The relationships among brand experience, brandresonance and brand loyalty in experiential marketing:Evidence from smart phone in Taiwan

Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship

“…According to EM literature, various studies have examined the foundations of the concept and its influence on diverse variables such as: customer satisfaction and customer loyalty (Brakus at al., 2009;Öztürk, 2015;Wahyuningtyas & Zainul, 2017); customer satisfaction and customer commitment (Alkilani et al, 2013;Nurcahyo, 2013); behavioural intentions (Rokhsati, 2016); purchase intentions (Yang & He, 2011); brand loyalty (Sugiyarti, 2017); brand experience, brand resonance, and brand loyalty (Shieh & Lai, 2017); Brand image (Oetomo, 2017); customer satisfaction and behavioural intentions (Araci et al, 2017); brand advocacy (Machado, 2014); customer value (Danurdara et al, 2017); and brand switching (Appiah et al, 2019).…”

“…Schmitt and his colleagues contrasted traditional marketing (product-oriented) to EM (customer-oriented). The former focuses on the attributes and rewards of measurable goods, while the latter (consumer-oriented) EM focuses on the customer experience that happens as customers observe, perform or witness circumstances that cause social, cognitive, sensory and behavioural outcomes (Schmitt, 1999;Shieh & Lai, 2017;Barnes et al, 2020).…”

“…Other scholars, for example: (Zena & Hadisumarto, 2012;Öztürk, 2015;Nurcahyo, 2016;Wahyuningtyas et al, 2017;Shieh & Lai, 2017;and Yeh et al, 2019)…”

“…Moreover, the mediating role of customer satisfaction, brand loyalty, identity and resonance have not been examined altogether in a single study. These variables have significant importance in brand management literature and practice and are found to trigger many desirable business performance outcomes (Schmitt, 2012;Machado et al, 2014;Shieh & Lai, 2017; Zainul, 2017; Barnes et al, 2020).…”

An investigation of brand equity dimensions and customer retention: A perspective of postpaid telecom subscribers in Lagos State, Nigeria

“…Therefore, when faced with competing brands, consumers assign scores to these expectancy value parameters to make a choice decision. Shieh and Lai [2017] alluded that it is important for business organizations to comprehend how the brand value is generated in the mind of the customer and how this value transformed into customer loyalty formation. As expressed by Keller and Lehmann [2006)], brands streamline choice decision, serve as cues to customer's previous consumption experience and engender trust.…”