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Erschienen in: Service Business 2/2021

25.03.2021 | Theoretical article

The relationship between brand experience and consumer-based brand equity in grocerants

verfasst von: Hyeon Mo Jeon, Se Ran Yoo

Erschienen in: Service Business | Ausgabe 2/2021

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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 identifies the influence 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, affective, intellectual, and behavioral factors to increase customer brand loyalty in the grocerants sector.

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Metadaten
Titel
The relationship between brand experience and consumer-based brand equity in grocerants
verfasst von
Hyeon Mo Jeon
Se Ran Yoo
Publikationsdatum
25.03.2021
Verlag
Springer Berlin Heidelberg
Erschienen in
Service Business / Ausgabe 2/2021
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-021-00439-8

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