The growing market for personal devices has risen the focus of brands to provide a broader line of products of gadgets to be sold to consumers. Personal devices are the digital tools of productivity and is inseparable to their users in the current world that is transforming towards the digital age. The purpose of this paper is to study the relationship between Brand Experience, Continuance Commitment, Affective Behavior and brand loyalty. A survey based quantitative approach is conducted to test the hypotheses of the theories within the personal devices industry. These variables have already been studied to have connections towards brand loyalty.
To asses this issue, this quantitative research analyzed the relationships of the variables by surveying 150 consumers who has experiences of making their own decision when they purchased personal devices. The findings of this research indicate that Continuance Commitment and Affective Behavior has a significant and positive impact towards brand loyalty, while brand experience by itself does not prove to have a significant positive impact towards brand loyalty. Based on the findings of this research the author expects this research to contribute towards future researches that observes similar variables and their relationship. And this research also offers additional guidelines to managers on how to improve and preserve brand loyalty


Keywords: Brand Experience, Continuance Commitment, Affective Behavior, Brand loyalty, SPSS