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Keywords: Experiential view of consumption
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Journal Articles
On the relationships among brand experience, hedonic emotions, and brand equity
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Journal:
European Journal of Marketing
European Journal of Marketing (2015) 49 (7-8): 994–1015.
Published: 13 July 2015
...Cherng G. Ding; Timmy H. Tseng Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology...
