Ảnh hưởng của trải nghiệm thương hiệu đến lòng trung thành thương hiệu trong kinh doanh bán lẻ thời trang
DOI:
https://doi.org/10.24311/jabes/2016.27.3.795Keywords:
Brand experience, fashion brand experience, brand loyaltyAbstract
In the retail environment where increasingly fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. With the data collected from direct personal interviews with 285 consumers aged between 18-35 of such two fashion brands as Ninomax and Blue Exchange in Danang City, the findings suggest positive effects of the constructs of brand experience concerning feelings, emotions, cognitions, and relation on the two concepts of shopping experience and product experience, both of which, in turn, have positive effects on brand personality, brand trust, brand satisfaction, and brand loyalty. Particularly, brand trust is found to have no effect on brand loyalty
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