دانلود مقاله نقش بازاریابی حسی و تجربه برند در ایجاد دلبستگی عاطفی و وفاداری به برند
چکیده
مقدمه
نظریه و فرضیه
مطالعه 1
مطالعه 2
مطالعه 3
بحث کلی
مفاهیمی برای نظریه
مفاهیم مدیریتی
محدودیت ها و تحقیقات آتی
نتیجه گیری
منابع
Abstract
Introduction
Theory And Hypothesis
Study 1
Study 2
Study 3
General Discussion
Implications For Theory
Managerial Implications
Limitations And Future Research
Conclusion
References
چکیده
مطالعات قبلی در مورد تجربه در فروشگاه بر تأثیر فضای فروشگاه تمرکز دارد. از سوی دیگر، بازاریابی حسی و تجربه برند در ارائه تجربه بهتر مصرف کننده در مطالعات اخیر مهم هستند. بنابراین، هدف این مقاله گسترش دامنه این مطالعه با بررسی اثر علی نشانه‌های بازاریابی حسی و تجربه برند بر دلبستگی عاطفی، و متعاقب آن وفاداری به برند در یک فروشگاه خرده‌فروشی لوکس است. ما همچنین نقش تعدیل کننده تصویر فروشگاه را در روابط مورد مطالعه قرار دادیم. برای این منظور، سه مطالعه جداگانه اما مرتبط (مطالعه 1، N = 409، مطالعه 2، N = 294، مطالعه 3، N = 139) انجام شد. مطالعه 1 نشان می دهد که نشانه های بازاریابی حسی به طور مثبت به افزایش تجارب برند خرده فروشی لوکس کمک می کند. هر دو تجربه بازاریابی حسی و برند در افزایش دلبستگی عاطفی و متعاقب آن وفاداری به برند امیدوارکننده به نظر می‌رسند. یافته‌های مطالعه 2 همچنین نشان می‌دهد که نشانه‌های بازاریابی حسی و تجربه برند به طور قابل‌توجهی با تصویر فروشگاه برای بهبود وابستگی عاطفی مصرف‌کنندگان به برندهای لوکس تعامل دارند. مطالعه 3 الگوی مشاهده شده در مطالعات 1 و 2 را تکرار کرد و بیشتر پیشنهاد کرد که مصرف کنندگان در محیط فروشگاه لوکس نسبت به مصرف کنندگان در محیط فروشگاه های غیر لوکس، وابستگی عاطفی و وفاداری به برند قوی تری را ابراز می کنند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Prior studies on the in-store experience focus on the impact of store atmosphere. Sensory marketing and brand experience, on the other hand, have been found to be significant in providing a better consumer experience in recent studies. Thus, the goal of this paper is to broaden the scope of this study by examining the causal effect of sensory marketing cues and brand experience on emotional attachment, and subsequent brand loyalty in a luxury retail store setting. We also studied the moderating role of store image in the relationships. To this end, the three separate but related studies (Study 1, N = 409, Study 2, N = 294, Study 3, N = 139) were conducted. Study 1 shows that sensory marketing cues positively contribute to enhancing the luxury retail brand experiences. Both sensory marketing and brand experiences appeared promising in increasing emotional attachment and subsequent brand loyalty. Study 2 findings further suggest that sensory marketing cues and brand experience interact significantly with store image to improve consumers' emotional attachment with luxury brands. Study 3 replicated the pattern observed in Studies 1 and 2 and further suggested that consumers in the luxury store setting expressed stronger emotional attachment and brand loyalty than consumers in the nonluxury store environment.
Introduction
Consumer buying habits are changing as they become more experienced-oriented (Bilgihan et al., 2016; Paul, 2019; Husein, Paul & Koles, 2022) and have a greater demand for additional value in products (Wiedmann et al., 2013). Experience-based consumption prioritizes the desire and choice of the consumers (MSI, 2020; Song & Qu, 2019). In the “experience economy,” where the process of purchasing a product is as significant as the product, stores play a crucial part in conveying the retailers' beliefs and market strategy to potential customers (Moore & Doherty, 2007). If performed well, it provides a guided luxury consuming experience that reflects the position of luxury stores and their brand in a consistent and cohesive manner (Manlow & Nobbs, 2013). An experience is a blend of a planned operation, personal memories, and an individual's subjective viewpoint (Wiedmann et al., 2013). Providing enjoyable experiences to attract and emotionally tie consumers has become an important part of luxury management (Kauppinen-Räisänen et al., 2020). Since luxury brands promise a sensory product experience (Jhamb et al., 2020; Joshi & Garg, 2021), the multisensory dimension serves as an integral feature of luxury brands and their related strategies.
Conclusion
To conclude, the study's findings suggest that sensory marketing cues and brand experience play an important role in the luxury retail channel environment to connect consumers emotionally to the brand, thereby ensuring brand loyalty. When people form a strong emotional connection with brands, businesses reap the financial rewards. This emotional underpinning of loyal repurchasing is strongly aligned with emotional attachment with brands. As a result, this study can help luxury marketers who are aiming to increase brand loyalty and connect with their consumers on an emotional level. Further the results exhibit that store image plays a critical role in forming a relationship between a consumer and a brand.
H1: Positive sensory marketing cues have a positive impact on brand experience
H2: Positive sensory marketing cues have a positive impact on emotional attachment with the brand
H3: Brand experience has a positive impact on emotional attachment
H4: Emotional attachment with the brand has a positive impact on brand loyalty
H5a: Store image moderates the relationship between sensory marketing cues and brand experience such that the relationship will be stronger when store image is high, but it is weaker when store image is low
H5b: Store image moderates the relationship between sensory marketing cues and emotional attachment will be stronger when store image is high, but it is weaker when store image is low
H5c: Store image moderates the relationship between brand experience; emotional attachment will be stronger when store image is high and weaker when store image is low