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Consumer-brand relationship of courier service users: The role of brand experience as an antecedent of CBR
| Content Provider | Scilit |
|---|---|
| Author | Disman Rezza, A. M. Hurriyati, R. Wibowo, L. A. |
| Copyright Year | 2020 |
| Description | This study examines how consumer-brand relationship (CBR) can be formed by increasing perceived brand experience of consumer. This research used cross-sectional survey with explanatory method and used structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 courier service consumers in West Java. The result indicates that brand experience is a good predictor of consumer-brand relationship especially to brand-self distance variable. Experiencing the brand is indeed prerequisite for developing customer-brand relationship over time. Book Name: Advances in Business, Management and Entrepreneurship |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2020-0-19950-3&isbn=9781003131465&doi=10.1201/9781003131465-90&format=pdf |
| Ending Page | 426 |
| Page Count | 4 |
| Starting Page | 423 |
| DOI | 10.1201/9781003131465-90 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2020-12-07 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Advances in Business, Management and Entrepreneurship Business and Management Tourism, Leisure, Sport and Hospitality Survey Modelling Structural Brand Relationship Brand Experience Courier Service Consumer Brand |
| Content Type | Text |
| Resource Type | Chapter |
