Brand Image Benefit And Satisfaction: Roles of Symbolic, Functional, Social, And Experiential Benefits

Suddin Lada, (2018) Brand Image Benefit And Satisfaction: Roles of Symbolic, Functional, Social, And Experiential Benefits. Labuan e-journal of Muamalat and Society, 12. pp. 178-188.

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Abstract

The aim of this study is to examine the effects of brand image benefits of symbolic, functional, social, and experiential on the overall satisfaction. A survey using 400 respondents is used to measure these effects. The theoretical and statistical relationship among these constructs are developed and verified by Smart Partial Least square (PLS) statistical software. Result show that symbolic, experiental, and function benefit are significant predictor of overall satisfaction, with experiential benefit as the most important followed by functional benefits. This study provides important implications on marketing and brand positioning.

Item Type: Article
Uncontrolled Keywords: symbolic, Functional, Social, Experiential, Brand Image, Satisfaction, Golf
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD66-66.2 Work groups. Team work in industry. Quality circles
Divisions: FACULTY > Labuan Faculty of International Finance
Depositing User: MDM SITI AZIZAH IDRIS
Date Deposited: 11 Mar 2020 06:14
Last Modified: 18 Jun 2020 14:52
URI: http://eprints.ums.edu.my/id/eprint/25173

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