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The Mediating Role of Brand Trust and Brand Love between Brand Experience and Loyalty: A Study on Smartphones in China [PDF]
Behavioral Sciences, 2023 Smartphones have become increasingly essential in people’s daily lives. Studying the enablers that influence students’ smartphone buying intentions can inform technology-enhanced learning development, whereas research on brand loyalty and experience is ...
Meng Na +5 more
doaj +3 more sources
Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective [PDF]
Frontiers in Psychology, 2022 The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is ...
Jin-Yuan Zhuo +3 more
doaj +2 more sources
A model bridging team brand experience and sponsorship brand experience [PDF]
International Journal of Sports Marketing and Sponsorship, 2017 Purpose Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand
Rui Biscaia +3 more
openaire +3 more sources
Brand loyalty: exploring self-brand connection and brand experience [PDF]
Journal of Product and Brand Management, 2018 Purpose This paper determines one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as a mechanism through which a self-brand connection is associated with brand loyalty.
Liezl-Marié van der Westhuizen
exaly +3 more sources
Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations
Reviews of Management Sciences, 2022 Purpose: Consumer research studies that have already been conducted on happiness have claimed that businesses should make their customers happier via experiences, but they have not addressed how specific brand experience elements may make customers ...
Imran Sarmad, Rizwan Ali
doaj +3 more sources
Do Social Media Marketing Activities Build Long-Term Relationships? An Empirical Study of Indonesian Cosmetic Brand on Gen Z [PDF]
E3S Web of Conferences, 2023 Social Media Marketing (SMM), which offers two-way communication between brand and customer, has been widely used for marketing activities as a communication channel.
Erobathriek Annisya +3 more
doaj +1 more source
DeReMa (Development Research of Management): Jurnal Manajemen, 2021 The purpose of this research is to test the effect of brand experience on brand loyalty, brand experience on brand love, brand love on brand loyalty, and brand love in mediating the influence of brand experience on brand loyalty.
Stefany Stefany +2 more
doaj +1 more source
Meningkatkan Loyalitas Merek Dengan Pengalaman Merek Melalui Cinta Merek dan Kepercayaan Merek
Jurnal Ilmiah Manajemen dan Bisnis, 2022 Purpose- The purpose of this study was to examine and analyze the effect of brand experience on brand loyalty through brand love and brand trust The study uses a descriptive quantitative method with a causal approach.Methodology - The research method ...
Lailatul Qomariyah, Didit Haryadi
doaj +1 more source
The impacts of brand experiences on customer satisfaction and electronic word of mouth
Business: Theory and Practice, 2020 The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants.
Bader Almohaimmeed
doaj +1 more source
Majalah Ilmiah Bijak, 2023 The study focuses on Millennials in Bekasi City to examine the relationship between brand experience, brand trust, brand love and brand loyalty. This study uses a quantitative approach with convenient sampling and survey methods to collect data from 100 ...
Murti Wijayanti +2 more
doaj +1 more source