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Title: A structural model to examine the antecedents and consequences of customer with experiential brands
Authors: Ismail, AR
Melewar, TC
Keywords: Customer experience;Experiential brands;Brand loyalty
Issue Date: 2010
Publisher: The International Conference on Brand Management
Citation: Proceedings of the 6th Thought Leaders International Conference on Brand Management, Lugano, Switzerland, 18-20 April 2010
Abstract: Despite the increasing attention towards customer experience, empirical research to explain this notion, its antecedents and its consequences is still limited. Hence, this research aims to develop a framework of customer experience based on a number of antecedents that influence customer experience in the service sector. This paper presents the first part of the study which includes the review of literature, the application of netnography method to the development of customer experience construct, the development of the research measures and the hypotheses development for the structural model. The second part of the study, which is presented in another paper, provides the results of the empirical study and discusses the findings of the structural model.
Appears in Collections:Marketing
Brunel Business School Research Papers

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