Results 21 to 30 of about 84,149 (266)

Co-creating brands: Diagnosing and designing the relationship experience. [PDF]

, 2009
The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic [Vargo, S.L., Lusch, R.F., Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1–17.]. One
Adrian Payne, Kaj Storbacka, Pennie Frow, Simon Knox, Frow, P, Knox, S, Storbacka, Kaj, Frow, Pennie, Knox, Simon, Payne, Adrian, Payne, A   +10 more
core   +1 more source

THE EFFECTS OF BRAND EXPERIENCE ON BRAND LOYALTY MEDIATED BY BRAND PASSION, SELF-BRAND CONNECTION, BRAND AFFECTION, AND CUSTOMER SATISFACTION ON SMARTPHONE USERS IN INDONESIA

Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK), 2022
This study examines the impact of brand experience on brand loyalty with the mediation effect of brand passion, self-brand connection, brand affection, and customer satisfaction of smartphone users in Indonesia.
Aditya Revaldi, Kurniawati Kurniawati, Latifianisa Hayuningtyas, Putri Kusumastuti Suhardi, Atikah Gantini   +4 more
doaj   +1 more source

A roadmap of brand experience

, 2023
This chapter focuses on the construct of brand experience. It starts with an analysis of the origins of brand experience and the initial conceptualization and measurement developed in the literature. The chapter then moves onto further conceptualizations
Andreini, Daniela
core   +1 more source

Investigating the relationship between brand experience, brand authenticity, brand equity, and customer satisfaction: Evidence from Vietnam

Cogent Business & Management, 2022
The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction.
Van- Dat Tran, Ngoc Truc Thao Nguyen
doaj   +1 more source

The impact of brand communication on brand equity through Facebook [PDF]

, 2015
Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.
Dabrowski, D, Schivinski, B, Bruno Schivinski, Schivinski, Bruno, Dariusz Dabrowski, Dabrowski, D.   +5 more
core   +1 more source

The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands

Cogent Business & Management, 2023
The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity ...
Sally Mohamed Amer, Amany Ahmed Elshimy, Moataz El Sayed Mohamed Abo El Ezz   +2 more
doaj   +1 more source

Transfer of brand knowledge in business-to-business markets: A qualitative study [PDF]

, 2009
This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study").
Michael Bourlakis, Melewar, TC, Gupta, S, T.C. Melewar, Bourlakis, M, Suraksha Gupta, Gupta, Suraksha   +6 more
core   +1 more source

Analysis Of The Influence Of Social Media Marketing And Co-Creation Behavior On Brand Equity Through Mediation Brand Experience Of Automotive Products In Indonesia [PDF]

E3S Web of Conferences
This study investigates the impact of social media marketing and co-creation activity on brand equity in the automotive industry in Indonesia. In this relationship, brand experience is the mediating variable. The study employed a quantitative methodology,
Yap Yonathan William, Suwarno
doaj   +1 more source

THE EFFECT OF BRAND EXPERIENCE AND PERCEIVED VALUE ON BRAND LOYALTY MEDIATED BY BRAND TRUST

Jurnal Aplikasi Manajemen, 2021
This study aimed to investigate the direct effect of brand experience and the perceived value of customers on brand loyalty and the indirect effect through brand trust as mediating variable.
Rima Sera Pratiwi, Ubud Salim, Sunaryo Sunaryo   +2 more
doaj   +1 more source

Analisis Faktor-Faktor yang Memengaruhi Brand Loyalty Skincare Skintific pada Generasi Z

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
This study analyzes the influence of brand experience, brand personality, brand image, and customer experience on brand loyalty in Skintific skincare. The method applied in this study is quantitative.
Khafifatuzzahra Citadiantoro, Totok Haryanto, Erny Rachmawati, Suyoto Suyoto   +3 more
doaj   +1 more source