| dc.description.abstract | Consumer and marketing research has shown that experiences occur
when consumers interact with products, when consumers search for products and
receive services and when they consume them (Arnould, Price, and Zinkhan
2002; Brakus, Schmitt, and Zhang 2008; Holbrook 2000). Consequently,
marketing practitioners have acknowledged that understanding how consumers
experience brands is the key for developing marketing strategies in term of goods
and services. Furthermore, marketing is about the kind of experience delivered to
customers with every interaction, therefore the more compelling the experience,
the faster brand loyalty can be built.
The purpose of the study is examining the relationships between brand
experiences, brand personality, satisfaction and brand loyalty. Brand experience
is conceptualized as sensory experience, affective experience, behavior
experience and intellectual experience. The research will be of assistance to
readers to perceive brand experience as well as its influences toward other factors
in term of brand personality, customer satisfaction and brand loyalty. Data will be
collected from 300 coffee customers via surveys in Ho Chi Minh City. In term of
theoretical and practical implications, from the findings of this research,
researchers and practitioners might achieve competitive advantages that can be
developed through brand experience. | en_US |
