Makale detayı · 2011
The effects of brand experiences trust and satisfaction on building brand loyalty an empirical research on global brands
Dergi
Procedia-Social and Behavioral Sciences- Yıl
- 2011
- Tür
- conference-paper
Veri kaynağı ayrımı
- YÖKSİS YÖKSİS makale kaydı
- YÖKSİS dergi adı Procedia-Social and Behavioral Sciences
- OpenAlex OpenAlex zenginleştirmesi (özet, atıf, konular)
Özet
OpenAlex · İngilizce
Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types create the relationships between brand experiences, satisfaction, trust and loyalty. Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. Brand experience affects satisfaction, trust and loyalty. From the customer viewpoint, brands are relationship builders. In this present research, we propose the effects of brand experiences to build long-lasting brand and customer relationship with brand trust, satisfaction, and loyalty. The study was conducted on 258 respondents. As a result of this study, brand experiences, satisfaction, trust have positively effects brand loyalty.
Konular
Atıflar
OpenAlex cited_by_count. WoS veya Scopus atıf sayısı değildir; o kaynaklar için ayrı kolon yoktur.
538 atıf
OpenAlex cited_by_count (önbellek / veritabanı)
Yerel katalogda bu makaleye atıf yapan 31 yayın (OpenAlex referans eşleşmesi; tam dünya listesi değildir).
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- EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION BRAND TRUST AND BRAND LOYALTY 2015
- Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market? 2013
- Does Brand Communication Increase Brand Trust? The Empirical Research on Global Mobile Phone Brands 2012
- Investigating the impacts of brand experience and service quality. 2017
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- THE ROLES OF BRAND EXPERIENCE IN FORMING LOYALTY INTENTION 2014
- A Research on the Relationship Between Brand Experience and Brand Name With Customer Satisfaction 2013
- Is brand experience a good mediator? An empirical study on ISP sector 2022
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