Brand Experience and Brand Attachment: The Moderating Effect of Customer Value Co-Creation in Quick Service Restaurants in Bayelsa State (Published)
The bond of attachment and affection for a brand might be likened to an interpersonal relationship. Individuals with a deep attachment to someone are more like to develop romantic feelings, commit, invest, and make sacrifices for that individual. The same can happen with a brand, that is, more intense feelings of connection are associated with stronger feelings of connection, affection, love, and passion. This is very vital because of the intense competition that exist among quick service restaurants in Nigeria generally and Bayelsa specifically. Hence, this study aims to examine the relationship that exists between brand experience and brand attachment in quick service restaurants in Bayelsa state. To achieve this, a cross sectional survey research was adopted and several research questions and hypotheses were developed from the dimensions of the both the dependent and independent variables. Drawing data from a developed structured questionnaires, and using inferential statistics to analyzed the data, it was discovered that there is a strong, positive, and significant relationship between the dimensions of brand experience and brand attachment. Hence, it was suggested, among others, that QSRs in Bayelsa state should enhance brand attachment by creating memorable experiences for their customers. This will have significant implication on the for marketers in QSRs seeking to a strong brand awareness in a dynamic, competitive, and vibrant business environment like Bayelsa state.
Keywords: Brand Experience, Intellectual, behavioural, brand attachment, brand loyalty: brand satisfaction, customer value co-creation
Brand Equity for Tablet Chocolate and Convenience Product Purchases by Women (Published)
This research aims to demonstrate direct influences of marketing mix variations on the customer-based brand equity process for tablet chocolate and convenience products. The proposed model examines product quality, price perception, reaction to stock-outs, the perceived effect of advertising as antecedents of the customer-based brand equity process, along with the moderation of brand consciousness. Methodology includes simple random sampling and the partial least squares. Sample involves 172 female tablet chocolate consumers out of Generation X and Millennials in Istanbul, Turkey. Results indicate that product quality generates brand knowledge and loyalty, but price perception generates only loyalty. Besides, brand consciousness moderates the effect of product quality on brand knowledge. Implications include the effects of neglecting brand experience, the link between operations and marketing, and transition of marketing mix. The final model is proposed as a minimum requirement to substitute tablet chocolate branding due to concerns about public health and sugar consumption.
Keywords: Brand Equity, Brand Experience, Chocolate, Convenience Products, Marketing Mix, Women