Online Brand Experience: Drivers and Consequences
نویسندگان
چکیده
منابع مشابه
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation ofTwo Critical Brand Equity Drivers
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....
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This research adopts a brand relationship perspective to investigate how users of a social network site (e.g., Facebook and Twitter) perceive the quality of their relationship with those sites and their intention to continue to use them, as well as the intention to continue using the hosted brands that they “follow” through the social network site. In addition, the role of matching a user’s per...
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Although brand equity is a widely accepted concept, its definition is frustratingly elusive (Knowles, 2008). Our aim thereby is to point the direction for future research on the conceptualization of brand equity, as well as to encourage theoretical and empirical studies that assess its possible consequences. We argue for the need to distinguish between brand equity and brand value, which, altho...
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The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...
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Consider the much-discussed case of the distracted driver, who is alleged to successfully navigate his car for miles despite being completely oblivious to his visual states. Perhaps he is deeply engrossed in the music playing over the radio or in philosophical reflection, and as a result he goes about unaware of the scene unfolding before him on the road. That the distracted driver has visual e...
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ژورنال
عنوان ژورنال: Jurnal Dinamika Manajemen
سال: 2018
ISSN: 2337-5434,2086-0668
DOI: 10.15294/jdm.v9i2.15192