scholarly journals Pengaruh Brand Reputation dan Brand Experience terhadap Trust in a Brand serta Pengaruhnya pada Loyalitas Pelanggan

Warta ISKI ◽  
2021 ◽  
Vol 4 (1) ◽  
pp. 44-50
Author(s):  
Alyedia Mei ◽  
Nindita Kartika Rahayu ◽  
Rajab Ritonga
Keyword(s):  
Brand Experience ◽  
Brand Reputation

iPhone merupakan salah satu produk yang dikeluarkan Apple yang menjadi salah satu merek handphone yang digemari oleh masyarakat sehingga masyarakat rela membeli produk ini walau dengan harga yang cukup tinggi. Fitur-fitur canggih yang selalu di upgrade, kecepatan koneksi pada iPhone membuat masyarakat menunggu dan membeli seri terbaru dari iPhone. Di samping itu, penggunaan iPhone tidak hanya untuk alat komunikasi semata, iPhone juga merupakan bagian dari lifestyle masyarakat saat ini. Konsumen akan membeli produk yang memberikan pengalaman menarik bagi mereka, sehingga hal itu akan mendorong mereka untuk melakukan pembelian ulang terhadap  produk tersebut. iPhone sangat diminati penggunanya, hal ini membuat reputasi merek iPhone sangat baik. Penelitian ini bertujuan untuk mendeskripsikan pengaruh brand reputation dan brand experience terhadap trust in a brand serta pengaruhnya pada loyalitas pelanggan iPhone X. Jenis penelitian ini kuantitatif, data diperoleh dengan penyebaran angket kepada 50 orang dengan jenjang pendidikan SMA hingga S2 yang menggunakan iPhone X.

scholarly journals Understanding the Impact of the Brand Experience on Brand Reputation by the Moderating Role of Technology Turbulence

2016 ◽  
Vol 8 (1) ◽  
pp. 161 ◽  
Author(s):  
Yagmur Ozyer
Keyword(s):  
Environmental Responsibility ◽  
Brand Experience ◽  
Market Uncertainty ◽  
Market Change ◽  
Emotional Appeal ◽  
Brand Reputation ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

<p>Brand experience is the conceptualization of the brand’s design, identity, packaging and connection that will remind the brand’s perceptual, cognitive, emotional and behavioral reflections. In brand studies, mostly brand behavior, attitudes and feelings are analyzed. The brand experience arises not only under a general constraint or emotion situation but also in a more customized and detailed combination of feelings, perceptions, emotions and behaviors. This combination points out that brand consumers evaluate the brands and companies not only with the general sense or general behavior but also with more complex combinations. Brand’s organizational reputation arises not only from brand’s reputation of being a reliable brand, but also from emotional appeal, products and services, vision and leadership, workplace environment, which are also associated with factors such as social and environmental responsibility and financial performance. Brand experience influences the formation of this multifactorial brand reputation. The consumers in contact with the brand perceive the reputation of the brand they consume according to their experience in an environment where technology and market change constantly. This research examines the role of technological and market uncertainty which is a dimension of environmental uncertainty on the relationship between brand reputation and brand experience, which has emotional, behavioral and intellectual dimensions.</p>

Beyond gambling: mediating roles of brand experience and attitude

2018 ◽  
Vol 30 (10) ◽  
pp. 3026-3039 ◽  
Author(s):  
Jiseon Ahn ◽  
Ki-Joon Back
Keyword(s):  
Behavioral Intention ◽  
Online Survey ◽  
Brand Management ◽  
Theoretical Implication ◽  
Brand Attitude ◽  
Tourism Industry ◽  
Brand Experience ◽  
Research Attention ◽  
Content Type ◽  
Brand Reputation

Purpose The purpose of this paper is to explore the effect of customers’ perception of the integrated resort by focusing on brand-related variables, namely, brand reputation, brand experience, brand attitude, and behavioral intention. Integrated resorts have become popular in the tourism industry. However, despite the popularity of integrated resorts, little is known about how the integrated resort brand contributes to customer attitude. Design/methodology/approach A descriptive online survey was carried out with customers who had experience using the integrated resort. This study used the regression analysis and process macro to test hypothesized relationships among variables. Findings These results demonstrate that brand reputation increases customers’ perception of brand experience and brand attitude; brand experience, brand attitude and brand reputation affect behavioral intention toward the integrated resort brand; and brand experience and attitude plays a fully mediating role in the relationship between brand reputation and behavioral intention. These results suggest that customers’ perception associated with the integrated resort brand name is likely to generate a favorable experience and attitude, which, in turn, develops customers’ revisit intention. Research limitations/implications A theoretical implication is that the pleasant brand experience and attitude emphasize the significance of the brand reputation in the formation of behavioral intention toward the integrated resort brand. Another theoretical implication is that integrated resort brand reputation might not be a strong indicator of the behavioral loyalty. It is worth conducting additional research on joint effects of brand reputation and customers’ type (e.g. recreational gamblers, problem gamblers, business travelers and family travelers). Practical implications The findings offer additional insights into managers on the integrated resort brand concept. This research provides opportunities for managers to identify rational/emotional linkages in differentiating, distinguishing and positioning integrated resort. Originality/value Although both brand experience and brand attitude have received past research attention, no researchers have studied them in an integrated resort setting. The main contribution of this research lies in testing the direct and indirect and fills a major gap in the integrated resort literature and research in stressing the need to consider about brand management.

scholarly journals Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

2020 ◽  
Vol 15 (1) ◽  
pp. 98-106
Author(s):  
Nur Azreen Azriana Azham ◽  
Tg Aroal Hawa Delaila Tg Ahmad
Keyword(s):  
Higher Education ◽  
Significant Relationship ◽  
Quantitative Method ◽  
Northern Region ◽  
Reputation Management ◽  
Brand Experience ◽  
Brand Reputation ◽  
Brand Culture ◽  
The World ◽  
The Relationship

In higher education, reputation management is essential to ensure the higher education institutionscontinue relevant and significant in the eye of the shareholders worldwide. There are many efforts toincrease reputation by improving the ranking in the world level. Currently, the brand reputation (BR) ofhigher institution cannot be proud of yet as BR management is critical in growing a business or service.The research aim to identify the relationship between brand culture (BC), brand expression (BE) andbrand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region inMalaysia. In addition, this research also aims to identify which of the variables has the strongestrelationship with BR among polytechnic students. The study employs a quantitative method. 378questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic’s students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic’s students of  the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR.

An investigation of antecedents and consequences of brand love in India

2015 ◽  
Vol 7 (3) ◽  
pp. 174-196 ◽  
Author(s):  
Ruchi Garg ◽  
Jaydeep Mukherjee ◽  
Soumendu Biswas ◽  
Aarti Kataria
Keyword(s):  
Design Methodology ◽  
Affective Commitment ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Brand Love ◽  
Content Type ◽  
Brand Reputation ◽  
Antecedents And Consequences ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the factors that drive consumer love toward a brand and the opportunities a consumer’s love create for a brand in India. Design/methodology/approach – A total of 23 in-depth interviews were conducted with consumers. The interview transcripts were analyzed through thematic analysis using qualitative software Nvivo10. Findings – This paper proposes a conceptual model where respect, brand experience, and brand reputation have been identified as factors driving brand love and affective commitment, consumer citizenship behavior, repurchases intention, consumer forgiveness, and attitude toward the extension as outcomes of brand love. Practical implications – Consumers bond with brand helps in mitigating the feelings of transgressions by the brand, and also protects brand from negative word of mouth. Consumers who are in love with a brand show positive attitude toward its extensions. These results provide pointers to brand managers on how to protect and expand the business. Originality/value – The extant brand love research seems to be solely in the western context. To the best of the author’s knowledge, this is the first study of its kind that empirically investigates antecedents and consequences of brand love in India.

Section 5.d Introduction

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Calin GURAU ◽  
Ashok RANCHHOD
Keyword(s):  
Best Practices ◽  
Brand Strategy ◽  
Brand Experience ◽  
Creation Process ◽  
A Value ◽  
Starting Point

 The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

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.

The Path to Adoption and Advocacy: Exploring Dimensions Of Brand Experience and Engagement at Trade Shows

2019 ◽  
Vol 23 (6) ◽  
pp. 871-881
Author(s):  
Pamela A. Kennett-Hensel ◽  
Elyria Kemp ◽  
Kim Williams ◽  
Aberdeen Leila Borders
Keyword(s):  
Quantitative Data ◽  
Personal Selling ◽  
Brand Experience ◽  
Positive Outcomes ◽  
Product Adoption ◽  
Qualitative And Quantitative ◽  
Brand Engagement ◽  
Trade Show ◽  
Trade Shows ◽  
Business To Business

Trade shows are typically second only to personal selling in business-to-business promotional expenditures. As a result, trade show attendees are often inundated with product offerings by competing firms. In order to successfully vie for attention, firms must find ways to engage attendees and potential consumers. A key component of engaging with a brand is considering how consumers experience the brand. This research examines the dynamics which enhance brand engagement by understanding the factors which contribute to the brand experience of attendees at trade shows. Both qualitative and quantitative data collected from actual trade show attendees highlight the dimensions of brand experience and indicate that a positive brand experience is related to product adoption, which in turn is related to advocacy for the brand. Considering how to shape the brand experience of consumers in trade show settings enables a brand to successfully compete for attention with other offerings as well as helps to foster engagement levels that eventually lead to positive outcomes for the firm. Implications for considering brand experience as a key element of trade show marketing strategy are discussed.

Brand Experience in Education

2014 ◽  
Author(s):  
Budi Setiawan ◽  
Dr. Y. Sugiarto PH SU
Keyword(s):  
Brand Experience
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