... experiential balance and ambivalent experience – based on the dual valence of their brand experience. Findings The findings reveal that the positive emotional, social and cognitive dimensions of the online banking brand experience significantly enhance satisfaction, loyalty and WOM, whereas the negative...

... the relationships between value co-creation, brand experience, brand equity and reputation. Findings The results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand...

..., with the use of the PLS-MGA group method. Findings Results reveal the positive effects of interactivity and social presence on brand engagement and positive associations between brand engagement, brand experience, satisfaction and loyalty. The results also reveal that brand experience completely mediates...

...Dhananjay Bapat Purpose The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands. Design/methodology/approach This study used a convenience...

...Imran Khan; Zillur Rahman; Mobin Fatma Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating...