مقاله انگلیسی رابطه میان تجربه برند و ارزش برند مبنی بر مصرف کننده
Abstract
Introduction
Literature review and hypotheses
Methodology
Research instrument
Data analysis and results
Discussion
Conclusion and limitations
Appendix A
References
Abstract
This study proposes a model that applies brand experience and customer-based brand equity (CBBE) to verify leading variables that can increase brand loyalty in the fast-growing food service sector of “grocerants.” For the empirical analysis, 384 foodservice consumers with experience of using seven South Korean grocerants were surveyed. The study identifes the infuence of brand experience on perceived value and brand loyalty through brand awareness, brand association/image, and perceived quality. The study demonstrates that it is essential to build a CBBE that incorporates sensory, afective, intellectual, and behavioral factors to increase customer brand loyalty in the grocerants sector.
Introduction
People have less time to prepare food due to today’s busy lifestyle. Many are looking for an easy, fast, and enjoyable way to meet their nutritional needs (Yoo et al. 2020). They want satisfying meals made from high-quality ingredients that require little preparation (Clenatano 2018). This has become especially apparent in the face of the widespread use of non-contact services caused by the COVID-19 pandemic worldwide (Jang and Lee 2020). This demand has efected changes in the food industry, which was previously dominated by grocery stores and restaurants.