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Publication Detailed Description
Journal Title
Journal of Promotion Management
Year (definitive publication)
2022
Language
English
Country
United Kingdom
More Information
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Abstract
Today, experiences are considered a key differentiating factor for companies as products and
services have become similar in terms of their functional attributes. Moreover, individuals'
choices are increasingly influenced not only by rational factors, but mainly by emotional
factors. This study aims to understand whether the dimensions of experience influence
consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on
survey data. The results show that satisfaction is influenced positively and directly by
affective and sensorial experience and loyalty is influenced positively and directly by
affective and behavioural experience. The results also indicate the existence of an indirect
relationship between the sensory experience and the affective experience with the loyalty
having the mediating effect of satisfaction.
Acknowledgements
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Keywords
Marketing,Brand experience,Experiential marketing,Consumer,Loyalty,Satisfaction
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
