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Good vibes? The effect Brand Experience has on Attitudinal Brand Loyalty through Social Media.: A Quantitative Study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Authors: Adrian Dilaver and Mario Oreski

Tutor: Urban Ljungquist

Examiner: Anders Pehrsson

Purpose: The purpose of this study the relationship between brand experience, brand trust  and brand loyalty.

Research questions: What type of relationship does brand experience have with brand loyalty?

How does brand trust affect the relationship between brand experience and brand loyalty?

Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 113 respondents.

Conclusion: The findings of this research partially supports that sensory-, intellectual- and behavioral experience have a positive- and direct relationship with brand loyalty. Affective experience did not have a positive relationship with brand loyalty, not even when tested separately. The mediating variable in this study (brand trust), also partially mediated the relationship between sensory-, intellectual- and behavioral experience and brand loyalty. However, brand trust did not mediate the relationship between affective experience and brand loyalty.   

Place, publisher, year, edition, pages
2017. , 50 p.
Keyword [en]
Branding, Social Media, Marketing, Brand Trust, Brand Loyalty, Brand Experience
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65110OAI: oai:DiVA.org:lnu-65110DiVA: diva2:1107895
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Note

Acnkowledgments

This study could not have been conducted without the help of several people. Firstly, we would like to thank Urban Ljungquist for his guidance and assistance throughout this process. We would also like to thank Anders Pehrsson for giving us valuable feedback and input during the seminars. Further, we want to thank all of the respondents who participated in our survey and made it possible for us to conduct our research. Lastly, the researchers would like to thank each other for supporting and encouraging one another during this process.

Linnaeus University  

Växjö 26th of May 2017

Available from: 2017-06-12 Created: 2017-06-11 Last updated: 2017-06-12Bibliographically approved

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