publication . Article . 2017

The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

Shieh Hwai-Shuh; Lai Wei-Hsun;
Open Access English
  • Published: 01 Apr 2017 Journal: Journal of Economics and Management (issn: 1732-1948, Copyright policy)
  • Publisher: Publishing House of the University of Economics in Katowice
Abstract
Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through...
Subjects
free text keywords: Experience marketing, Brand, Management. Industrial management, HD28-70, Economic theory. Demography, HB1-3840
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