Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions

2021 ◽  
Author(s):  
Michael Chrissos Anestis ◽  
Ioanna Karantza ◽  
Costas Assimakopoulos ◽  
Sotirios Vlachakis
Keyword(s):  
Brand Personality ◽  
Brand Experience ◽  
Non Profit ◽  
Brand Relationship

A Better Understanding of Children's Market

2016 ◽  
pp. 103-127
Keyword(s):  
Fuzzy Logic ◽  
Autobiographical Memory ◽  
Old Age ◽  
Brand Loyalty ◽  
Brand Personality ◽  
Age Group ◽  
Brand Trust ◽  
Brand Relationship

Back in Chapter 4, we propose a model which attempts to encapsulate the antecedents of a brand relationship and subsequently its influence towards brand loyalty. The findings suggest that brand personality, brand trust, and brand salience are important antecedents to create a brand relationship in the children's market. Meanwhile, brand loyalty was identified as the consequence of a brand relationship, autobiographical memory, and habituation. In this chapter, we are going to expand this discussion by measuring variables concerning future anticipation, ritual, autobiographical memory, and living brand using fuzzy logic on children within the 10-12 years old age group who are assumed to be mature enough to understand and reply to simple direct questions. Ultimately, we would like to see whether the two constructs of future anticipation and ritual are (among) the antecedents of a living brand.

Brand experience and customer citizenship behavior: the role of brand relationship quality

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
Author(s):  
Lishan Xie ◽  
Patrick Poon ◽  
Wenxuan Zhang
Keyword(s):  
Relationship Quality ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Customer Citizenship Behavior ◽  
The Relationship

Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

scholarly journals The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty

2021 ◽  
Vol 2 (12) ◽  
pp. 861-871
Author(s):  
Howardi Visza Adha ◽  
Wiry Utami
Keyword(s):  
Brand Loyalty ◽  
Survey Methods ◽  
Brand Personality ◽  
Secondary Data ◽  
Total Sample ◽  
Primary Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Simple Regression Analysis ◽  
Positive Effect

This study conducted to determine the effect of brand experience, brand personality and brand trust on brand loyalty. This study is an explanatory research. The method used in this study is a quantitative method using survey methods. The total sample in this study was 150 respondents with the technique of taking with the method of purposive sampling. Primary data in this research is obtained from questionnaires distributed to respondents, while secondary data is data related to the object of research presented by other parties. Data analysis techniques in this study using simple regression analysis. The result of the research shows that: (1) brand experience has positive effect on brand personality, (2) brand experience has positive effect on brand trust, (3) brand personality positive effect on brand loyalty, (4) Brand trust has positive effect on brand loyalty (5) Brand experience has positive effect on brand loyalty.

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