Role of brand experience in predicting consumer loyalty

IF 3.6 3区 管理学 Q2 BUSINESS
A. Safeer, He Yuanqiong, M. Abrar, Rizwan Shabbir, Hafiz Muhammad Wasif Rasheed
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引用次数: 24

Abstract

PurposeThis study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approachA total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.FindingsThis study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implicationsThis research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implicationsThis study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/valueThis is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.
品牌体验在预测消费者忠诚度中的作用
目的本研究通过感知品牌真实性(PBA)在全球品牌环境中的中介作用,探讨了品牌体验维度(行为、智力、感官和情感)在预测消费者忠诚度(回购意愿(RPI)、口碑(WOM)和支付意愿(WPM))中的作用。设计/方法/方法共有422名消费者参与了这项研究,并在完成一项自我管理的在线调查后,对顶级正宗全球品牌提供了反馈。采用偏最小二乘结构方程模型(PLS-SEM)进行数据分析。发现这项研究发现,品牌体验维度对PBA(主要是感官和智力体验)产生了积极影响,PBA显著预测了消费者忠诚度(RPI、WOM和WPM)。研究局限性/含义这项研究揭示了一些可用于调查新研究可能性的局限性。从理论角度来看,本研究对品牌体验维度、PBA和消费者忠诚度提供了新的见解,以发展消费者与品牌的关系。实际含义这项研究提供了一些管理建议。通过将品牌真实性作为一种定位工具,全球管理者可以有效地制定和实施各种体验式营销策略,与消费者建立长期关系,以获得他们的忠诚度。独创性/价值这是一项新的研究,使用福尼尔的关系理论来调查PBA上的BED,以预测真实全球品牌背景下的消费者忠诚度。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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