...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Procedia - Social and Behavioral Sciences >The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands
【24h】

The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands

机译：品牌体验，信任和满意度对建立品牌忠诚度的影响;全球品牌的实证研究

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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.
机译：市场营销学者和从业人员已经认识到，消费者正在寻找能够为他们提供独特而难忘的体验的品牌。结果，品牌体验的概念已成为营销人员的极大兴趣。当前的调查是在实际消费者中进行的，旨在解决以下问题：不同的消费者是否喜欢不同的体验吸引力，以及体验类型是否会在品牌体验，满意度，信任度和忠诚度之间建立联系。品牌体验被概念化为与品牌相关的刺激所引起的感觉，感觉，认知和行为反应，这些刺激是品牌设计和标识，包装，传播和环境的一部分。品牌体验会影响满意度，信任度和忠诚度。从客户的角度来看，品牌是建立关系的人。在本研究中，我们提出品牌体验的作用，以建立具有品牌信任，满意度和忠诚度的持久品牌和客户关系。这项研究是针对258位受访者进行的。这项研究的结果是，品牌体验，满意度，信任度对品牌忠诚度具有积极影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号