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
Brand experience and brand loyalty: is it a matter of emotions?
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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
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
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
Cocreation of the hospitality brand experience: A triadic interaction model
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DOI: 10.1177/1356766720932361
Abstract: Although dyadic interactions among customers have widely been acknowledged to impact customer experience, the interdependence between customers and the service provider may form a symbiotic force that attenuates how an experience is cocreated. This study… read more here.
Keywords: customer; cocreation hospitality; brand experience; interaction ... See more keywords
How are e-retailer brands related to the manufacturer brands they offer?
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DOI: 10.1177/14707853221095002
Abstract: The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective,… read more here.
Keywords: manufacturer; retailer; retailer brand; brand ... See more keywords
Sensory Brand Experience: Development and Validation in the Chinese Context
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DOI: 10.3389/fpsyg.2020.01436
Abstract: Extant scales related to measuring the sensory aspect of a brand from the consumer’s perspective are typically either too abstract or too concrete. Thus, this study aimed to create a scale with a medium degree… read more here.
Keywords: development validation; brand experience; brand; sensory brand ... See more keywords
Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective
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DOI: 10.3389/fpsyg.2022.1033439
Abstract: 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… read more here.
Keywords: sports brand; virtual sports; brand; brand experience ... See more keywords