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Effects of brand experience on brand trust, brand satisfaction & brand loyalty: building SPA brands in south korea

Title
Effects of brand experience on brand trust, brand satisfaction & brand loyalty: building SPA brands in south korea
Author
김보영
Keywords
brand experience; brand loyalty; brand trust; customer satisfaction; retail
Issue Date
2015-06
Publisher
National Academy of Management Vul
Citation
Actual Problems of Economics, v. 168, NO 6, Page. 182-189
Abstract
The purpose of this paper is to examine whether different types of brand experience by consumers have significant effect on consumers’ brand trust, brand satisfaction and brand loyalty. Understanding this information may provide guidelines for marketers in SPA brand market, and facilitate the development of differentiated marketing strategies at this fiercely competitive market. The results show that 4 dimensions of brand experience have different impact on brand trust and brand satisfaction, thus differentiated marketing strategies and communication with consumers may need to be designed for these two important constructs. At the same time, brand trust is an important factor affecting consumers’ brand loyalty as compared to brand satisfaction, so marketers may need to gain brand trust among consumers.
URI
http://eco-science.net/downloads.htmlhttp://hdl.handle.net/20.500.11754/25895
ISSN
1993-6788
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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