自我品牌链接和体验对忠诚度影响的实证研究

✍ Scribed by junaid Ahmed solangi

• Publisher: 华北电力大学(北京)
• Year: 2021
• Tongue: English
• Leaves: 53
• Category: Library

✦ Table of Contents

摘要
CHAPTER 1 INTRODUCTION
1.1 RESEARCH BACKGROUND AND SIGNIFICANCE
1.2 RESEARCH OBJECTIVES
1.3 PROBLEM STATEMENT
1.4 JUSTIFICATION OF THE RESEARCH AND THESIS OUTLINE
1.5 DEVELOPMENT AND CONCEPTUALIZING BRAND EXPERIENCE
CHAPTER 2 LITERATURE REVIEW
2.1 INTRODUCTION
2.2 BRAND LOYALTY (PAST RESEARCH)
2.3 IMPORTANCE OF BRAND LOYALTY
2.4 IMPACT OF BRAND LOYALTY
2.5 THE EFFECT OF POSITIONING ON CUSTOMER LOYALTY
CHAPTER 3 METHODOLOGY APPROACH
3.1 RESEARCH DESIGN
3.2 SAMPLE PROFILE AND SCALE
3.3 QUESTIONNAIRE DESIGN
3.4 DATA ANALYSIS
3.5 SURVEY DESIGN
CHAPTER 4 THEORETICAL FRAMEWORK AND HYPOTHESIS
4.1 SELF-BRAND CONNECTION AND BRAND LOYALTY
4.2 THE MODERATING CHARACTER OF SELF-BRAND CONNECTION
4.3 SELF-BRAND CONNECTIONS BRAND EXPERIENCE AND BRAND LOYALTY
4.4 CONCEPTUALIZING OF THE BRAND EXPERIENCE
4.5 THE BRAND EXPERIENCE DIMENSIONS
4.6 RESEARCH HYPOTHESIS DEVELOPMENT
CHAPTER 5 DATA ANALYSIS AND RESULTS
5.1 INTRODUCTION
5.2 RELIABILITY ANALYSIS
5.3 DESCRIPTIVE ANALYSIS
5.4 CORRELATION
5.5 REGRESSION
5.6 RESULT OF REGRESSION TEST(ANOVA)
5.7 COEFFICIENT TEST
5.8 HYPOTHESIS ACCEPTED
CHAPTER 6 CONULSION AND IMPLICATIONS
6.1 RESEARCH DISCUSSION IMPLICATIONS
6.2 CONCLUSION
6.3 LIMITATION AND RECOMMENDATIONS
APPENDIX
REFERENCES
AKCNOWLEDGEMENT