How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/19171 |
Resumo: | In recent years, with the improvement of residents' consumption level and the development of the Internet era, the needs of consumers have begun to change. Technology has greatly changed the consumption habits of young consumers. People begin to pursue higher-level needs. When consumers buy products, they not only pay attention to the quality of the products, but also to the wonderful consumption experience brought by the products or brands. Brand experience has become an important variable affecting consumer decision-making. Existing research show that customer experience has importance impact on brand love and purchase behavior. However, there is little attention paid to the antecedents of the brand experience and there are few scholars studying on the connection between brand personality, brand experience and brand love. Consequently, the purpose of this study is to explore the connection between brand personality, brand experience, brand love. The relationship model between the three is constructed based on the previous research. Then we supposed corresponding hypotheses and designed questionnaire, we analyzed the collected data by spss24.0 and draw conclusions : brand personality had a significant positive correlation with college students' brand love and five dimensions of brand experience (affective experience, social identity experience, creative cognitive experience, morality experience, sensory experience) ; These five dimensions of brand experience could positively impact on brand love and could mediate the influence of brand personality on brand love. Product involvement was a regulatory effect in the connection between brand personality and brand love, brand experience and brand love. |
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How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvementBrand personalityBrand experienceBrand loveProduct involvementMarketingMarcaComportamento do consumidor -- Consumer behaviorSatisfação do consumidorTomada de decisãoChinaIn recent years, with the improvement of residents' consumption level and the development of the Internet era, the needs of consumers have begun to change. Technology has greatly changed the consumption habits of young consumers. People begin to pursue higher-level needs. When consumers buy products, they not only pay attention to the quality of the products, but also to the wonderful consumption experience brought by the products or brands. Brand experience has become an important variable affecting consumer decision-making. Existing research show that customer experience has importance impact on brand love and purchase behavior. However, there is little attention paid to the antecedents of the brand experience and there are few scholars studying on the connection between brand personality, brand experience and brand love. Consequently, the purpose of this study is to explore the connection between brand personality, brand experience, brand love. The relationship model between the three is constructed based on the previous research. Then we supposed corresponding hypotheses and designed questionnaire, we analyzed the collected data by spss24.0 and draw conclusions : brand personality had a significant positive correlation with college students' brand love and five dimensions of brand experience (affective experience, social identity experience, creative cognitive experience, morality experience, sensory experience) ; These five dimensions of brand experience could positively impact on brand love and could mediate the influence of brand personality on brand love. Product involvement was a regulatory effect in the connection between brand personality and brand love, brand experience and brand love.Nos últimos anos, com a melhoria do nível de consumo dos moradores e o desenvolvimento da era da Internet, as necessidades dos consumidores começaram a mudar. A tecnologia mudou bastante os hábitos de consumo dos jovens consumidores. As pessoas começam a buscar necessidades de nível superior. Quando os consumidores compram produtos, eles não apenas prestam atenção à qualidade dos produtos, mas também à maravilhosa experiência de consumo trazida pelos produtos ou marcas. A experiência da marca tornou-se uma variável importante que afeta a tomada de decisão do consumidor. Pesquisas existentes mostram que a experiência do cliente tem um impacto importante no amor à marca e no comportamento de compra. No entanto, há pouca atenção aos antecedentes da experiência da marca e há poucos estudiosos estudando a relação entre personalidade da marca, experiência da marca e amor à marca. Consequentemente, o objetivo deste estudo é explorar a relação entre a personalidade da marca, a experiência da marca e o amor à marca. O modelo de relacionamento entre os três é construído com base nas pesquisas anteriores. Em seguida, supusemos hipóteses correspondentes e elaboramos um questionário, e depois analisamos os dados coletados por spss24.0. Por fim, tiramos conclusões: a personalidade da marca teve um impacto positivo significativo no amor à marca dos estudantes universitários e cinco dimensões da experiência da marca (experiência afetiva, experiência de identidade social, experiência cognitiva criativa, experiência de moralidade, experiência sensorial); Essas cinco dimensões da experiência da marca podem impactar positivamente o amor à marca e mediar a influência da personalidade da marca no amor à marca. O envolvimento do produto foi um efeito regulatório na relação entre a personalidade da marca e o amor à marca, a experiência e o amor à marca.2022-10-22T00:00:00Z2019-10-23T00:00:00Z2019-10-232019-09info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/19171TID:202299015engYuan Jinginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:27:01Zoai:repositorio.iscte-iul.pt:10071/19171Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:12:04.340268Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
title |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
spellingShingle |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement Yuan Jing Brand personality Brand experience Brand love Product involvement Marketing Marca Comportamento do consumidor -- Consumer behavior Satisfação do consumidor Tomada de decisão China |
title_short |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
title_full |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
title_fullStr |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
title_full_unstemmed |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
title_sort |
How college students in China view brand experience, brand personality and brand love: Moderate effect of product involvement |
author |
Yuan Jing |
author_facet |
Yuan Jing |
author_role |
author |
dc.contributor.author.fl_str_mv |
Yuan Jing |
dc.subject.por.fl_str_mv |
Brand personality Brand experience Brand love Product involvement Marketing Marca Comportamento do consumidor -- Consumer behavior Satisfação do consumidor Tomada de decisão China |
topic |
Brand personality Brand experience Brand love Product involvement Marketing Marca Comportamento do consumidor -- Consumer behavior Satisfação do consumidor Tomada de decisão China |
description |
In recent years, with the improvement of residents' consumption level and the development of the Internet era, the needs of consumers have begun to change. Technology has greatly changed the consumption habits of young consumers. People begin to pursue higher-level needs. When consumers buy products, they not only pay attention to the quality of the products, but also to the wonderful consumption experience brought by the products or brands. Brand experience has become an important variable affecting consumer decision-making. Existing research show that customer experience has importance impact on brand love and purchase behavior. However, there is little attention paid to the antecedents of the brand experience and there are few scholars studying on the connection between brand personality, brand experience and brand love. Consequently, the purpose of this study is to explore the connection between brand personality, brand experience, brand love. The relationship model between the three is constructed based on the previous research. Then we supposed corresponding hypotheses and designed questionnaire, we analyzed the collected data by spss24.0 and draw conclusions : brand personality had a significant positive correlation with college students' brand love and five dimensions of brand experience (affective experience, social identity experience, creative cognitive experience, morality experience, sensory experience) ; These five dimensions of brand experience could positively impact on brand love and could mediate the influence of brand personality on brand love. Product involvement was a regulatory effect in the connection between brand personality and brand love, brand experience and brand love. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-23T00:00:00Z 2019-10-23 2019-09 2022-10-22T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/19171 TID:202299015 |
url |
http://hdl.handle.net/10071/19171 |
identifier_str_mv |
TID:202299015 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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