Effect of Brand Experiences on Brand Loyalty & Customer Satisfaction

Bc. Paras Tanwar, BBA

Diplomová práce

Abstract:

If brands want to stand out from the competition and forge a strong competitive position in today's highly competitive, interrelated, and transparent business climate, they must provide unique consumer experiences. One of the most recent terms to arise in literature is "brand experience," which refers to consumers' interactions with a particular brand. Brands that are successfully able to provide customers with unique and one-of-a-kind experiences by controlling each of the functional as well as emotional aspects of the offering and ensuring consistency across all brand-consumer interactions can foster loyalty. In marketing practise, brand experience has received a significant amount of prominence. Marketing professionals have realised how important it is to comprehend how consumers interact with businesses in order to create effective marketing plans for goods and services. Since how customers feel, react, and act in the modern global marketplace is everything. As a result, engaging in human interaction is increasingly important in facilitating the interactions required to produce memorable experiences. Therefore, the present research aims to study the effect of brand experiences on brand loyalty

Keywords

Brand Loyalty, Customer Satisfaction, Brand Experience, Repurchase intentions

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 4. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 5. 2024
• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Veronika Zajíčková, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration