The antecedents and consequences of brand experience and purchase intention
by Mahima Shukla; Ashok Sharma; Richa Misra; Vinamra Jain
International Journal of Electronic Business (IJEB), Vol. 16, No. 3, 2021

Abstract: The way a brand communicates with its consumers has evolved significantly. Social media helps marketers to build a personal relationship with the audience. The information available on social media (demography, location, and profile) enables businesses to create relevant advertisements resulting in satisfying experiences. The present study has developed an inclusive model to test the relationship between brand experience, brand image, perceived value, and purchase intention. The study has implications in the Indian context since India has the highest young population, who is more active and widespread on social media. The model proposed in the study will be helpful in designing an appropriate communication strategy particularly for small businesses with pressing budget and resource constraints.

Online publication date: Wed, 28-Jul-2021

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