期刊
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
卷 33, 期 5, 页码 1123-1138出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/APJML-02-2020-0123
关键词
Brand experience; Brand love; Brand authenticity; Attribution theory; Global brands
类别
资金
- National Natural Science Foundation of China [71772074]
This research found that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts. Overall, multidimensional brand experiences positively influence brand authenticity, which in turn has substantial impacts on brand love.
Purpose 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. Design/methodology/approach 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). Findings 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. Research limitations/implications 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. Practical implications By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia. Originality/value 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.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据