Quantifying brand experience value

Date of publication: March 13, 2005

Catalogue: Asia Pacific 2005

Abstract:

This paper defines experience value as one of customer benefits, and analyzes its correlation with brand loyalty and its influential factors to perceived quality by quantifying the perceived quality of a brand in which experience value is incorporated. Based on evaluation data, collected on 500 well-known brands from the retail/service industry having stores in Japan, experience value indices are calculated. Regression analysis is then applied in order to examine if the experience value indices have correlation to brand loyalty.

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