Ponencia
Interaction and brand experience as a path for brand love: a PLS-SEM marketing application
Autor/es | Barajas Portas, Karla |
Fecha de publicación | 2015 |
Fecha de depósito | 2017-03-07 |
Publicado en |
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ISBN/ISSN | 9789036540568 |
Resumen | Interaction through online social networking sites is one of the most relevant topics
nowadays. In the other hand, brand experience has become a powerful for marketers also
creating an important bond. Considering both ... Interaction through online social networking sites is one of the most relevant topics nowadays. In the other hand, brand experience has become a powerful for marketers also creating an important bond. Considering both constructs, we propose to analyze the effect of them as a path of the brand love. We analyze the effect of interaction and brand experience on brand love. We conducted a path analysis using PLS-SEM. This paper explores a new way for marketers to improve the engagement with consumers. These interactions between consumers and their brands make stronger the relationship among them. |
Cita | Barajas Portas, K. (2015). Interaction and brand experience as a path for brand love: a PLS-SEM marketing application. En 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users (1-7), Sevilla: University of Twente. |
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Interaction and brand.pdf | 680.7Kb | [PDF] | Ver/ | |