체험마케팅(Experiential Marketing)의 오해와 진실

This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.,This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).,The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.,This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.,By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.,Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidenc...

Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia

Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love

Branding design elements of mobile fashion retail apps A conceptual model and implications

Experiential marketing is a decisive facet of brand management and customer-brand relationship. With the growth of hypermarket brands in India, customers focus on the experiential benefits from the...

Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits


Purpose
This study aims to examine the hedonism attributes, memorable tourism experience (MTE), revisit intention and their relationships. This study explores the antecedents of hedonism as physical environment, shopping at the destination, service quality, personalisation and exclusivity that influence MTE. The relationship of hedonism factors with revisit intention is also investigated in light of the mediation of MTE between them.


Design/methodology/approach
For this study, a sample of 600 tourists is collected by using the convenience sampling technique. The collected data is analysed by using the confirmatory factor analysis-structural equation modelling approach.


Findings
The empirically validated model recommends the significant relationships between the hedonism elements and revisits intention with the mediating effect of MTE. The findings suggest that tourists who positively perceive hedonism attributes are more likely to have positive MTEs, and they revisit the destination.


Originality/value
This research study examines the relationship of hedonism determinants with MTE of the tourists leading to their revisit intention for a tourism destination. It helps to understand MTE as the main component to affect tourists’ revisit intention for a destination and make sustainable tourism.


Antecedents of hedonism affecting memorable tourism experience (MTE) leading to revisit intention in tourists

This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determin...

The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands:

The present research study is directed towards customers who frequently visit a specific hypermarket brand's store as to what factors influence their brand trust. Further, the impact of these extracted brand trust factors is investigated with brand love as a mediator. For this purpose, CFA-SEM approach is applied to the sample size of 787 customers. This study proposes a conceptual framework for testing the relationship among the constructs related to brand trust, brand love, and purchase intention. The empirically validated model recommends the factors leading to brand trust and their impact on purchase intention with the mediation of brand love in hypermarket brand stores. This study shows the pivotal relationships between brand trust factors, brand love, and purchase intention. It helps to understand the influencing components for brand trust and the role of brand love to develop customers' purchase intention for their hypermarket brands in a better way.

Deependra Singh

Papers

Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits

Antecedents of hedonism affecting memorable tourism experience (MTE) leading to revisit intention in tourists

The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands:

Factors underlying brand trust for affecting brand love leading to customers' purchase intention in Indian hypermarkets

Modelling the drivers of brand love for encapsulating purchase intention of customers in the stores of hypermarket brands