KOREASCHOLAR

ASSESSING ONLINE BRAND EXPERIENCE THROUGH CONSUMER BRAND ENGAGEMENT BEHAVIOR

Valentina Mazzoli, Raffaele Donvito, Laura Grazzini
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325971
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.470-474
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study aims at identifying a novel framework that further explains the relationship between brands and customers in the online context at different touchpoints (e.g. social media, website) of the customer journey. In pursuing this goal, authors expect online brand experience as the main trigger in determining specific customer brand engagement (CBE) behaviours.

Keyword
online brand experiencecustomer brand engagementcustomer brand relationshipsonline customer journeytouchpoints
Author
  • Valentina Mazzoli(University of Pisa, Italy)
  • Raffaele Donvito(University of Florence, Italy)
  • Laura Grazzini(University of Florence, Italy)