How to strengthen brand loyalty based on CBBE: An innovative evaluation model for mapping the customer journey and loyalty spiral

With customer experiences and omnichannel retailing becoming increasingly fragmented, this study develops an innovative evaluation model for brand loyalty, integrating consumer-based brand equity (CBBE), customer journey, and the loyalty spiral framework. It conceptualizes brand resonance as an emotionally driven, multi-touchpoint spiral that evolves through consumers’ continuous engagement with the brand at various stages of interaction. It used a hybrid methodology that combined structural equation modeling and the fuzzy linguistic preference relations–analytic network process. Drawing on empirical data from the S Chain Coffee Shop, the proposed model identified four key dimensions—emotional resonance, behavioral continuity, touchpoint quality, and experience value—along with 12 critical subfactors. The findings indicated that emotionally rich experiences, such as joyful participation, personalized services, and community engagement, had a greater impact on brand loyalty than functional attributes. This study contributes to the literature on CBBE by presenting a cyclical, emotion-centered loyalty model that reflects current consumer behavior in digital environments. It also provides a practical three-phase roadmap for creating emotional value, comprising gamified engagement before purchase, value-added incentives during purchase, and loyalty recognition after purchase. Furthermore, it offers a replicable approach for mapping loyalty spirals across diverse industries, supporting sustainable competitive advantage through experiential innovation.