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The impact of brand experience on attitudes and brand image: A quantitative study
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research questions:

How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image?

Purpose of the study:

The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image.

Conclusion:

An engaging brand experience can be delivered by enabling seamless interaction between the consumer and the brand, involving the consumer with the brand at the consumer’s own will, and by ensuring that all the communication efforts as well as the content of each of the brand’s touch points is consistent. By delivering such brand experiences, positive attitudes and brand image; brand affect, can be generated and brand loyalty affected.

Place, publisher, year, edition, pages
2015. , 36 p.
Keyword [en]
brand loyalty, brand experience, brand image, attitude
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-28544OAI: oai:DiVA.org:mdh-28544DiVA: diva2:838481
Subject / course
Economics
Supervisors
Examiners
Available from: 2017-03-20 Created: 2015-06-30 Last updated: 2017-03-20Bibliographically approved

Open Access in DiVA

The impact of brand experience on attitudes and brand image(1352 kB)48 downloads
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File name FULLTEXT01.pdfFile size 1352 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf