Responsible and active brand personality: On the relationships with brand experience and key relationship constructs
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DOI: 10.1016/j.jbusres.2017.08.027
Abstract: Abstract Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However,… read more here.
Keywords: responsible active; brand personality; relationship; brand ... See more keywords
Uncovering the roles of retail brand experience and brand love in the apparel industry: Non-linear structural equation modelling approach
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DOI: 10.1016/j.jretconser.2019.01.014
Abstract: Abstract providing a pleasant shopping experience for consumers is vital in the apparel retail industry. A comprehensive multi-dimensional scale to measure “retail brand experience” (RBE) was recently introduced; however, this scale lacks application. Hence, the… read more here.
Keywords: mouth communication; experience; retail brand; word mouth ... See more keywords
Exploring advertising as an antecedent to brand experience dimensions: an experimental study
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DOI: 10.1057/s41264-018-0056-7
Abstract: The objective of the study is to investigate the impact of advertising on brand experience dimensions for an existing bank and a financial technology (Fintech) brand. A 2 × 2 between-subject experimental study was conducted that analyzed… read more here.
Keywords: experience dimensions; brand experience; study; advertising ... See more keywords
Influencer Marketing, EWOM, E-Brand Experience, and Retail E-Brand Loyalty: Moderating Influence of E-Brand Love
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DOI: 10.1080/15332667.2024.2405292
Abstract: Abstract This article, through developing a conceptual model, attempts to examine how influencer marketing impacts electronic word-of-mouth (EWOM), consumer E-brand experience, and E-brand loyalty, while considering the moderating influence of E-brand love. The study involved… read more here.
Keywords: brand loyalty; brand; influencer marketing; brand experience ... See more keywords
Enhancing customer happiness through green practices, engagement, brand experience and attachment in South Africa’s hotel sector: a mediation approach
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DOI: 10.1080/23311886.2025.2482118
Abstract: Abstract Green hotels attract environmentally conscious customers who claim to find happiness in them. Environmentally conscious customers derive happiness from the idea that brands contribute immensely to the environment’s well-being. The study investigates the impact… read more here.
Keywords: engagement brand; customer happiness; experience attachment; happiness ... See more keywords
Brand experience and brand loyalty: is it a matter of emotions?
Sign Up to like & getrecommendations! Published in 2020 at "Asia Pacific Journal of Marketing and Logistics"
DOI: 10.1108/apjml-11-2019-0669
Abstract: PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand… read more here.
Keywords: brand; brand loyalty; brand experience; experience brand ... See more keywords
Brand experiences and repurchase intention in the financial advisory industry: a South African perspective
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DOI: 10.1108/ijbm-07-2025-0517
Abstract: This study investigates how human financial advisors can increase repurchase intention through brand experiences, trust and affective commitment, considering the increase of digital disruption from robo-advisors. The study investigates how brand experience, as a means… read more here.
Keywords: affective commitment; brand; repurchase intention; brand experience ... See more keywords
Beyond gambling: mediating roles of brand experience and attitude
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DOI: 10.1108/ijchm-07-2017-0473
Abstract: Purpose The purpose of this paper is to explore the effect of customers’ perception of the integrated resort by focusing on brand-related variables, namely, brand reputation, brand experience, brand attitude, and behavioral intention. Integrated resorts… read more here.
Keywords: brand; attitude; brand experience; integrated resort ... See more keywords
Impact of smartphone brand experience on brand equity
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DOI: 10.1108/jima-04-2017-0045
Abstract: Purpose The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach… read more here.
Keywords: brand experience; brand equity; brand; experience brand ... See more keywords
Modeling brand experience and brand equity association in the banking industry: mediating role of brand identification, attachment and engagement
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DOI: 10.1108/jm2-07-2024-0231
Abstract: Purpose This study aims to assess the relationship between brand experience and brand equity in the private banking industry, focusing on the potential mediating effects of brand identification, attachment and engagement. Design/methodology/approach Data was conveniently… read more here.
Keywords: experience brand; brand experience; brand equity; brand ... See more keywords
The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry
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DOI: 10.1108/sbm-11-2020-0115
Abstract: PurposeUnderstanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and… read more here.
Keywords: satisfaction; golf; uncertainty; brand experience ... See more keywords