Relationship Between Brand Experience, Brand Personality, Consumer Satisfaction, and Consumer Loyalty of DSSMF Brand

PT XYZ is one of the market leaders of Indonesia's tobacco market with domination in almost all segments of cigarette. However, PT XYZ is still considered unsuccessful in capturing the market of Full Flavor Machine Made Cigarette (known as SKM FF). This is proven by insignificant performance of DSSMF as PT XYZ's product under SKM FF segment, especially in Javanese market. This research is aimed to analyze the relationship of brand experience, brand personality, consumer satisfaction, and consumer loyalty of DSSMF. Furthermore, this research attempts to examine the role of brand personality as mediating variable between DSSMF brand experience and consumer loyalty. This research used simple random sampling method. Moreover simple and multiple linear regressions were used as themethods of data-analysis. In gathering the data, the writers used online questionnaire with DSSMF consumers domiciled in Java as the targeted respondents and successfully gathered 94 respondents. These research findings indicate that consumer satisfaction is the only variable significantly impacting DSSMF consumer loyalty. Brand experience and brand personality variables are found to be insignificant to consumer loyalty of DSSMF. Consequently, brand personality is proven not to be the mediating variable between brand experience and consumer loyalty of DSSMF

Investigating the relationship of brand experience and loyalty: A study of luxury brand in Thailand

The concept of 'brand experience' has evolved as an imperative arena of study in the marketing discipline. Although the importance and the concept of experience have been adapted in marketing such as customer experience, consumption experience and so on, the explanations of brand experiences have remained vague and absent a thorough theoretical foundation. This research aims to understand the concept of 'brand experience' and its impact of consumer behaviour (loyalty) direct or indirect through brand personality, satisfaction or [and] brand trust in the luxury brand context (Thailand). This research is carried out in one stage 'quantitative'. Furthermore the research data will be collected based on distributing survey questionnaire. Among of 400 Thai citizen samples will be surveyed to measure a modify framework from (Brakus et al, 2009). The result will provide meaningful information in both academic research and marketing practice. Furthermore, it will be presented the prediction of consumer behaviour via brand experience. Moreover, it guides marketers to various marketing strategy option such as experiential marketing or traditional marketing

Mewujudkan Brand Experience Pengunjung Galeri Indonesia Kaya Milik PT. Djarum melalui Tahapan Hierarchy Of Branding, Atribut Galeri, dan Pertunjukan Seni

Setiap Perusahaan berlomba-lomba untuk menjadi yang terbaik. Menjual kualitas produk saja kepada konsumen tidaklah cukup, hal ini dikarenakan telah banyak produk lain yang serupa memiliki kualitas yang baik. Sebuah brand harus menciptakan diferensiasi. PT. Djarum melahirkan Galeri Indonesia Kaya (GIK) untuk menciptakan diferensiasi tersebut. Tujuan dari penelitian ini adalah ingin melihat, bagaimana masyarakat Indonesia mengenal GIK hingga akhirnya menarik ketertarikan mereka untuk berkunjung dan mendapatkan pengalaman yang berkesan dengan menggunakan tahapan hierarchy of branding yang menjelaskan bagaimana perjalanan awal hingga akhir sebuah merek kemudian dapat dikenal oleh khalayak konsumen hingga menjadi merek yang benar-benar mempengaruhi nilai kehidupan seseorang. Teknik pengumpulan data yang dilakukan dalam penelitian ini adalah kuantitatif, dengan uji regresi linier berganda, teridiri dari lima variabel independen (brand awareness, brand knowledge, brand image, atribut galeri, pertunjukan seni) dan satu variabel dependen (brand experience). Diambil 100 responden dengan cara convenience sampling. Hasil uji regresi menunjukkan bahwa kelima variabel independen berpengaruh secara simultan terhadap variabel dependen. Namun hasil uji parsial menunjukkan variabel brand awareness dan brand knowledge tidak berpengaruh, sedangkan tiga variabel lainnya brand image, atribut galeri, dan pertunjukan seni berpengaruh dalam mewujudkan brand experience pengunjung. Hadirnya GIK membuat masyarakat Indonesia menjadi lebih mengenal dengan seni dan budayanya sendiri. Kata kunci: Galeri Indonesia Kaya (GIK), Brand Experience, Pengunjung Abstract Each of the companies ying to be the best. Selling products based on quality to consumers is not enough, this is because many other companies similar products are of good quality. A brand should create differentiation. PT. Djarum Indonesia spawned Gallery Kaya (GIK) to create such differentiation. By preserving the cultural arts in modern Indonesia, PT. Djarum want visitors coming to the GIK get a memorable experience. The aim of this study is the researchers wanted to see, how the Indonesian people familiar with GIK until finally draw their interest to visit by using the stage hierarchy of branding that explains how from initial to the end of the stage, a brand can then be recognized by the consumers to become a brand that really affect the value of a person\u27s life. Data collection techniques used in this research is quantitative, using multiple linear regression, containing the five independent variables (brand awareness, brand knowledge, art gallery, performance) and one dependent variable (brand experience). Questionnaires were distributed to 100 respondents by using convenience sampling. Regression analysis showed that the five independent variables simultaneous effect on the dependent variable. However, partial test results indicate the variable brand awareness and brand knowledge has no effect, while the three other variables brand image, art gallery, and performance influential in creating a brand experience of visitors. The presence of GIK make Indonesian people become more familiar with art and its own culture. Key Words: Galeri Indonesia Kaya (GIK), Brand Experience, Pengunjung DAFTAR PUSTAKA BUKU Atmanto, Joko. 2009. Teknologi Informasi dan Komunikasi. Bogor. CV Bina Pustaka. Banoe, Pono. 2003. Kamus Musik. Yogyakarta: Kanisius. Bagyono & Sambodo, Agus. 2006. Dasar-dasar Kantor Depan Hotel. Bandung: Andi Publisher Bungin, Burhan. 2006. Teknik Praktis Riset Komunikasi. Surabaya: Kencana. Egan, John. 2007. Marketing Communication. UK: Cengage Learning EMEA. Harris, Thomas. 1998. 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JURNAL DAN SKRIPSI Fadli, Iman. Analisis Customer Rokok di Indonesia. 2014. Skripsi Fakultas Ekonomi: Universitas Indonesia. Fitiyanni, Winda. Pengaruh Tingkat Kesadaran Khalayak pada Penempatan Produk terhadap Pengetahuan Khalayak akan Atribut Produk (Studi pada produk Nokia 5800 Xpress Music dalam video klip Britney Spears-Womanizer). 2009. Skripsi FISIP Universitas Indonesia. Handoko, Evilandi. Tata Cahaya Pementasan. 2012. Jurnal Lighting. Hidayat, Wahyu. Faktor-Faktor yang Mempengaruhi Kunjungan Wisata di Taman Nasional Way Kambas Propinsi Lampung. 2011. Tesis Magister Ekonomi: Universitas Indonesia Jayanti, A. Promosi Penjualan digunakan sebagai Alat Perangsang dalam Membandingkan Sikap antara Konsumen. 2012: Skripsi Ilmu Komunikasi: Universitas Atmajaya Yogyakarta. Kusuma, Yohanes. Pengaruh Brand Experience terhadap Brand Loyalty melalui Brand Satisfaction dan Brand Trust Harley Davidson di Surabaya. 2012. Jurnal Manajemen Pemasaran Petra Vol.2, No.1, (2014) 1-11. Limbong, Ronald. Pengembangan Aplikasi Mobile E-Learning pada Smartphone Berbasis Android. 2013. Skripsi Universitas Gajah Mada. Yogyakarta. Muhajirin. M.Pd. Desain Produk, Pengertian dan Ruang Lingkupnya. 2010. Jurnal. Mutri, Eka. Pengaruh Frekuensi Membaca dan Isi Pesan E-Magazine Warta FORU terhadap Pemahaman Karyawan PT. Fortune Indonesia Tbk mengenai Program CSR Warga Mengajar. 2014. Skripsi Ilmu Komunikasi: Universitas Bakrie. Rahman, Chairunnisa. Strategi Komunikasi Pemasaran Bugis Waterpark Adventure dalam Menarik Jumlah Pengunjung. 2013. Skripsi Ilmu Komunikasi: Universitas Hasanuddin. Raya, Malika. Brand experience Pengunjung Plaza Sun Plaza Medan terhadap Produk Celana Jeans Levi\u27s®. 2012. Universitas Sumatera Utara. Satwika, Dipta. Analisis Pengaruh Promotional Mix dan Pengaruh Word of Mouth terhadap Pengambilan Keputusan Konsumen dalam Membeli Produk Asuransi Jiwa. 2011: Skripsi Manajemen: Universitas Islam Negeri Syarif Hidayatullah Jakarta. Syahadat, Epi. Faktor-Faktor yang Mempengaruhi Kunjungan Wisatawan di Taman Nasional Gede Pangrango (TNGP). 2006. Jurnal. Wijaya, Bambang. Dimensions of Image: A Conceptual Review from the Perspective of Brand Communication. 2013. European Journal of Business and Management. Yunita, Dita. Tari Zafin Betawi (Tinjauan Seni dan Perkembangannya). 2010. Fakultas Ilmu Budaya: Universitas Indonesia. Wijaya, Serli & Adi, Gunawan. Analisa Segmentasi Penentuan Target dan Posisi Pasar pada Restoran Steak dan Grill di Surabaya. 2006. Jurnal. PUBLIKASI ELEKTRONIK Djarum Foundation. Bakti Olahraga Djarum Foundation. 1969. Diakses pada tanggal 19 Desember 2014. http://www.djarumfoundation.org/program_details.php?page=olahraga Djarum Foundation. Bakti Budaya Djarum Foundation. 1992. Diakses pada tanggal 6 Maret 2015. http://www.djarumfoundation.org/program_details.php?page=budaya Kompas.com. Potensi Wisata MICE di Indonesia Begitu Besar. 2015. 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Exploring the commercial value of social networks: enhancing consumers’ brand experience through Facebook pages

Purpose – The purpose of this paper is to understand the factors which impact upon the consumers’ willingness to utilise company Facebook pages and e-word-of mouth by proposing and testing a conceptual framework which is inspired by theories in marketing and information systems fields. The authors believe that only by applying both theories will provide a more complete understanding of the relationship between brand experience and Facebook. The research model attempts to illustrate the factors according to customers’ intrinsic and extrinsic motivations and their impact on brand experience, brand Facebook page loyalty and e-word-of-mouth (E-WOM). Design/methodology/approach – The authors adopted an online survey method for data collection. The subjects the authors used were Facebook users. The data were collected in Taiwan over spring 2011. The authors then used the structural equation model to analyse the data collected. Findings – The findings suggest that users are influenced by the technical characterises of a brand Facebook page, such as ease of use and usefulness, which might be combated by attempting to reduce customer effort when accessing Facebook pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and E-WOM. Research limitations/implications – The limitations of this study relate to the investigation of consumer perspectives in a specific geographical context and time frame. Originality/value – The study’s contributions are both theoretical and practical, as it offers new insights into brand experience attitudes in an online environment and useful insights to companies willing to market themselves on Facebook. Keywords Marketing, Facebook, Virtual community, Extrinsic motivations, Intrinsic motivations Paper type Research pape

A model bridging team brand experience and sponsorship brand experience

Purpose Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience. Design/methodology/approach To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli. Findings This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors. Originality/value This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework. </jats:sec

Peran Green Brand Satisfaction dalam Memediasi Hubungan antara Green Brand Experience dengan Green Brand Trust

The purpose of this study is to clarify the role of green brand satisfaction in mediating the relationship between green brand experience to the green brand trust. The samples that used were 120 peoples who ghatered with non probability sampling method that purposive sampling form. Data were collected by distributing questionnaires directly and using likert scale. Data analysis technique used are comfirmatori factor analysis, path analysis and sobel test. From the analysis showed that green brand experience and green brand satisfaction ware have significant and positif affect on green brand trust. Green brand experience has significant and positf affect on green brand satisfaction. Green brand satisfaction significantly mediates the role between green brand experience to green brand trust. It shows that green brand experience as the main factor that must be caring. It's importance for the producens to gives good brand experience to their consumers so they can build strong consumers trust on a brand.The purpose of this study is to clarify the role of green brand satisfaction in mediating the relationship between green brand experience to the green brand trust. The samples that used were 120 peoples who ghatered with non probability sampling method that purposive sampling form. Data were collected by distributing questionnaires directly and using likert scale. Data analysis technique used are comfirmatori factor analysis, path analysis and sobel test. From the analysis showed that green brand experience and green brand satisfaction ware have significant and positif affect on green brand trust. Green brand experience has significant and positf affect on green brand satisfaction. Green brand satisfaction significantly mediates the role between green brand experience to green brand trust. It shows that green brand experience as the main factor that must be caring. It's importance for the producens to gives good brand experience to their consumers so they can build strong consumers trust on a brand

a meta-analysis

de Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H., & Pinto, D. C. (2018). The brand experience extended model: a meta-analysis. Journal of Brand Management, 25(6), 519-535. DOI: 10.1057/s41262-018-0104-6This research provides a comprehensive overview of the brand experience effects and proposes an extension to the brand experience model by testing novel direct, moderating, and mediating relationships. The authors conducted a meta-analysis of 256 quantitative studies in 73 papers published between 2009 and 2015. The findings reveal new empirical generalizations about the relationship between brand experience and the relevant constructs. The findings demonstrate the positive influence of brand experience on brand satisfaction and positive influence of brand satisfaction on brand trust, brand loyalty, and word-of-mouth (WOM). Furthermore, this research uncovers important mediation variables (hedonic benefits, brand love, and brand personality) of the relationship between brand experience and brand satisfaction. This paper also tests the moderation effects of methodological (e.g., sample type, sample size), theoretical (product type and product lifecycle), and cultural variables (e.g., level of innovation, level of wealth and Human Development Index). The findings extend the brand experience model, helping managers to understand the positive outcomes of brand experience on satisfaction and to invest in actions that can enhance the brand experience. Furthermore, this study shows that brand managers should consider culture is a key factor when crafting branding experience strategies.authorsversionpublishe

Modelling factors influencing brand experience and its consequences on Malaysia’s national automotive brands / Wan Nadiah Mohd Nadzri

Automotive players that neglects post purchase have suffered poor sales as consumers no longer tolerate with mediocre services. Not only automotive players produced low quality car but also bad operational facilities when servicing their car. Resulting in low brand experience and consumers are left unsatisfied with their car purchase. However, brand experience has received enormous attention by researchers over the decades. Evidently, past research revealed that brand experience plays a vital role in understanding desired outcome such as brand trust, brand loyalty, brand community, brand attachment and brand engagement. In fact, brand experience has been in the spotlight by both academic and practitioners within design literature, thus bringing two perspectives together. Mehrabian and Russell theory was employed as the theoretical foundation in developing present conceptual framework. This study emphasizes on using PADI model as a tool to measure the new brand experience scale. The significance of this study, lies in the fact that, it attempts to examine the antecedents of brand experience such as servicescape, brand image and servicescape which in turn investigates the consequences within Malaysia national automotive industry

An assessment of brand experience knowledge literature: using bibliometric data to identify future research direction

There is wide consensus that the brand experience literature (BEL) suffers from a deficit in conceptual works. This study argues that, for brand experience research to overcome its conceptual insipidity, it must reexamine the core of its intellectual structure to rediscover what ‘an experience provided by brands’ truly implies. The purpose of this paper is to reconceptualize and present a future research framework for research into the concept of brand experience, by identifying both the core and peripheral sources of knowledge of the concept and its association with brand meaning. Through a bibliometric process covering 136 articles published between 2002 and 2018, resulting in a database of 2,698 citations, this brand experience conceptual paper fills a critical research gap by providing the first full-scale bibliometric study to date of the BEL, using a combination of high citation and co-citation metrics. Based on this conceptual reorientation, a matrix for future development is presented, enabling the reader to visualize the scope and breadth of potential brand experience research horizons in areas relating to customer experience, consumer-brand relationship, online brand experience and sensory brand experience. The four approaches listed in the matrix – firm-based, social constructionist, virtuality and embodiment – provide a roadmap for future brand experience research undertakings to explore the rich potential of experience evoked by brands