This study aimed to investigate the direct effect of brand experience and perceived value customers on loyalty indirect through trust as mediating variable. used a questionnaire distributed 130 loyal Susu Nandhi Murni produced by KUD Batu. The sampling technique was purposive sampling, method data analysis Partial Least Square (PLS). results demonstrated positive significant loyalty. In additio...

We investigate drivers of consumer purchase decisions when shopping experience goods online, using the context of expertise literature in business topics. Based on 60,000 books from Amazon.de, we test hypotheses on the effects of (1) “brand” characteristics (author’s background, reputation, experience, demographics), (2) product characteristics (publisher, price, page count, reading excerpts, c...

This paper is part of a research agenda that adopts the paradigm of co-creation to analyse the process and practice of place branding with the intention of recommending a set of principles for place branding. This particular research investigates the interactions and relationships between people and their place to identify the constructs that are interwoven into those interactions and which inf...

In the world of business, Barbie is more than a toy; she is an icon. She made the career of Jill Barad, who became CEO of Mattel on the basis of Barbie’s sales. Philip Evans and Thomas Wurster use Barbie to illustrate the idea of brand as experience, in this case, “a fantasy world for young girls and a collectible for adults.” The image of Barbie, the stories and imaginative play woven around h...

On the Internet today, a type of customer called “Information Seeker” may develop more easily, who tries to gather independent sources of information about different products prior to purchase and thus makes a deliberate selection rather than trusting sellers or brands. Therefore, the function of brands in transmitting information will lose significance, with enormous impact on brand loyalty, e...

This research uses the theory of flow to examine the effect of 2D versus 3D virtual world environments on brand equity and use intention. The results suggest that a 3D virtual world environment has both positive (indirect) and negative (direct) effects on brand equity. The positive, indirect effect of the 3D virtual world environment occurs through feelings of telepresence and enjoyment, both o...

Abstract Based on a retail fashion brand, this article investigates how brand experience affects equity when it is mediated by love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, strategic planning critical to success comes building strong enduring relationships with customers. 560 res...

As the population of Facebook users continues to grow, companies are paying increasing attention to the influence of social networks to promote brands. They are using this emerging platform to carry out marketing activities. However, fewer studies have actually discussed the benefit which brands could attain by operating on a social networking site. Therefore, this study aims to understand the ...