The purpose of this research is to investigate the relationship between brand experience, authenticity, equity, and how those factors effect on customer satisfaction. measurement model conceptual depicting hypothesized relationships were evaluated based responses from 295 customers using confirmatory factor analysis structural equation modeling, accordingly. By empirical analysis, study develop...

IKEA is a fast-growing multinational home furnishings company started in 1943 Sweden. Using comparative analysis of the brand Malaysia and China, this research intends to analyze relationship between attitude, experience, love, word mouth. The data collected from China (N=100) revealed that love impact This paper contributes consumer-brand relationships literature by exploring role retail brand...

How to increase positive word-of-mouth of customers for a brand is an interesting question not only business managers but also researchers. Based on the consumer value theory, authors try consolidate hypothesis “Customer perceived value, experience influence attachment, customer satisfaction, and customers’ in context smartphones market Ho Chi Minh City”. The applied PLS-SEM (Partial Least Squa...

In this paper, we develop a structural model of household behavior in an environment where there is uncertainty about brand attributes, and both prices and advertising signal brand quality. Four quality signaling mechanisms are at work in the model: 1) price signals quality, 2) advertising frequency signals quality, 3) advertising content provides direct (but noisy) information about quality, a...

Abstract This study aims to explore, in the case of Over-The-Top (OTT) sector, Millennials’ perceptions brand experience relation well-established Netflix. In particular, work addresses a clusterization Millennials on basis their with brand. The first explores theoretical background, highlighting current perspectives industry and as strategic process for creating holistic customer value, achiev...

Prior research has identified that brands have a differential impact on consumer evaluations across various brand benefits. But no work has considered whether these effects are stable over time, or evolve in a consistent way. We address this question by decomposing consumer evaluations of brand benefits into overall brand and detailed attribute-specific sources in order to understand whether br...