Brunel University Research Archive (BURA) >
Schools >
Brunel Business School >
Brunel Business School Research Papers >

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/4272

Title: Linking experience realms and experiential service brand loyalty: Determinants and outcomes for future operationalization
Authors: Ismail, AR
Melewar, TC
Lim, L
Keywords: Customer experience
Emotions
Brand loyalty
Experiential services
Publication Date: 2008
Publisher: AM2008
Citation: Proceedings of the Academy of Marketing Annual Conference, Reflective Marketing in a Material World, , Aberdeen , UK, 7-10 July 2008
Abstract: The concept of ‗Customer Experience‘ has evolved as an imperative area of study within the marketing discipline. Despite its importance and the positive attention this concept received during the last few years, the explanation of customer experiences have remained vague and lack a thorough theoretical foundation. This paper aims to address the gap in the literature and to facilitate better understanding of the concept of customer experience and its antecedents and consequences from the consumer perspective. The paper examines the impact of customer experience on brand loyalty via a comprehensive review of existing literature on the concept of customer experience and service brand literatures. Additionally, twelve hypotheses, which describe and explain the antecedents of customer experience and impacts upon brand loyalty within the service sector, are presented. The outcome of this paper adds novel perspective to the growing body of brand literature, particularly service brand and suggests directions for future research.
URI: http://bura.brunel.ac.uk/handle/2438/4272
ISBN: 978-1-901085-94-5
Appears in Collections:Brunel Business School Research Papers
Marketing

Files in This Item:

File Description SizeFormat
JBR revised paper.pdf294.03 kBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.

 


Library (c) Brunel University.    Powered By: DSpace
Send us your
Feedback. Last Updated: September 14, 2010.
Managed by:
Hassan Bhuiyan