Essays about: "Samu Watanen"

Found 1 essay containing the words Samu Watanen.

  1. 1. The impact of brand experience on attitudes and brand image : A quantitative study

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Anni Isotalo; Samu Watanen; [2015]
    Keywords : brand loyalty; brand experience; brand image; attitude;

    Abstract : Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. READ MORE