Satisfaction has positive effect on brand.

Relationship of Brand Trust with Brand Loyalty
Brand trust is a secure feeling of brand when it meets consumer expectations (Delgado-Ballester & Munuera-Aleman, 2001). Taylor et al. (2004) explain that brand trust gives the greatest influence in the formation of brand loyalty. This is also supported from Delgado-Ballester and Munuera-Aleman (2001) that trust is the most important variable in developing a relationship with the customer for a long period, such as brand loyalty. The formation of consumer commitment behavior to a brand that has implications for brand loyalty does not just glued to the formation of a functional relationship of brand satisfaction but also need personal relationship of brand trust (Story & Hess, 2006). In line with these findings, the study tests the subsequent hypothesis: H8: Brand trust has positive effect on brand loyalty.

Data Collection
The data in this study were drawn from two sources, namely primary data and secondary data. Primary data were obtained directly from consumers who follow the event through questionnaires. Secondary data obtained is literature or references that are intended to support research. Primary data is collected through filling questionnaire in five cities of Indonesia: Lampung, Padang, Bandung, Cirebon and Purwokerto which are the venue for the event. The data only talk about brand experience, brand activation in brand experience approach, brand satisfaction, brand trust and brand loyalty after following the event which are the object of research.

Measurement
Respondents are selected by non-probability method of accidential or convenience. This technique do sample collection based on right time, right situation and right place (Prasad and Jannah 2005). The number of samples taken in this study was 454 samples. Form of questions in the questionnaire is the question that the answer already set using 5-point Likert scale (1 = strongly disagree to 5 = strongly agree). Requirements to be a respondent in filling the questionnaire are:  Aged 17 years and over (have the ability to make their own decisions when buying)  Following the event at least twice

Data Analysis
The data analysis technique used in this study is Structural Equation Modeling (SEM) and cross-tabulation analysis. SEM method is the development of path analysis and multipleregression which is equally a form of multivariate analysis model. In general, SEM can be used to analyze the research model that has multiple independent variables, dependent variables and moderating or intervening variables (Haryono & Ward, 2012). SEM is able to estimate the relationship between variables that are a multiple relationship and describe relationship of social variables that generally can not be measured directly (latent) (Liembawati et al., 2014). Hair et al. (2006) suggested that SEM can identify relationships between latent construction such as identifying the relationship between the independent and dependent variables in a multiple regression analysis and SEM is the best step in identifying empirically the theoretical model involving both measurement models and structural models in a single analysis. Indratno and Irwinsyah (1998) explain that a cross-tabulation analysis is used to look relationship between variables or factors and obtain the degree of linkage or association between variables or factors were measured.

Goodness of Fit Model
The model of this research should be evaluated by goodness of fit analysis. This analysis is intended to determine the model can be trusted or not. Goodness of fit analysis of the model that used are the root mean square residual, root mean square error of approximation, the goodness of fit index, adjusted goodness of fit index, comparative fit index, and the normed fit index. The results of the analysis of the suitability of the model can be observed in Table 1 and all values of goodness of fit analysis of the model are good fit.

Structural Equation Model
Brand experience has positive effect on brand satisfaction (0.12). Hypothesis 1 is considered significant because |t-statistics| of this hypothesis is 2.32 (bigger than t-table 1.96). Beside that, brand experience has positive effect on brand loyalty (Hypothesis 2) with the value of path coefficient is 0.60. The |t-statistics| of Hypothesis 2 is higher too from t-table 1.96 (10.41). However, result of Hypothesis 3 is different from Hypothesis 1 dan 2. Based on this result, brand experience has negative effect on brand trust (-0.20). Value of Hypothesis 3 |t-statistics| is 4.38, it shows that the negative effect between brand experience and brand trust is significant.

Figure 2. Structural model result
Relationship of brand activation in brand experience approach with brand satisfaction has positive effect (0.40), it is based on |t-statistics| value of Hypothesis 4 is 6.53 (higher than t-table 1.96). Hypothesis 5 is supported (|t-statistics| is 7.31), it means brand activation in brand experience approach effect brand trust (0.60).
Comparing path coefficient between Hypothesis 4 and 5, relationship of brand activation in brand experience approach with brand satisfaction has higher effect than relationship of brand activation in brand experience approach with brand trust. Result of Hypothesis 6 show brand satisfaction has positive effect on brand trust (0.13) with |t-statistics| is 2.72 (> 1.96). Then the resulf of Hypothesis 7 is supported too, it means brand satisfaction has positive effect on brand loyalty (0.15) with |t-statistics| is 3.27 (> 1.96). Effect of brand satisfaction to brand trust is higher than effect of brand satisfaction to brand loyalty. Result of Hypothesis 8 is rejected because the |t-statistics| is 1.64 (<1.96). The path coefficient of this hypothesis is -0.08, it shows brand trust has negative effect on brand loyalty.  Cross-tabulation analysis in this study is intended to determine the effect of consumer behavior on destination to consume the brand, condition when consuming the brand, and reason to choose the brand than any other brand to brand satisfaction, brand trust and brand loyalty. Consumer behavior on condition when consuming the brand and reason for choosing the brand than other brands significantly influence brand satisfaction, brand trust and brand loyalty. In contrast, the consumer behavior on consuming destination of the brand only has significant effect on brand loyalty and brand satisfaction, but not significant effect to brand trust.

Discussion and Conclusion
This research proves the statement of Liembawati et al. (2014) that brand activation like event in brand experience approach (dimensions of sensory, affective, behavioral and intellectual) has positive effect on brand satisfaction and brand trust. Brand experience that consumers felt through event can increase brand satisfaction and brand trust. The event held by the brand is clearly able to drive satisfacton and trust toward the brand which do the event. When seeing from viewpoint of brand activation in brand experience approach, consumers will be satisfied and belief toward the brand, but by seeing from viewpoint of the brand itself, it's different. It's showed from the result of Hypothesis 3 and 8.
Result of Hypothesis 3 shows brand experience has negative effect to brand trust. This result is different with the research of Chinomona (2013) that said brand experience has positive effect to brand trust. Lee and Kang (2012) suggested behavioral brand experience leads consumer itu behavioral and physical responses so that brand trust may be less related to the behavioral brand experience. The behavioral dimension means when a consumer uses a brand, it makes the consumer physically active (Lee & Kang, 2012) and includes bodily experiences, lifestyles and interaction with brand (Zarantonella & Schmitt, 2010). Relationship between brand experience and brand trust will be more positive if affective dimension increase. Lee and Kang (2012) said consumer who enjoy greater affective brand experience thinks that the brand is more trustful and the relationship between consumer and brand will be strengthened and come to trust the brand when consumer feel brand are affective. If the consumer can enjoy greater both affective and behavioral dimension of brand experience, the commitment between consumer and brand also highly increases (Lee & Kang, 2012).
Negative effect of brand experience to brand trust also influence relationship of brand trust and brand loyalty (Hypothesis 8). This incompatibility is confirmed by the result of cross-tabulation analysis (Table 3). This analysis shows the connection between consumer behavior in destination to consume the brand and brand trust is not significant. Chaudhuri and Holbrook (2001) defined brand trust as most consumer desire to rely on the ability of the brand in performing its stated function. In other words, consumers who believe in a brand and want to buy the brand because they want the needs or goals that customer owned are met by the capabilities of the brand. Consumers who believe will loyal and willing to buy a brand at a premium price (Alam & Yasin, 2010).
This study show brand experience has negative effect to brand trust but has positive effect to brand satisfaction and brand loyalty. In this research, the positive effect of brand experience to brand loyalty is bigger than brand experience to brand satisfaction. This result is same like Brakus et al. (2009) research that showed the direct effect of experience on loyalty is higher than direct effet of experience on satisfaction. Brand experience has a greater influence on brand loyalty compared to brand satisfaction because of the similarity between the dimensions of brand experience (dimensions think, feel and act) on brand loyalty (cognitive, affective, conative (behavioral intention) and action) (Nysveen et al., 2013).
The event is an excellent medium in increasing satisfaction, trust and loyalty brand, especially isotonic drinks brand. Event is able to provide experiences that encourage consumers to be more satisfied, trusting and loyal to the brand. Regardless of the success of an event, marketers should also pay attention to the existence of the brand itself in the event. Brands featured in the event must be able to drive satisfaction, trust and loyalty to the brand.

Managerial Implications
The event was conducted by isotonic drink brand has positive effect on consumer confidence and satisfaction towards the brand. This event have performed and accepted by consumers well. But this event remains to be further developed, especially increasing affective brand experience in event. Affective dimension of brand experience is clearly able to grow the brand trust that implies a commitment to be loyal to the brand. Combination of affective and behavioral brand experience is needed to improve relationship between consumers to the brand. Brand loyalty is formed from brand satisfaction and brand trust and can't be focused only on brand activation but should also focus on building the brand itself in the eyes of consumers through brand experience such as event.

Limitations
This study has several limitations. First, the study was only done on one particular brand that is one of isotonic drink brand in Indonesia. Second, this study only took respondents from five cities as targets of research, whereas events held by the brand took place in 15 cities in Indonesia. Third, the presence of other variables not measured in this study that can influence respondent's assessment of the brand because respondents do not only get information about a brand by following the events but can also get information from other media such as television advertisements, radio or word of mouth.