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
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