政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78188

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51572426 Online Users : 772

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/78188

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78188

Title:	On the relationships among brand experience, hedonic emotions, and brand equity
Authors:	Ding, Cherng G.;Tseng, Timmy H. 曾祥景
Contributors:	企管系
Keywords:	Appraisal theory of emotion;Brand awareness;Brand equity;Brand experience;Experiential marketing;Experiential view of consumption;Hedonic emotions
Date:	2015
Issue Date:	2015-09-02 16:00:23 (UTC+8)
Abstract:	Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.
Relation:	European Journal of Marketing, 49(7-8), 994-1015
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1108/EJM-04-2013-0200
DOI:	10.1108/EJM-04-2013-0200
Appears in Collections:	[企業管理學系] 期刊論文

Files in This Item:

File	Description	Size	Format
994-1015.pdf		317Kb	Adobe PDF2	787	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...