Presenting a model of structural equations, The effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in cosmetic products
Subject Areas : Ethics and Islamic EducationAbolghasem Gholamreza Tehrani 1 , Houshang Asadollah 2 * , Serajoddin Mohebbi 3 , Shahriar Azizi 4
1 -
2 - دانشگاه آزاد اسلامی، قشم
3 -
4 - دانشگاه آزاد اسلامی، قشم
Keywords: brand sensory experience, brand equity, customer cognitive, emotional and behavioral attachment. ,
Abstract :
The purpose of this study is to provide a model of structural equations for the effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in the cosmetics market. In the present study, a descriptive-survey method has been used. The statistical population of the study was the customers of cosmetic products in Greater Tehran who were selected by random cluster sampling. Based on Cochran's formula, 384 cosmetics customers in Tehran were selected as the statistical sample of the study. In the present study, the Hipula et al. (2017) questionnaire was used. Findings showed that brand sensory experience has a positive and significant effect on brand equity by emphasizing the mediating role of cognitive, emotional and behavioral attachment of the customer in the cosmetics market. The results showed that the proposed model has a good fit with the data of this study and can explain 50% of the variance of cognitive attachment, 40% of emotional attachment, 36% of behavioral attachment and 62% of the variance of brand equity.
آقاداود، سید رسول، ردائی ، مجید. (1392)، تمرین رفتار با مشتري، اصفهان، انتشارات غزل
كريمي علويجه، محمدرضا. ( 1390 ). طراحي و تبيين مدل ايجاد ارتباط ارزش ويژه برند مبتني بر مشتري بر عملكرد برند در بازار (مورد مطالعه: بازار محصولات لبني شهر تهران ) دانشگاه شهيد بهشتي، گروه بازرگاني.
Gholamreza Tehrani, A., Asadollah, H., Mohebbi, S., & Azizi, S. (2020). Designing the Model of Factors Affecting the Customer Based Brand Equity on Brand Performance in the Cosmetics Market. Journal of System Management, 6(1), 53-64.
Huang, C. C., & Chen, S. E. (2021). Establishing and Deepening Brand Loyalty through Brand Experience and Customer Engagement: Evidence from Taiwan’s Chain Restaurants. Journal of Quality Assurance in Hospitality & Tourism, 1-23.
Rudy, H. P., Furinto, A., & Hamsal, M. (2020). Customer Experience, Customer Engagement, and Customer Loyalty in Indonesian E-Commerce Online Retail: A Descriptive Study. Psychology and Education Journal, 57(9), 2899-2907.
Kim, J. H., & Hyun, Y. J. (2010). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424-438.
Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma‐aho, V., & Solem, B. A. A. (2018). The role of social capital in shaping consumer engagement within online brand communities. The Handbook of Communication Engagement, 491-504.
Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management, 26(3), 282-293.
Fang, Y. H. (2017). Beyond the Usefulness of Branded Applications: Insights from Consumer–Brand Engagement and Self‐Construal Perspectives. Psychology & Marketing, 34(1), 40-58.
Waqas, M. (2021). The Role of Brand Experience and Student Engagement in the Creation of Brand Equity in a Higher Education Context. Journal of Nonprofit & Public Sector Marketing, 1-24.
Singh, D., Bajpai, N., & Kulshreshtha, K. (2021). Brand experience-brand love relationship for Indian hypermarket brands: The moderating role of customer personality traits. Journal of Relationship Marketing, 20(1), 20-41.
Situmorang, S. B. M., & Aruan, D. T. H. (2021, May). The Role of Customer Brand Engagement on Brand Loyalty in the Usage of Virtual Hotel Operator. In International Conference on Business and Engineering Management (ICBEM 2021) (pp. 101-109). Atlantis Press.
Buil, I., Martínez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74.
Yang, K. C., & Kang, Y. (2021). Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising. Journal of Creative Communications, 16(1), 7-26.
Boje, D & Dennehy, R. (2000). The Story of Post Modern Management. Sage publication.
Rhodes, C., & Kornberger, M. (2009). Writing in the Crowded Margin: Transgression, Postmodernism and Organization Studies. Journal of Bits of organization, 24, 99.