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http://dx.doi.org/10.9723/jksiis.2019.24.051

The Structural Relationship between Brand Engagement and Customer Delight by Sports Brand Experience  

Choi, Soow-A (조선대학교 경영학부)
Hwang, Yoon Yong (조선대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.24, no.3, 2019 , pp. 51-66 More about this Journal
Abstract
The purpose of this study is to investigate the effect of brand experience on brand engagement and customer delight on sports brands belonging to experiential products. In addition, we examined how brand engagement influences consumers' perceptions, emotions, and behavioral responses to brands. As a result, it was confirmed that the brand experience has a positive influence on the brand engagement, customer delight, and brand satisfaction. In particular, it has been confirmed that brand engagement has a positive influence on brand loyalty, so that customers with high brand engagement tend to establish a long-term relationship with the brand. In addition, brand satisfaction has a positive effect on customer delight. Therefore, it is necessary for the brand manager to utilize the brand experience elements and brand engagement to enhance the value of the long-term relationship between the customers and the brand.
Keywords
Brand Experience; Brand Engagement; Customer Delight;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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