Results 251 to 260 of about 6,294,560 (306)

Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love

International Marketing Review, 2021
PurposeNation brand building is a complex task as it involves multiple stakeholders. In the context of globalisation, a strong nation brand has important implications not only for attracting foreign businesses and tourists but also for the brands ...
R. Yadav, J. Paul, A. Mittal
semanticscholar   +1 more source

Investigating the Impacts of Hotel Brand Experience on Brand Loyalty: The Mediating Role of Brand Positioning

International Journal of Hospitality & Tourism Administration, 2021
In this increasingly globalized and uncertain market, the hotel industry is facing tremendous competitive pressure. To develop a competitive advantage, hotels may adopt an innovative branding strategy.
Kuo-Ning Liu, Clark Hu
semanticscholar   +1 more source

Role of Brand experience in Fashion brands

Restaurant Business, 2019
Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario?
G. Aiswarya, Dr. Jayasree Krishnan
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Building consumer–brand relationships through brand experience and brand identification

Journal of Strategic Marketing, 2018
AbstractBoth academics and industry are focusing heavily on building and nurturing consumer–brand relationships.
Vikas Kumar, Arun K. Kaushik
openaire   +1 more source

Multisensory Brand Experiences and Brand Love

2018
In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century.
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Interactive Brand Experience

2005
E-marketing has evolved from an environment that was solely direct response to one that includes significant opportunities for brand development. Internet marketing uses a rich set of tools to create exceptional customer experience that results in strong relationships with the brand.
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The influence of brand experience and service quality on customer engagement

Journal of Retailing and Consumer Services, 2019
The study draws upon an existing conceptual model of customer engagement and examines how customer and firm based factors are related to customer engagement with a focus on the airline industry.
C. Prentice, Xuequn Wang, S. Loureiro
semanticscholar   +1 more source

Harmonizing Brand Experience

This chapter analyses the pivotal role of sound in shaping the customer journey and elevating brand experiences. We explain the profound influence of auditory elements, in particular sound, music, silence, or noise, on consumer perception and behavior.
Mohamed Adel Abdelrazek, Marwa Tourky, William S. Harvey   +2 more
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Football brand experiences

2010
This chapter begins by debating the types of experience offered by football, and how these might be enhanced to offer and vary the types of experience to maximum effect. It concludes by taking each of Pine and Gilmore’s six challenges for experiential branding, and discussing how these might be applied to enhance the experience of engaging with a ...
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Differentiated brand experience in brand parity throughbranded brandingstrategy

Journal of Strategic Marketing, 2014
Given the existence of brand parity/brand similarity in certain product categories, it has become difficult for brand owners to provide unique brand experience to the customers. Companies therefore are increasingly depending on brands from other companies in an effort to enhance their customers' brand experience with a view to bolstering up their own ...
openaire   +1 more source