دانلود مقاله ISI انگلیسی شماره 85678
کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
85678 2018 12 صفحه PDF سفارش دهید 11266 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Business Research, Volume 86, May 2018, Pages 374-385

پیش نمایش مقاله
پیش نمایش مقاله

چکیده انگلیسی

This empirical study integrates the theory of brand touchpoints and the theory of brand experience to investigate the combined effect of pre-consumption and consumption experience on consumer perceived value (CPV) and brand preference. We chose cosmetics retailing for investigation and consumers from a major emerging market: China. Findings reveal that favorable experience with the brand's marketing communication activities during the pre-consumption stage will elicit positive affective responses to enhance brand preference that contributes directly to perceived value and indirectly to brand loyalty. The study extends the conceptualization of consumption-based evaluation of perceived value of service brands to include the consideration of pre-consumption experience. Our findings contribute to a better understanding of the impact of different contact points on the development of brand equity in both pre-consumption and consumption phases from a holistic brand management perspective and provide guidelines for resource allocation on various marketing mix programs.

خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.