Purpose
The banking sector is devoted to attracting Generation Y customers with their particular tastes and interests. The purpose of this paper is to explore for the first time how bank experience influences emotions and perception of brand equity. Using the stimulus–organism–response (S–O–R) framework, the authors consider the perception of brand equity as the outcome.
Design/methodology/approach
A panel based on the method of Walsh and Beatty (2007) with completed and usable questionnaires was used to test the proposed model. The authors selected a sample of 211 respondents. After eliminating some inconsistencies, a final data sample consisted of 205 usable survey participants (male: 58 percent; female: 42 percent).
Findings
Executional excellence, staff engagement and value for money are the most relevant indicators in shaping the overall bank experience. Pleasure is the positive emotion that most enhances the perception of brand equity.
Originality/value
This study extends the S–O–R model by employing dimensions of experience as stimuli and brand equity as response. The study demonstrates the role of emotions (particularly pleasure) in enhancing brand equity among individuals from the Generation Y.
When regarding the literature on engagement, we may find the term associated to co-creation, interactions, processes, levels of knowledge, consumption frequency. Engagement goes beyond involvement and commitment and comprises a proactive relationship between a tourist and the object or place (e.g. attraction). Yet, more research is required to understand the drivers of consumer engagement. Therefore, the aims of the current study are (i) to investigate the relationship between place attachment, place authenticity and tourism engagement, (ii) the mediation role of place authenticity between place attachment and tourism engagement and (iii) the moderation effect of past experience in the relationship between place attachment and tourism engagement. A sample of 346 international tourists to major visitor attractions in Lisbon (capital of Portugal): Belem Tower and Jeronimos Monastery was used. The results indicate a positive correlation between place attachment and tourist engagement, place attachment and place authenticity and between place authenticity and tourist engagement. Place authenticity seems to have a partial mediation between place attachment and tourist engagement. Past experience has also a moderate effect on the relationship between place attachment and tourist engagement. Conclusions, implications and further research are discussed and suggested at the end of the study.
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