This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...

In this paper, we present a comprehensive study of the relationship between an individual’s personal traits and his/her brand preferences. In our analysis, we included a large number of character traits such as personality, personal values and individual needs. These trait features were obtained from both a psychometric survey and automated social media analytics. We also included an extensive ...


 Marketing communication is all forms of activity to disseminate information and persuade consumers or customers directly indirectly about an item brand. SHOPEE made innovation by launching the latest feature, namely online loan feature in its application. In this study, author will continue examine millennial generations, both early late generations. The type research used quantitative. ...