Brand Experience Untuk Memprediksi Brand Attitude Pada Konsumen Sporting Brand

Abstract

The purpose of this research is to examine whether 1a) sensory brand experience, 1b) affective brand experience, and 1c) behavioral brand experience can predict behavioral brand attitude. 2a) sensory brand experience, 2b) affective brand experience, and 2c) behavioral brand experience can predict cognitive brand attitude. 3a) sensory brand experience, 3b) affective brand experience, and 3c) behavioral brand experience can predict affective brand attitude. Sample was selected using convenience sampling method and data were collected using online questionnaire. In total 260 participants responded the survey. The result of this study indicate that sensory brand experience can’t predict positively behavioral brand attitude. Affective brand experience can predict positively behavioral brand attitude. Behavioral brand experience can predict positively behavioral brand attitude. Sensory brand experience can predict positively cognitive brand attitude. Affective brand experience can predict positively cognitive brand attitude. Behavioral brand experience can predict positively cognitive brand attitude. Sensory brand experience can’t predict positively affective brand attitude. Affective brand experience can predict positively affective brand attitude. Behavioral brand experience can predict positively affective brand attitude.

What Drives Tourist Delight and Tourist Equity and Consequences in Tourist Loyalty

“…This is also reinforced by research conducted by (Japutra & Keni, 2020) shows that the sensory experience dimension has a positive influence on brand attachment. Further, according (Chandra & Keni, 2021) the sensory experience dimension has a positive effect on Cognitive Experience and Affective Experience. According (Farida & Roesman, 2019) the affective experience dimension is associated with Cognitive Experience, Affective Experience and Behavioral Experience producing a positive influence.…”

“…According (Chandra & Keni, 2021) Affective experience is "which includes the feelings evoked by the brand and its emotional bond with consumers". While in (Richards, 2001) stated that "the affective dimension refers to the consumer's emotions and inner feelings towards the brand".…”

“…Affective Experience is a feeling of pleasure or sadness that arises from seeing and using a particular brand or product (Chandra & Keni, 2021). Besides that (Hosany et al, 2017) also said that Affective Experience consumer feelings and internal feelings towards the brand.…”

Experiencia de marca en las empresas de telefonía móvil: una respuesta del consumidor ecuatoriano.

“…Esta investigación investigó la lealtad de la marca y sus variables asociadas, a saber, la experiencia de marca y la participación en el producto (Chandra, 2021). El teléfono móvil se ha convertido en un componente primordial de nuestras vidas por el rápido cambio tecnológico, por lo que esta investigación permite a las empresas conocer el comportamiento de compra de los clientes (Khatab et al, 2019).…”

Factors Affecting Customer's Intention To Return To The Movie After Reopening During The Covid-19 Pandemic

“…Customer loyalty is also defined as use something product or service by ongoing and a psychological process that is results from commitment to product (Thakur & Gupta, 2016). (Chandra & Keni, 2021) added that consumer with level high loyalty usually will permanent use something brand though have another alternative. Then, can concluded that customer loyalty is something size faithfulness from customer in use something brand product or brand service in the period time specific to the situation where many choice product or services that can Fulfill needs and customers have ability get it.…”