標題: On the relationships among brand experience, hedonic emotions, and brand equity
作者: Ding, Cherng G.
Tseng, Timmy H.
經營管理研究所
Institute of Business and Management
關鍵字: Brand equity;Brand awareness;Brand experience;Experiential marketing;Appraisal theory of emotion;Experiential view of consumption;Hedonic emotions
公開日期: 1-Jan-2015
摘要: Purpose - The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach - An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald\'s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings - Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value - This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.
URI: http://dx.doi.org/10.1108/EJM-04-2013-0200
http://hdl.handle.net/11536/128113
ISSN: 0309-0566
DOI: 10.1108/EJM-04-2013-0200
期刊: EUROPEAN JOURNAL OF MARKETING
Volume: 49
Issue: 7-8
起始頁: 994
結束頁: 1015
Appears in Collections:Articles