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Social Science

Customer Connections: A Cross-Cultural Investigation of Brand Experience and Brand Love in the Retail Landscape

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Ângela Leite,

Ângela Leite

Centre for Philosophical and Humanistic Studies, Universidade Católica Portuguesa, Rua de Camões, 4710-362 Braga, Portugal


Anabela Rodrigues,

Anabela Rodrigues

Centre for Philosophical and Humanistic Studies, Universidade Católica Portuguesa, Rua de Camões, 4710-362 Braga, Portugal


Sílvia Lopes

Sílvia Lopes

Faculty of Philosophy and Social Sciences, Centre for Philosophical and Humanistic Studies, Universidade Católica Portuguesa, Rua de Camões, 4710-362 Braga, Portugal


  Peer Reviewed

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© attribution CC-BY

  • 0

rating
512 Views

Added on

2024-11-22

Doi: http://dx.doi.org/10.3390/admsci14010011

Related Subjects
Law
Politics
Economics
Geography
Education
Sociology

Abstract

Key Questions

1. What is the focus of this study?

The study aims to validate and assess the consistency of the Brand Experience (BE) scale and Brand Love (BL) scale for the LIDL brand, comparing Portugal and the Czech Republic. It also explores the relationships between Brand Experience, Brand Love, and various Brand Behaviour Outcomes (BBO)[1].

2. What are the Brand Behaviour Outcomes (BBO) examined in this study?

The study investigates Positive Word of Mouth (+WOM), Brand Loyalty (BLYT), (Re)purchase Intention (RI), Affective Commitment (AC), Active Engagement (AE), and Perceptions of Attitudes Towards a Brand (PATB) as Brand Behaviour Outcomes[1].

3. What are the main findings of the study?

The results show that the measurement tools used are reliable and valid. The study achieved measurement invariance across countries, convergence, and discriminant validity. Positive correlations were found among all variables explored, and the conceptual model tested showed a good fit and consistency across both countries[1].

4. What are the implications of this research?

The findings have significant implications for both academics and practitioners in the field of brand management, providing insights into the relationships between brand experience, brand love, and various brand behavior outcomes[1].


Abstract

Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive landscape. These concepts are pivotal in understanding the complex dynamics of consumer-brand relationships, enabling organizations to make informed decisions, prioritize customer satisfaction, and stay competitive in the market. The present study aims to authenticate and assess the consistency of the Brand Experience (BE) scale and Brand Love (BL) scale in relation to the LIDL brand, comparing Portugal and the Czech Republic. Additionally, it delves into the connections between Brand Experience, Brand Love, and Brand Behaviour Outcomes (BBO): Positive Word of Mouth (+WOM), Brand Loyalty (BLYT), (Re)purchase Intention (RI), Affective Commitment (AC), Active Engagement (AE), and Perceptions of Attitudes Towards a Brand (PATB). The results demonstrated that the measurement tools used to gauge the variables under scrutiny are dependable and valid. Achieving measurement invariance across countries, convergence, and discriminant validity further validated the study. Positive correlations were identified among all the variables explored. The conceptual model tested exhibited a good fit and remained consistent across both countries. These findings hold significant implications for both academics and practitioners in the field of brand management.

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ARTICLE USAGE


Article usage: Nov-2024 to May-2025
Show by month Manuscript Video Summary
2025 May 125 125
2025 April 74 74
2025 March 69 69
2025 February 49 49
2025 January 96 96
2024 December 81 81
2024 November 18 18
Total 512 512
Show by month Manuscript Video Summary
2025 May 125 125
2025 April 74 74
2025 March 69 69
2025 February 49 49
2025 January 96 96
2024 December 81 81
2024 November 18 18
Total 512 512
Related Subjects
Law
Politics
Economics
Geography
Education
Sociology
copyright icon

© attribution CC-BY

  • 0

rating
512 Views

Added on

2024-11-22

Doi: http://dx.doi.org/10.3390/admsci14010011

Related Subjects
Law
Politics
Economics
Geography
Education
Sociology

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