广告
品牌忠诚度
品牌管理
背景(考古学)
品牌知名度
品牌资产
营销
旅游
越南语
调解
品牌社群
业务
概念化
品牌体验
心理学
新产品开发
社会学
计算机科学
政治学
人工智能
古生物学
哲学
法学
生物
产品管理
语言学
社会科学
作者
Lan-Anh Phan Tran,Ting-Yueh Chang
标识
DOI:10.1080/1528008x.2022.2109239
摘要
Recently, the research theme regarding online brand experience has gained much attention from tourism academics and practitioners. Drawn upon the extended Attachment–Aversion relationship model, a proposed mediation model aims to examine the relationships among online brand experience, brand attachment, and online brand loyalty in the context of online booking. Accordingly, Smart-PLS 3.0 is employed to examine the PLS-SEM model with the data of 304 Vietnamese respondents. The findings validate the measurement scale of six sub-dimensions, which contributes to the literature a novel conceptualization of online brand experience. Furthermore, individual weights of sub-dimensions provide a deeper understanding of how online bookers experience online platforms. Also, the research complements empirical evidence of the mediating effect of brand attachment on the relationship between online brand experience and online brand loyalty through the lens of brand prominence and brand-self connection regarding the online context, consequently strengthening its significance in the e-branding literature. Additionally, managerial insights are provided to marketers in creating proper marketing strategies.
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