Results 231 to 240 of about 51,879 (277)

Transcendent customer experience and brand community

Journal of the Academy of Marketing Science, 2007
Transcendent customer experiences (TCEs), which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes, including subjective self-transformation. With data from a pre-test/post-test quasi-experimental field experiment we examine the impact of TCEs on customers’ integration in a brand community.
Schouten, John, McAlexander, James H., Koenig, Harold F.   +2 more
openaire   +2 more sources

How store attribute affects customer experience, brand love and brand loyalty

Journal of Islamic Marketing, 2023
Purpose This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores. Design/methodology/approach This research uses quantitative methods. The technique of determining the sample used is purposive sampling.
Ahmad Khabib Dwi Anggara, Ririn Tri Ratnasari, Ismah Osman   +2 more
openaire   +1 more source

Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification

International Journal of Contemporary Hospitality Management, 2020
Purpose This study aims to investigate ways in which hotel loyalty programs can be designed to enhance customer’s identification with a hotel brand and develop a sustainable customer-brand relationship. Design/methodology/approach The study adopted a cross-sectional design survey questionnaire for data collection and used structural equation ...
Minjung Shin, Ki-Joon Back, Choong-Ki Lee, Young-Sub Lee   +3 more
openaire   +1 more source

How luxury brands build customer-based brand equity through phygital experience

Journal of Strategic Marketing, 2022
Digitization has significantly impacted the purchasing behavior of luxury consumers. Now, luxury brands are trying to maximize consumers’ experiential value through ‘phygital’ marketing. Considering this trend, it is crucial to analyze how luxury brand websites are structured and perceived by consumers.
Hyun, Hyowon, Park, Jungkun, Hawkins, Matthew, Kim, Dongyoup   +3 more
openaire   +1 more source

Brand Experience and Customer Equity Prediction

2016
Abstract The objective of this research is to explore the relationship between brand experience and customer equity (value equity, brand equity, and relationship equity). We examine the impacts of different contact points’ experiences (media contact, physical environment contact, people contact, and product usage contact) and ...
Chen, Arthur Cheng Hsui, Chen, Shaw K., Ma, Chien Lin   +2 more
openaire   +2 more sources

Creating consumer-based brand equity for customers by brand experience

Journal of Islamic Marketing, 2019
Purpose The purpose of this paper is to investigate the effect of brand experience on brand equity dimensions in the perspective of customers (including brand identification, physical quality, staff behavior quality, brand awareness, ideal self-congruence and life style-congruence) on brand satisfaction and loyalty in Iranian banking industry ...
Davood Feiz, Hadi Moradi
openaire   +1 more source

Customer Experience — Holistic Brand Management

2003
For most companies, brand management is about positioning, advertising, packaging, and catchy logos and slogans. Today, that is not enough. In fact, we will go so far as to say that much of the money and energy spent in these areas are wasted. To drive profitable loyalty, businesses must take a more integrated, strategic view of brand management that ...
Gerald Corbae, Jakob B. Jensen, Dirk Schneider   +2 more
openaire   +1 more source

Internal brand equity defines customer experience

Direct Marketing: An International Journal, 2009
PurposeBrands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves.
openaire   +1 more source

Improving customer experience through branding and technology

In Practice, 2014
How often do you review your practice systems with a view to enhancing clients’ experiences and improving client loyalty? This article considers how better use of telecoms can help strengthen the practice brand and hence its reputation.
Dawn Grossart, John Greenshaw
openaire   +1 more source

Managing Customers Brand Experience for Creating Brand Resonance in Smartphones

International Journal on Customer Relations, 2016
The present study is aimed at analyzing the relationship between three constructs, i.e. brand experience, customer experiential value, and brand resonance. The study was undertaken in two stages, in the first stage a qualitative study was conducted to identify the smart phone brands which offered rich brand experience. Further in the quantitative study,
Alka Sharma, Vibhuti Jasrotia
openaire   +1 more source