The Impact of Brand Experience on eWOM: Brand Love and Brand Loyalty as Mediators in Consumer Electronics

• 발행기관: People & Global Business Association
• 저자명: Nguyen Kim Thoa Dam Tri Cuong
• 간행물 정보: 『Global Business and Finance Review』Vol.29 No.5, 176~186쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.06.30

영문 초록

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The PLS-SEM approach was implemented to gauge the measurement and structural model. Findings: The finding demonstrates that brand experience, brand love, and brand loyalty have a beneficial impact on eWOM. Furthermore, brand love and brand loyalty serve as mediators connecting brand experience and eWOM. Research limitations/implications: This research might be used by scholars and practitioners to investigate how brand experience impacts eWOM in the consumer electronics sector, focusing on brand love and brand loyalty as mediators. Originality/value: This investigation is one of the pioneers in deploying the SOR model to analyze how brand experience affects eWOM. It also contributes to existing research by highlighting the roles of brand love and brand loyalty as mediators in connecting brand experience with eWOM.

목차

I. Introduction

II. Literature Review

III. Methodology

IV. Results

V. Discussions

VI. Implications and Limitations

References

키워드

Brand experience Brand love Brand loyalty eWOM