أثر خبرة العلامة التجارية على قيمة العلامة التجارية: دراسة تطبيقية

The objective of this research is to explore the relationship between brand experience and customer equity (value equity, brand equity, and relationship equity). We examine the impacts of different contact points’ experiences (media contact, physical environment contact, people contact, and product usage contact) and different dimensions of brand experience on customer equity. Further we investigate the possible moderating effects of different brand positioning and strategies – hedonic and utilitarian, on this relationship. The data which are collected via online survey includes 410 observations with brand experience and 83 without brand experience, 493 valid samples in total. We found that positive and strong brand experience is the key factor for building strong customer equity. Although the impacts of all four contact points’ brand experiences are significant, product usage contact has the most powerful influence on customer equity and its individual drivers. The results also indicate that the different brand positioning strategies do have moderating effects. For utilitarian brand, only brand experience at product usage contact point has significant impact on customer equity and its three drivers. For hedonic brand, all four contact points’ experiences have significant relationships with customer equity. Finally, the four experience dimensions (sensory, affective, intellectual, and behavioral) have different impacts on customer equity and its three drivers at different experience contact points.

Exploring the dimensions of online destination brand experience: Spanish and North American tourists' perspectives

PurposeIt is observed that bank transactions are at the top of the list as consumers' online transactions increase day by day. We assume that creating an emotion-rich experience will be more effective in ensuring brand awareness, brand associations, perceived quality and brand loyalty, which affect the creation of consumer-based brand value. In this study, it is aimed to determine the relationship of the emotional brand experiences of internet banking users in the brands they use on creating consumer-based brand equity.Design/methodology/approachThe data in the answers of 484 participants among the 504 people who filled out the questionnaire on social media with the snowball sampling method and were determined to have consistent answers and stating that they used internet banking, were analyzed by SPSS and Structural Equation Modeling (SEM).FindingsThe emotional experiences of internet banking users in Turkey with the internet brand they use have a relationship on all four dimensions (brand awareness, brand loyalty, brand associations and perceived quality) that make up consumer-based brand equity. In this study, the relationship was determined as brand awareness, brand loyalty, perceived quality and brand associations, respectively. The dimensions of the relationship of internet banking users emotional brand experience and consumer-based brand equity were supported.Research limitations/implicationsThe research was carried out with internet banking users in Turkey. The results of this research can be compared with studies to be conducted in different countries and with different product brands. In addition, the level of contribution can be increased by investigating the emotional brand experience by comparing positive and negative emotions.Practical implicationsAs online connection allowing instant access to unrecognized places and being able to reach brands from long distances instantly makes the emotional experience that can create emotional attachment between the brand and the customer, and brand awareness, brand loyalty, brand association and perceived quality, which are the dimensions of consumer-based brand equity affected by emotional experience, much more important. This importance is increasing day by day as the positive emotional experience to be created in banking services is directly related to access to money. Banking transactions are generally considered as cognitive transactions, and decisions are made and implemented within a cognitive context. However, the findings of this research suggest that decisions should be made and implemented that will enable consumers to gain experiences that can affect their emotions as well as their cognition.Originality/valueConsidering the importance of strategies and tactics that prioritize the creation of consumer-based brand equity in marketing theory, the importance of adding emotional brand experience to these strategies and tactics is supported by the results of this research as originality value. Although the effect of brand experience on consumer-based brand value has been widely researched in the literature, the fact that the effect of brand experience, especially emotional brand experience, on consumer-based brand experience in internet banking transactions has not been sufficiently researched and that this effect has been investigated specifically for Turkey, unlike the literature, increases the original contribution of the research.

In a retail business, how does goal affect customer experience? What are the relationships among the various dimensions of customer experience? And how does customer experience influence consumer’s purchase intentions? In a retail business, the impacts of goal on customer experience are widely acknowledged to be important in current literature. To investigate this problem, we need to identify the relationships among the various dimensions of customer experience, which may significantly influence consumer’s purchase intentions. We address these related questions by using structural equation model with the data in China. The results indicate that: (1) utilitarian-oriented goals have a significant effect on sensory experience and social experience, while the effect of these goals on emotional experience is insignificant. And hedonic-oriented goals have a positive effect on sensory experience, emotional experience and social experience. (2) In terms of the dimensions of customer experience, higher sensory experience leads to higher emotional experience and higher social experience, while the impact of emotional experience on social experience is insignificant. (3) Emotional experience and social experience have a positive effect on purchase intentions, and sensory experience has an indirect impact on purchase intentions. Based on these findings, we propose some managerial implications and suggestions. Key words: Goals, customer experience, purchase intentions.

PurposeThis study aims to understand the multifaceted fashion‐brand experience. By identifying the constructs and conceptualizing the building process of fashion‐brand experience, this study also aims to demonstrate the cognitive, affective, and behavioral brand experience dimensions in accordance with the customer‐based brand equity hierarchy. In addition, by comparing two rivaling fashion brands, this study seeks to empirically depict the exclusivity of the Korean apparel market.Design/methodology/approachBased on three studies conducted in South Korea, the fashion‐brand experience scale was validated. Confirmatory factor analysis and structural equation modeling revealed that the scale consisted of brand awareness, brand performance, brand imagery, customer judgments, customer feelings, and customer‐brand resonance according to cognitive, affective and, behavioral brand experience dimensions. Additionally, the brand effect was controlled by comparing the composition of the two brands.FindingsFashion‐brand experience highlights the robust affective dimension that is created via the relational extension of brand imagery, customer feelings, and customer‐brand resonance. In addition, as a condition necessary for affective experience, the cognitive brand judgment is created by a credible opinion related to brand performance. On a comparison of the disparity of hypothetical relationships between brands, it may be inferred that Polo proffers both cognitive judgments and affective feelings prior to the resonance experience, while Giordano augments the affective experience by engaging exclusive customer feelings.Research limitations/implicationsStructural relationships among six dimensions of brand experience may vary when different product categories and brands are compared. To improve the generalization of empirical findings, varied consumer samples should be employed, and other control effects, such as personal and cultural factors, should be considered.Originality/valueTo provide insight into the transition of a fashion‐brand experience toward the global consumer experience archetype, this study underscores the unique nature and dimensional structure of fashion‐brand experience by theorizing a customer‐based brand equity approach.

Brand equity is very important to the company. Companies need to form good strategies and innovations to build brand equity. In building brand equity (brand awareness, brand association, perceived quality, brand loyalty), companies need to create a good brand experience (sensory, affective, behavioural, intellectual) so that it will affect the company's brand equity. Tight competition among marketplace players, making the company compete - a competition in providing a good brand experience in order to create good brand equity. One of marketplace from Indonesia, Tokopedia is already active in providing brand experience. But it is not yet known whether the experience provided by the company affects brand equity. This study aims to find out if the experience of a brand that has 12 items can be used to measure the equity of brands that have 16 items onTokopedia. The research method used is quantitative. Trials have been conducted on variable items of brand experience and brand equity. Results show that there are only 26 items declared valid and reliable.

The emergence of “experience” as another forms of business offerings (Pine and Gilmore, 1999) and the failure of implementing customer relationship management to create the expected levels of value for customers and profitability for organizations (Palmer, 2010; Barnes, 2002) have prompted the practitioners and academic scholars to explore the successor of customer relationship management, which is known as customer experience. Pine and Gilmore (1999) asserted that companies need to create memorable experiences to each customer for the purpose of generating greater economic value in the experience-based economy, instead of simply making goods and delivering services to the customers (Kim, Cha, Knutson and Beck, 2011). For the purpose of creating differentiated and memorable customer experience, this research paper would like to evaluate the direct and indirect relationship between social environment and customer experience (including sensory experience, emotional experience and social experience). A total of 330 respondents participate in this research. The findings revealed thatsocial environment is related to the sensory experience and emotional experience respectively.Furthermore, the research findings also concluded the interactive relationships between the dimensions of the customer experience: (1) the sensory experience is positively related to the emotional experience; (2) the emotional experience is positively related to the social experience; and (3) the sensory experience is positively related to the social experience.

This study is to find out the role of Brand Equity in mediating the influence of Credibility Endorser and Brand Experience on Purchase Intention of wardah products. A study found that endorsers who are considered knowledgeable, reliable, and physically attractive are considered credible. They generate a positive attitude towards the endorsed brand and increase Purchase Intention. The data source used in this study is primary data. Primary data collection was carried out by distributing questionnaires to users of Wardah skincare products in Cirebon City to find out their behavior in making purchases through Google Form. A sample of 150 respondents was used for analysis. data analysis using SmartPLS SEM. Based on the data analysis that has been carried out, Brand Experience and Brand Equity have a positive and significant effect on Purchase Intention, Credibility Endorser has a positive but not significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Intention, Brand Equity acts as a mediator of the influence of Credibility Endoser and Brand Experience on Purchase Intention. Purchase Intention will be better if Credibility Endorser and Brand Experience are mediated by Brand Equity, meaning that in an effort to increase Purchase Intention, Brand Experience needs to be improved without forgetting Brand Equity which is a mediating variable.

This study aimed at determining the influence of brand experience in generating the loyalty of customers towards mobile money service brands in Tanzania. It applied an explanatory research design in which structural equation modelling was utilized to analyze survey data from 299 respondents that were obtained through random sampling techniques. The findings reveal that sensory, affective, behavioral, intellectual and relational experiences have a significant and positive impact on brand loyalty. However, the relational experience was found to be more powerful in building the loyalty of customers.  It is concluded that sensory, affective, behavioral, intellectual and relational experiences are antecedents of brand loyalty. Thus, it is recommended that mobile money operators and other dealers should devotedly develop brands that impart customers with better experiences which in turn increases the loyalty of customers on their brands. This will enable them to be competitive and differentiate themselves from competitors. This study strengthens the theoretical foundation of the link between brand experience dimensions and brand loyalty.Keywords: Brand experience, brand loyalty, mobile money services, Tanzania.

This is because it relates to the suitability of the target market that has been made. The large number of different brand choices on the market encourages Wardah to be superior in competition, namely through good brand equity in order to seize market share and gain profits, because good brand equity will create added value for consumers to make repeated product purchases in the future. come. Given the very high competition, encouraging the cosmetic industry to carry out various strategies to win the competition. Wardah carries out various strategies to attract customers to make purchases, one of which is a strategy based on emotional motives, namely by reviewing the experience that users get from the product. This study aims to analyze the effect of social media marketing on brand equity, brand loyalty and brand experience. The research method uses quantitative methods with purposive sampling technique. The distribution of the questionnaire was made online via the Google form which was distributed to 240 respondents within one week. Analysis can in this study use Partial Least Square (PLS). The results of this study are that there is a significant influence between social media marketing on brand equity, brand loyalty and brand experience. Brand experience has an influence on brand loyalty and brand equity.

Who is more influenced by customer equity drivers? A moderator analysis in a professional soccer context

Loyalty is an essential asset for a particular brand to maintain excellent relationships with its customers and secure its continuing long-term business. An understanding customers' emotional and rational dimensions regarding brand performance is required to collect information to develop a great brand management strategy. Therefore, this study examines mediating roles of both brand love and brand trust in relation to the dimensions of brand experience (sensory, affective, intellectual, and behavioral) and brand loyalty in the coffee shop business context. A total of 225 valid questionnaires were collected from Generation Z (Gen Z) and Y (Gen Y) coffee consumers in Yogyakarta, Indonesia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was selected as an analytical method to evaluate the research results. The results show that affective, intellectual, and behavioral experiences directly influence brand love and brand trust, while the sensory experience only affects brand love. Furthermore, brand love and brand trust are proven to have a direct influence on brand loyalty. Subsequently, brand love successfully mediates the effect of each dimension of brand experience on brand loyalty. In contrast, brand trust is not successful in mediating the effect of sensory experience on brand loyalty. The results also clearly show that none of the model coefficient paths are significantly moderated by generation due to the small age gap. Finally, the findings suggest what all factors that could enhance brand loyalty to achieve competitive advantages and develop marketing strategies are. Limitations and further research are also discussed.

Purpose: This study aims to analyze the impact of sensory, emotional, and social experiences on the repurchase intention of consumers using Skintific skincare products in Bandar Lampung, particularly within the context of Islamic ethical business practices.Methodology/Approach: A quantitative research approach was employed, utilizing non-probability sampling techniques. The study involved 104 respondents who had previously used the Skintific products. Data analysis was conducted using descriptive statistics and Partial Least Squares (PLS) to assess the relationships between the variables.Results/Findings: The results indicate that all dimensions of customer experience sensory, emotional, and social have a positive and significant influence on consumers repurchase intentions. This underscores the critical role of customer experience in fostering brand loyalty.Conclusions: Sensory experience, emotional experience, and social experience significantly influence the repurchase intention of skincare consumers in Bandar Lampung, especially when combined with Islamic economic principles that emphasize ethics, fairness, and customer welfare. By implementing these values-based marketing strategies, skincare brands can increase customer loyalty and satisfaction sustainably.Limitations: The study acknowledges certain limitations, including the focus on a specific product and location, which may affect the generalizability of the findings. Additionally, the research highlights the need for further exploration of how Islamic ethical principles can be integrated into marketing strategies to enhance customer experiences.Contributions: This study contributes to understanding how sensory, emotional, and social experiences influence consumers repurchase intention of skincare products in Bandar Lampung. In addition, this study highlights the role of Islamic economic principles in forming ethical and loyalty-oriented marketing strategies.

Customer Journey Mapping (CJM) constitutes a cornerstone of Customer Experience (CX) management. It encompasses the totality of interactions between a customer and an organization across the entire customer-company relationship lifecycle. CJM strives to visually represent these interactions, facilitating an in-depth analysis of the customer journey and enabling the design of experiences that optimally align with customer expectations. This study employs a case study approach, utilizing secondary customer data from a telecom company in Egypt. This research explores the application of process mining to generate automated, data-driven customer journey maps. By leveraging event log data, we aim to identify recurring customer pain points and optimize Customer Experience (CX) at both individual and organizational levels. The study investigates the lifecycle of customer support journeys, demonstrating how resolution quality significantly influences customer experience. The findings derived from the journey mapping and subsequent analysis pave the way for substantial improvements in support process efficiency. They underscore the necessity for new company-level Key Performance Indicators (KPIs) and can be instrumental in delivering personalized customer experiences. This research contributes significantly to the existing body of knowledge on Customer Experience Management (CEM) by presenting a methodology that can be applied across various businesses to analyze and enhance customer journeys. Notably, process mining offers a substantial advantage over traditional qualitative methods in analyzing customer journeys. To the best of our knowledge, this study represents a pioneering investigation of this phenomenon within the Egyptian context.

<div><p><em>As consumers of health services, patients are increasingly aware of their rights and demand quality health services. The high quality of hospital services is expected to lead to satisfaction and positive patient experiences, which can positively affect the hospital's brand. Brand equity is a precious hospital asset to face a competition between hospitals. Seto Hasbadi Hospital faces stiff competition in Bekasi City with 40 other hospitals. In this study, Seto Hasbadi Hospital wanted to find out how the marketing activities affect the customer experience, which affects the Customer-Based Brand Equity (CBBE). This research uses marketing variables: physical environment, interpersonal care activity, technical process, administrative process, core services, service communication, access convenience, social responsibility, customer experience, and customer-based brand equity (CBBE). The number of samples in this study was 376 respondents with data analysis using Structural Equation Modeling with SmartPLS software. Marketing activities that positively and significantly impact customer experience are the physical environment, access, convenience, and social responsibility. The customer experience variable positively and significantly affects the Customer-Based Brand Equity variable. Because the R square value of the Customer-Based Brand Equity is very small, further research can look for other factors that can affect the brand equity of Seeto Hasbadi Hospital</em><em></em></p></div>