Effects of brand experience and product involvement on brand loyalty for vietnamese consumers
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kim, Renee Boyoung | - |
dc.contributor.author | Yoon, Dong Hyun | - |
dc.contributor.author | Chao, Yan | - |
dc.contributor.author | Dang, Noctan | - |
dc.date.accessioned | 2022-07-15T21:51:06Z | - |
dc.date.available | 2022-07-15T21:51:06Z | - |
dc.date.created | 2021-05-11 | - |
dc.date.issued | 2015-08 | - |
dc.identifier.issn | 0116-7111 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/156707 | - |
dc.description.abstract | Contemporary consumers are increasingly looking at a product as an experience rather a material object. Consequently, an experiential approach in marketing is drawing attentions recently in generating consumer-based brand equity, as it emphasizes the importance of emotions in addition to rationality in consumer’s consumption behavior. The purpose of this paper is to examine whether five different Brand Experience Scale have differentiated impact on consumers’ brand satisfaction and brand loyalty in Vietnamese market. In particular, three different product category types, which have different levels of product involvement, are assessed in order to determine whether consumers make differentiated response to brand experience for products with different involvement levels. We find that Vietnamese consumers have differentiated brand experience in developing their brand loyalty for three different types of products which have different product involvement levels. © 2015 by De La Salle University. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | De la Salle University | - |
dc.title | Effects of brand experience and product involvement on brand loyalty for vietnamese consumers | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Kim, Renee Boyoung | - |
dc.identifier.scopusid | 2-s2.0-84938413222 | - |
dc.identifier.bibliographicCitation | DLSU Business and Economics Review, v.25, no.1, pp.1 - 15 | - |
dc.relation.isPartOf | DLSU Business and Economics Review | - |
dc.citation.title | DLSU Business and Economics Review | - |
dc.citation.volume | 25 | - |
dc.citation.number | 1 | - |
dc.citation.startPage | 1 | - |
dc.citation.endPage | 15 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | Brand experience | - |
dc.subject.keywordAuthor | Brand loyalty | - |
dc.subject.keywordAuthor | Product involvement | - |
dc.subject.keywordAuthor | Vietnamese consumers | - |
dc.identifier.url | https://dlsuber.com/wp-content/uploads/2015/1_Kim_072915.pdf | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
222, Wangsimni-ro, Seongdong-gu, Seoul, 04763, Korea+82-2-2220-1365
COPYRIGHT © 2021 HANYANG UNIVERSITY.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.