品牌态度、品牌体验、品牌喜爱与口碑:来自中国和马来西亚宜家的证据

International Journal of Tourism & Hospitality in Asia Pasific Pub Date : 2022-10-20 DOI:10.32535/ijthap.v5i3.1890

Pavitra A/P Elanchelian

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引用次数: 0

摘要

宜家是一家快速发展的跨国家居公司，于1943年在瑞典成立。本研究通过对马来西亚和中国的宜家品牌进行对比分析，旨在分析品牌态度、品牌体验、品牌喜爱和口碑之间的关系。从中国(N=100)和马来西亚(N=100)收集的数据显示，品牌态度、品牌体验和品牌热爱影响口碑。本文通过探索品牌态度、品牌体验和品牌热爱在中国和马来西亚零售品牌中的作用，为快速增长的消费者-品牌关系文献做出贡献。更好地了解如何建立和培养有效的品牌态度、品牌体验和品牌爱，从而引发人们对零售品牌强烈而热情的感受。关键词:品牌态度，品牌体验，品牌热爱，中国，宜家，马来西亚，口碑

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Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's IKEA

IKEA is a fast-growing multinational home furnishings company started in 1943 in Sweden. Using a comparative analysis of the IKEA brand in Malaysia and China, this research intends to analyze the relationship between brand attitude, brand experience, brand love, and word of mouth. The data collected from China (N=100) and Malaysia (N=100) revealed that brand attitude, brand experience, and brand love impact word of mouth. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand attitude, brand experience, and brand love in retail brands in China and Malaysia. It also intends to understand better how to build and nurture effective brand attitude, brand experience, and brand love to elicit intense and passionate feelings towards retail brands. Keywords: Brand Attitude, Brand Experience, Brand Love, China, IKEA, Malaysia, Word of Mouth

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International Journal of Tourism & Hospitality in Asia Pasific

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