KOREASCHOLAR

BRAND EXPERIENCE, BRAND TRUST AND CUSTOMER EQUITY IN SNS : A COMPARATIVE STUDY ON NATIONALITY AND BRAND

Xiaolei Yu, Kyung Hoon Kim
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271760
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
p.2157
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper combines insights from researches in brand experience, brand trust and customer equity and social network service (SNS). In light of a growing interest in the use of social network service (SNS) marketing among smart phone brands, this study sets out to identify attributes of brand product and examines the relationships among those SNS attributes, brand experience in SNS, brand attachment, brand trust, value equity, relationship equity and brand equity through a structural equation model. SNS attributes are conceptualized as utilitarian (perceived ease of use, perceived usefulness) and hedonic (entertainment, aesthetics). Four constructs of electronics brands experience in SNS are sensory, intellectual, behavioral, relational experience. The study aims to have a positive investigation on what influence is given to customer equity by the brand trust and the brand attachment formed through brand experience in SNS environment.

Author
  • Xiaolei Yu(Changwon National University)
  • Kyung Hoon Kim(Changwon National University)