Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China

Detalhes bibliográficos
Autor(a) principal: Li, Sijia
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/20846
Resumo: This research takes Starbucks as an example to study the relationship between brand experience, brand image, perceived value and customer engagement. Using a sample of 291 valid questionnaires collected in China, regression analyses were employed to test the hypotheses. The main findings of the study indicate that: (1) brand experience is positively related to perceived value; (2) brand image is positively related to customer engagement; (3) perceived value partially mediates the relationship between brand experience and customer engagement; (4) perceived value partially mediates the relationship between brand experience and customer engagement.
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spelling Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in ChinaBrand experienceBrand imagePerceived valueCustomer engagementStarbucks ChinaExperiência de marcaImagem de marcaValor percebidoEnvolvimento do clienteThis research takes Starbucks as an example to study the relationship between brand experience, brand image, perceived value and customer engagement. Using a sample of 291 valid questionnaires collected in China, regression analyses were employed to test the hypotheses. The main findings of the study indicate that: (1) brand experience is positively related to perceived value; (2) brand image is positively related to customer engagement; (3) perceived value partially mediates the relationship between brand experience and customer engagement; (4) perceived value partially mediates the relationship between brand experience and customer engagement.Esta pesquisa toma a Starbucks como exemplo para estudar a relação entre experiência de marca, imagem de marca, valor percebido e envolvimento do cliente. Utilizando uma amostra de 291 questionários válidos recolhidos na China, foram utilizadas análises de regressão para testar as hipóteses. As principais conclusões do estudo indicam que: (1) a experiência da marca está positivamente relacionada com o valor percebido; (2) a imagem da marca está positivamente relacionada com o envolvimento do cliente; (3) o valor percebido medeia parcialmente a relação entre a experiência da marca e o envolvimento do cliente; (4) o valor percebido medeia parcialmente a relação entre a experiência da marca e o envolvimento do cliente.2020-11-20T16:32:25Z2022-07-27T00:00:00Z2020-07-27T00:00:00Z2020-07-272020-07info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/20846TID:202534553engLi, Sijiainfo: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:RCAAP2023-11-09T17:37:18Zoai:repositorio.iscte-iul.pt:10071/20846Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:17:01.326914Repositório 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 Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
title Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
spellingShingle Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
Li, Sijia
Brand experience
Brand image
Perceived value
Customer engagement
Starbucks China
Experiência de marca
Imagem de marca
Valor percebido
Envolvimento do cliente
title_short Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
title_full Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
title_fullStr Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
title_full_unstemmed Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
title_sort Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
author Li, Sijia
author_facet Li, Sijia
author_role author
dc.contributor.author.fl_str_mv Li, Sijia
dc.subject.por.fl_str_mv Brand experience
Brand image
Perceived value
Customer engagement
Starbucks China
Experiência de marca
Imagem de marca
Valor percebido
Envolvimento do cliente
topic Brand experience
Brand image
Perceived value
Customer engagement
Starbucks China
Experiência de marca
Imagem de marca
Valor percebido
Envolvimento do cliente
description This research takes Starbucks as an example to study the relationship between brand experience, brand image, perceived value and customer engagement. Using a sample of 291 valid questionnaires collected in China, regression analyses were employed to test the hypotheses. The main findings of the study indicate that: (1) brand experience is positively related to perceived value; (2) brand image is positively related to customer engagement; (3) perceived value partially mediates the relationship between brand experience and customer engagement; (4) perceived value partially mediates the relationship between brand experience and customer engagement.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-20T16:32:25Z
2020-07-27T00:00:00Z
2020-07-27
2020-07
2022-07-27T00:00:00Z
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/10071/20846
TID:202534553
url http://hdl.handle.net/10071/20846
identifier_str_mv TID:202534553
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
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
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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