The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum

Bo-ya, LI

doi:10.4236/ajibm.2018.83037

Cited by 16 publications

(17 citation statements)

References 22 publications

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“…The unique BE serves as a unique point of difference and may offer sustainable competitive advantage to a firm (Brakus et al , 2009; Xu and Chan, 2010). BE impact consumer perception and can frame their intentions (Li, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

Joshi

Srivastava

2019

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Purpose The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India. Design/methodology/approach A survey was performed on 460 young consumers. Structural equation modeling was applied to check the extent to which the considered variables predicted green purchase intention. Findings The results determined CE and social influence as key predictors of consumers’ purchase intention toward green apparel products. Study further confirms that CE mediates the association between brand experience (BE) and purchase intention toward green apparels. Research limitations/implications Data were collected from young consumers. Further the impact of only few determinants was studied. Practical implications The study offers deep insights into the role of CE on consumers’ GPI, which may enable managers to plan suitable marketing plans to encourage such intentions. Social implications The outcomes of this study can be used by managers to incorporate CE strategies in their environmental campaigns for promoting green purchasing practices. Such activities may limit the harmful effect of purchasing practices on the nature. Originality/value The current study is a pioneer in examining the role of CE and BE on GPI of consumers in India.

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Section: Literature Reviewmentioning

confidence: 99%

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

Joshi

Srivastava

2019

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“…A study conducted by Lu et al (2015) on a historic destination in China proved the effect of image on most other marketing constructs as satisfaction and loyalty and intention to visit or to recommend a destination. Li (2018) added that the visit experience is a systematic process that consists of before, during and after a visit, which points out the importance of predicting customer's expectations before visiting the museum to create positive mental image, and thus reinforce visiting intention as well as to enhance their interactions during the visit. Li (2018) and Liu and Idris (2018) emphasize that a person's mental image of the museum will finally affect the person's behaviour of visiting or not visiting the destination so it is of utmost importance to concentrate on all factors that affect building a person's mental image of the destination in question.…”

Section: Destination Imagementioning

confidence: 99%

“…Li (2018) added that the visit experience is a systematic process that consists of before, during and after a visit, which points out the importance of predicting customer's expectations before visiting the museum to create positive mental image, and thus reinforce visiting intention as well as to enhance their interactions during the visit. Li (2018) and Liu and Idris (2018) emphasize that a person's mental image of the museum will finally affect the person's behaviour of visiting or not visiting the destination so it is of utmost importance to concentrate on all factors that affect building a person's mental image of the destination in question. Wang et al (2012) found that attraction destinations, as museums, attract visitors by their cognitive, aesthetic and emotional roles in their study of three national parks in China and this is quite similar to the findings of other researchers as Kang and Gretzel (2012) who conducted a study on the National Park in Texas, USA and found that learning, enjoyment and escape are the basic attraction forces; where learning means that visitors acquire new skills and knowledge from their visit and enjoyment is the entertainment, fun and socializing and finally, escape is running away from everyday routine life to forget their daily responsibilities and problems.…”

Section: Destination Imagementioning

confidence: 99%

“…In conclusion, from the path analysis it can be seen that local domestic potential visitors do hold a positive image of the GEM and, as this study is based on the premise that “image” Plays an important role in the marketing of services. In Li (2018), Liu and Idris (2018) Lu et al (2015) a visitor’s mental image of a museum will affect the intention to visit the museum: As the author is dealing with “first time” visitors to GEM, thus the factors that impact pre-visit image are very important and as such following: Learning/knowledge has a significant positive effect on the image of GEM and this goes hand in hand with previous literature as in Dash and Samantary (2018), Kang and Gretzel (2012) and Brida et al (2016). Fun/entertainment/socializing has a significant positive effect on the image of GEM and this agrees with previous literature in Burton et al (2009) and Dash and Samantary (2018). Museum facilities have a significant effect on the GEM image and this agrees with several previous studies as Brida et al (2016), Martella et al (2017) and Ahmad et al (2014). Location/accessibility does not impact GEM’s image but this is contrary to literature as in Bigne, Sanchez and Sanz (2009), Young-joo et al (2016) and Martin-Ruiz et al (2010). …”

Section: General Conclusionmentioning

confidence: 99%

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Factors affecting pre-visit destination image: application on the Grand Egyptian Museum (GEM)

Sheikh

2020

JHASS

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Purpose The purpose of this study is to investigate through an empirical research the factors that would attract visitors to heritage and cultural sites as museums applied on the Grand Egyptian Museum (GEM). The paper aims to study the impact of the proposed attraction features learning/knowledge, museum facilities, fun/entertainment and socializing and accessibility/location on pre-visit destination image. Design/methodology/approach The author started by a thorough literature review to arrive to the suggested conceptual model, which is tested by adopting a quantitative approach where data were collected using a self-administered questionnaire from a convenient sample of 300 respondents with 90% response rate and used partial least squares – structure equation modelling using Smart PLS v.3.2.8. Findings The results show that three of the tested factors were accepted and one was rejected. Practical implications Management of GEM, which will be one of the biggest museums world-wide, can make use of the empirical results of this research to enhance their understanding of the factors that impact pre-visit destination image, and thus, most attract visitors to justify the budget set in this huge project and achieve highest visitation and revenue Originality/value This research deals with a new museum that has not opened its doors yet and will start functioning in late 2020, and thus, the pre-visit image of the museum is not based on previous experience of visitors but rather on secondary sources as messages sent to visitors based on attraction features, while most previous studies dealt with post-visit image of museums

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“…Brand experience helps in motivating people"s purchase intention [27]. Emotional experiences tend to influence purchase intention [28].…”

Section: Brand Experience and Purchase Intentionmentioning

confidence: 99%

Role of Brand experience in Fashion brands

Aiswarya¹,

Krishnan²

2019

Res. Bus.

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Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected. Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

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The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum

Cited by 16 publications

References 22 publications

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

Examining the effects of CE and BE on consumers’ purchase intention toward green apparels

Factors affecting pre-visit destination image: application on the Grand Egyptian Museum (GEM)

Role of Brand experience in Fashion brands

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