publication . Article . Other literature type . 2017

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Janne Hepola; Heikki Karjaluoto; Anni Hintikka;
Open Access
  • Published: 15 May 2017 Journal: Journal of Product & Brand Management, volume 26, pages 282-293 (issn: 1061-0421, Copyright policy)
  • Publisher: Emerald
  • Country: Finland
Abstract
<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling.</jats:p> </jats:sec> <jats:sec> <jats:title content...
Subjects
free text keywords: Management of Technology and Innovation, Strategy and Management, ta512, brändit, kuluttajat, consumer brand engagement, formative measurement, sensory brand experience, Business, Cognition, Brand equity, Brand relationship, Brand management, business.industry, Marketing, Nomological network, Brand engagement, Brand awareness, Structural equation modeling
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