Zhulqurnain, Mohamad Rijal Iskandar and Agustina, Heni and Elfita, Rizki Amalia and Putra, Riyan Sisiawan and Khusnah, Hidayatul (2022) Winning Consumers with Brand Experience: The Effect of Consumer’s Brand Experience Towards Consumer-Brand Relationship. In: Proceedings of the 3rd South American International Industrial Engineering and Operations Management Conference, 19-21 July 2022, Asuncion National University, Paraguay.
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Abstract
The increasing competitiveness of businesses in recent time has encouraged many brands to be more creative in creating differentiation. However, winning the consumer with optimum pricing and excellent product quality are not considered as adequate by marketers (iMarketology 2020). Based on the recent marketing trends from Asia Marketing Federation (AMF), brand experience optimisation has become one of the most developing marketing trends in 2022 (Kurniawan 2022). Through unique consumer experience in product or services, a brand could develop a solid differentiation to win the business competition. Therefore, the purpose of this study is to understand the relation between consumer brand experience and consumer-brand relationship. This study focused on understanding whether optimal brand experience is related to better consumer-brand relationship. Within the theoretical framework of this research, four main elements in brand experience constructs such as sensory, affective, behavioural and intellectual experiences will be measured towards consumer-brand relationship elements such as brand trust, brand loyalty, and brand satisfaction. The brand attachment construct is also incorporated into the framework to determines whether brand attachment could affect the relationship between consumer brand experience and brand relationship. Using Sequential Equation Modelling (SEM) and SmartPLS 3 analysis software, around 200 participants will be assessed through online questionnaire regarding their experience with cosmetic brands that are attempting to optimize their consumer brand experience.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Brand Experience, Brand Attachment, Satisfaction, Trust, Brand Loyalty |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics and Business > Program Study of Management |
| Depositing User: | Mr. . Bagas |
| Date Deposited: | 07 Feb 2023 02:06 |
| Last Modified: | 05 Apr 2023 06:57 |
| URI: | http://repository.unusa.ac.id/id/eprint/9202 |
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