Effect of Brand Experience on Customer Engagement Through Quality Services of Online Sellers to Students in Bekasi

Customer engagement refers to the emotional attachment a student experiences as a customer during repeated and ongoing interactions. Engagement occurs through satisfaction, loyalty, and excitement about the brand experience. Organizations engage customers at the point of behavioral change by exploring opportunities for emotional connection through continuous and consistent positive experiences. When customers engage with a brand experience, they feel emotionally connected and excited about the product and the service quality. This study’s purpose is examining the effect of brand experience on customer engagement by using service quality as a mediator variable; this research was conducted by collecting data from 254 students of the iGeneration born in 1995. Overall, 254 students participated in this study. Of them, 172 people or 68% of the total respondents in this study were women, and 82 people or 32% were males. The results show no direct effect of brand experience on customer engagement, and there is a role for service quality mediators that mediate brand experience and customer engagement. The results are discussed, and the implications for the organization are mentioned.

Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage theory Perspective

<p>This research intends to explore the experience of using brands in the past to increasingly love product brands through brand gravity-resonance capability, especially in the competition of the multi-business product sector. The novelty of this study lies in the synthesis of brand gravity variables, and brand resonance provides the proposed brand gravity-resonance capability variables of the resource-advantage theory of competition proposition results. Data were collected from 499 small and medium-sized business respondents through the dissemination of questionnaires and interviews. The SEM-PLS technique analyzes data with a path mediated by brand gravity-resonance capability on brand love. The results showed that brand gravity-resonance capability successfully mediated the brand experience relationship in brand love and the direct connection of brand experience in the past, and brand gravity-resonance capability in brand love managed to increase the sense of brand love. The practical implications of the novelty of this variable provide improvements to MSME managers or businesses to resonate the value of digital aggressiveness, configure science, integrate customer systems, and be oriented towards the creation of new markets. Conceptual implications contribute as new conceptual models that can bridge negative experiences to result in a dynamic and competitive comparative advantage in the market.</p>

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

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.

The fake news effect: what does it mean for consumer behavioral intentions towards brands?

Purpose This study aims to understand how fake news can cause an impact on consumer behavioral intentions in today’s era when fake news is prevalent and common. Brands have not only faced reputational losses but also got a dip in their share prices and sales, which affected their financial standing. Hence, it is significant for brands to understand the impact of fake news on behavioral intentions and to strategize to manage the impact. Design/methodology/approach This study uses several branding and marketing concepts such as brand experience, brand trust, brand credibility, consumer behavioral intentions along with variables suggested by Elaboration Likelihood Model and Heuristic Systematic Model such as personal relevance/involvement. For fake news, news truthfulness, news credibility and source credibility are used. Findings The results of this study shows that positive brand experience, brand trust, brand credibility help in creating positive behavioral intentions for brands. This study shows that brands focusing on providing positive brand experience have a stronger brand trust and credibility and are affected less by fake news than those brands which do not emphasize on these factors. Practical implications This paper can assist brand managers in understanding the impact fake news can have on behavioral intentions of consumers. The managers can strategize such that the fake news affects their brands the least. Originality/value The authors in this paper attempt to fill in the gap in literature, which is to study how the fake news impacts the brands considering the credibility, trust and experience they establish with their customers. The existing literature discusses the generation and dissemination of fake news on social media and its impact on political scenarios and personalities. Also, studies explain the impact of fake news on the financial position of brands, but marketing facets are not tested empirically.

The Influence of Servicescape, Brand Experience and Social Media Marketing on Purchase Decisions through Brand Image as Variables Intervening in the Filosofi Kopi Medan

This study aims to determine the effect of servicescape, brand experience and social media marketing on purchasing decisions through brand image as an intervening variable in the Filosofi Kopi Medan. The type of research in this study is associative research, namely research that connects two or more variables using quantitative descriptive with the number of samples taken in this study as many as 150 people as respondents who are consumers who have visited the Filosofi Kopi Medan and the data analysis techniques used to test the hypothesis in this study is descriptive analysis and analysis using SEM-lisrel. The results of this study on testing the direct effect show that the variable Servicescape influence on Brand Image is concluded to have no significant effect, the Brand Experience variable on Brand Image has a positive effect, Social Media Marketing has a positive and significant effect on Brand Image, Brand Image variable on Purchase Decision has a positive and positive effect. significant, Servicescape variable on Purchase Decision has no significant effect, Social Media Marketing variable on Purchase Decision has a positive and significant effect, Brand Experience variable on Purchasing Decision has a positive and significant effect, while the results of the indirect effect test show that, Brand Experience variable, through Brand Image on consumer purchasing decisions has an indirect effect, Servicescape variable through Brand Image on consumer purchasing decisions does not have an indirect influence, Social Media Marketing variables through Brand Image on consumer purchasing decisions do not have an indirect influence. For more details have been presented in this study. Keywords: Servicescape, Brand Experience, Social Media Marketing, Brand Image, Consumer Decisions, Marketing Management.

Evaluación y componentes de la experiencia de marca en la publicidad de Instagram

La experiencia que tienen las personas frente a la publicidad en redes sociales es un tópico de interés en la gestión de marketing digital; en este sentido, el concepto de brand experience ofrece una alternativa para mejorar la comprensión de las dimensiones críticas que optimizan los vínculos y atención de los consumidores hacia las marcas que deciden hacer publicidad. El objetivo de esta investigación fue analizar los componentes evaluativos de la experiencia frente a la publicidad de ropa en la red social Instagram. Se desarrolló una investigación de naturaleza cuantitativa utilizando como técnica de recolección de datos, la encuesta online. Los resultados, a través de análisis descriptivo y solución factorial, revelan tres factores constitutivos de la experiencia. Finalmente, discutimos el dominio del componente comportamental, seguido por el componente afectivo y a su vez, el componente intelectual de la experiencia de marca en Instagram.