Journal ArticleDOI
Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective
TLDR
In this paper, the relation between different components of user experience and brand equity has been investigated and the relationships between the different constructs of experience and Brand equity were found significant, and significant evidence for the hierarchical formation of both user experiences and brand.Abstract:
With every product we buy, there is an associated experience. The better the experiences, the better a user feels about his/her decision to buy and use the product; and the feelings do not stay with the product. They are indeed transferred as brand associations and imagery with the brand of the product, defined as brand equity in the marketing literature. Positive brand equity is critical for the success of a brand as it creates repeat transaction of the user with the manufacturer. It is in this context that this study attempts to understand the relation between different components of user experience and brand equity. Intrinsic and extrinsic values have been taken as components of user experience while association, perceived quality, perceived value, trust and loyalty are elements of brand equity. All the relationships between the different constructs of experience and brand equity were found significant. We also found significant evidence for the hierarchical formation of both user experience and brand ...read more
Citations
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A consumer-based brand equity model for the luxury and upscale hotel sector
TL;DR: In this paper, a qualitative study was conducted using focus groups with the data being content analysed to explore the brand equity development process from the consumer's perspective, and a quantitative examination was administered using an online questionnaire and inferential data analyses including structural equation modeling to identify significant brand equity dimensions and antecedents, and their interrelationships.
Dissertation
Effect of experiential marketing on purchase intention: a moderated mediation of store image and perceived value among selected supermarkets in Nairobi; Kenya.
Abstract: The experience economy is right here; characterised by high levels of competition and assertive customers who make purchase decisions guided by their rational and emotional influences. Moreover, customers are value driven and get attracted by outlets that project positive images. There has however been no known empirical research that has modelled this complex relationship. The purpose of this study was therefore to determine the relationship between experiential marketing and purchase intention, moderated and mediated by store image and perceived value. The study was grounded on the Theory of Planned Behavior, Pine & Gilmore model of experience economy, and the Stimulus Organism Response model. Quantitative and explanatory research designs guided the study. Data for the study was collected from a sample of 420 customers from the Nairobi city based branches of three tier one retail Chains in Kenya namely Nakumatt, Tuskys and Naivas. Store intercept method was used to purposefully identify the study respondents and a questionnaire used to collect data. Data was tested to ensure that it conforms to the regression assumptions and later analyzed using descriptive and inferential statistics. Confirmatory factor analysis and structural equation modeling (SEM) was used for data analysis, using the software‘s; SPSS, SPPSS with process macro model 7. Relationships were tested based on the dimensions and not the first order constructs. Multiple hierarchical regression analysis was used in determining the regression model with the overall efficiency of the model determined by use of coefficient of determination (R 2 ). The results of the study showed that all the direct and indirect (mediated) relationships were statistically significant. Moreover, bootstrapping results indicate that only three out of six conditional indirect effects were statistically significant; those involving social-sensory experience and social value (β=0.0245: Btll 0.0045, Btul 0.0516), emotional experience and utilitarian value (β=0.0506; Btll 0.0045, Btul 0.1075), and, emotional experience and social value (β=0.0628: Btll 0.0282, Btul 0.1099). These results confirm perceived value dimensions (social, utilitarian and hedonic) as mediators in relationships directed at purchase intention while store image also emerged as a moderator in these relationships. The study has contributed to theory by successfully developing and testing an integrated model on consumer decision making. In addition, a new variable social-sensory experience has emerged from this study. The study recommends that supermarket package their strategies to incorporate the shoppers‘ emotional and social-sensory experiences as well as value propositions that emphasises rational, social and hedonic aspects. Moreover, store personnel should be well trained on service and product knowledge. Future studies may test the model in an online or a non-service sector.
Emotional experience and purchase intention: A moderated mediation of store image and utilitarian value
TL;DR: In this article, the effect of emotional experience on purchase intention in a moderated mediation involving store image and utilitarian value was evaluated, finding that emotional experience significantly relates to both utilitarian value and purchase intention.
Journal ArticleDOI
Influence of Perceived Quality and Brand Awareness on Brand Loyalty: Examining the Mediating Role of Brand Trust Within Biscuit Industry in Sri Lanka
TL;DR: In this paper , the influence of perceived quality and Brand Awareness on Brand Loyalty in the biscuit industry in Sri Lanka has been investigated and a conceptual framework has been developed in order to examine the influence.
References
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Journal ArticleDOI
Revenue Premium as an Outcome Measure of Brand Equity
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Journal ArticleDOI
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Journal ArticleDOI
More Than Just Talk on the Move: Uses and Gratifications of the Cellular Phone
Louis Leung,Ran Wei +1 more
TL;DR: In this paper, the authors found that the use of cellular phones on buses, cars, and trains or in malls and restaurants is strongly linked to mobility and immediate access gratifications.
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