Impact of students’ experiences on brand image perception: the case of Vietnamese higher education

Thúy, Võ Thị Ngọc; Thao, Hoang Doan Phuong

doi:10.1007/s12208-016-0171-x

Cited by 9 publications

(18 citation statements)

References 63 publications

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“…The brand experience can be conceptualized as the customers perception in each contact with the brand, the brand images projected in advertisements, in personal contact, or at the level of quality of the treatment received, being understood as subjective responses and internal to the consumer (sensations and cognitions) and behavioural responses stimulated by the brand such as the design and identity, packaging, communications and the environment itself where the brand is exposed (Hirschman & Holbrook, 1982;Jung & Soo, 2012;Keng, Tran & Thi, 2013;Schmitt, 1999;Sahin, Zehir & Kitapçi, 2011;Thuy & Thao, 2017). of assessment, planning and tracking results of these interactions (Brakus et al, 2009).…”

Section: Brand Experiencementioning

confidence: 99%

“…The brand experience has cognitive, emotional, behavioural, sensory and social dimensions throughout the customer experience in the process of buying, using and disposing of the brand and by stimuli related to the brand (Brakus et al, 2009;Jung & Soo, 2012;Keng et al, 2013;Lemke, Clark & Wilson, 2011;Lemon & Verhoef, 2016;Schmitt, 2009;Thuy & Thao, 2017;Walls, Okumus, Wang, & Kwun, 2011). Thus, the brand experience considers both the rational and the irrational assumptions of consumer behaviour (Ebrahim, 2013), being something very emotional and personal of each consumer (Hirschman & Holbrook, 1982;Carù & Cova, 2003;Pine II & Gilmore, 1998).…”

Section: Brand Experiencementioning

confidence: 99%

“…The concept of brand experience includes several dimensions, being the sensorial dimension related to visual, auditory, tactile, olfactory and taste stimuli (Zarantonello & Schmitt, 2010;Özer & Köse, 2013), i.e., are the aesthetic and sensory experiences of consumers (Schmitt, 1999;Thuy & Thao, 2017).…”

Section: Brand Experiencementioning

confidence: 99%

“…The affective dimension is related to the feelings generated by the brand and its emotional influence and creation of bonds with the consumer (Zarantonello & Schmitt, 2010;Özer & Köse, 2013), directed the "felling marketing " that involves the internal feelings and emotions of the customers (Schmitt, 1999;Thuy & Thao, 2017).…”

Section: Brand Experiencementioning

confidence: 99%

“…In academic terms, this research is justified due to the fact that the management of the customer experience is a new area of study and that despite what has already been researched, there are still many contributions to be made in this theme (Lemon & Verhoef, 2016;Ramaseshan & Stein, 2014), demanding more research efforts (Thuy & Thao, 2017) and that in the last 10 years the theoretical evolution of this theme was small (Andreini, Pedeliento, Zarantonello, Solerio, 2018). In addition, Ramaseshan and Stein (2014), Walter, Cleff and Chu (2013) and Cleff, Dorr, Vicknair & Walter (2013) propose new studies that analyze the experience and brand personality, as well as their effects in the loyalty of customers, reinforcing the significant contribution of this type of research for the theory of interpersonal relationships and the literature of brand relationship with the consumer, in addition to the increase of the number of brands tested.…”

Section: Introductionmentioning

confidence: 99%

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Consequences of the Brand´s Experience in Consumers of Smartphones Sector

2019

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The purpose of this work is to measure the influence of brand experience of users of smartphones and its consequence in relation to the brand loyalty. The data collection occurred through the use of social media and 570 valid questionnaires were obtained in more than 120 cities in Brazil. The data analysis occurred through the application of the techniques of multivariate data analysis. Of the eigth tested hypotheses, seven of them were supported. It was concluded that the brand experience significantly influences the brand personality, which also significantly influences the consumer satisfaction. In addition, the brand experience, the brand personality and the satisfaction influence the consumers loyalty, which has a value of approximately 60% for the explained variance. The formation of the constructs was also verified of a second level of experience of the brand and the brand personality.

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