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Satisfaction and Loyalty From Shopping Mall Experience and Brand Personality

Title
Satisfaction and Loyalty From Shopping Mall Experience and Brand Personality
Author
김종우
Keywords
shopping mall; brand experience; brand personality; satisfaction; loyalty
Issue Date
2015-07
Publisher
Best Business Books
Citation
Services Marketing Quarterly, v. 36, NO 1, Page. 62-76
Abstract
"Shopping mall brand experience” is the consumers’ response toward the marketing activities offered by a shopping complex and includes sensory, emotional, perceptional, and behavioral experiences. In this study, we examine the impact of mall brand experience and personality on mall satisfaction and loyalty as a key element of differentiation for the continued growth of the shopping complex. We find that the shopping mall experience impacts satisfaction and loyalty, as well as brand personality. Although the shopping mall personality influences satisfaction, it does not have a direct influence on loyalty. This study also shows that satisfaction affects loyalty as well.
URI
http://www.tandfonline.com/doi/full/10.1080/15332969.2015.976523http://hdl.handle.net/20.500.11754/26329
ISSN
1533-2969; 1533-2977
DOI
10.1080/15332969.2015.976523
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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