The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand...

Technology is changing the way customers and companies interact. How consumer purchasing behavior is affected by the use of technologies which enable them to purchase independently of direct service employee contact - i.e., by shopping via a technological interface rather than in a...

Hotel operators struggle to satisfy the wants of their customers and subsequently retain them by attempting to know the factors that could build up a strong brand relationships and loyal customer base. Over the recent decade, practitioners have engaged in making and maintaining future...

To enlarge current understanding of hospitality brand management, this study investigates the relationship among social identity and social exchange marketing constructs. Therefore, this study develops and empirically tests an integrative model that reflects a comprehensive view of the...

Purpose of the study: This study explored to prove whether this relationship really exists or not. So author examined the case of a clothing brand. Three different types of customer satisfaction were distinguished: (i) satisfaction with the clothes; (ii) satisfaction with the sales service and...

Visiting stores as the conventional way of shopping has been modernized into an online shopping trend. In fact, the emergence of numerous e-commerce sites leads to an interesting and needs-to-be-anticipated competition. Tokobagus.com (now OLX.co.id), a leading online shopping website in...

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty in the virtual shopping in the metaverse. By examining the relationship between consumers' self-concept and their engagement with brands in the virtual shopping environment,...