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This study aims to draw on customer experience theory to shed light on how hotel in-room amenities foster customer experience, which continues to form brand attitude and loyalty before and during the pandemic. Also, this study assesses the impact of the pandemic in the relationships among proposed constructs on the basis of risk perception theory.

A quantitative approach was deployed using a total of 379 responses, for evaluating the measurement model through confirmatory factor analysis and testing proposed hypotheses through structural equation modeling.

The findings provide initial support for the predictions, except for the influence of brand attitude on brand loyalty before the pandemic. Particularly, the analysis results observe that the effect of tangible amenities on customer experience was stronger before the COVID-19, whereas the impact of intangible amenities on customer experience is greater during the pandemic. Furthermore, the results validate the significant moderating influence of the COVID-19 pandemic in the path between customer experience and brand loyalty.

This present study guides hotel professionals to be more effective in the management of appropriate in-room amenity to create a satisfactory customer experience, which contributes to brand loyalty in the with-corona era.

The study differs from earlier studies in that it investigates how the pandemic changes the role of hotel in-room amenities on customer experience, which, in turn, increases brand attitude and brand loyalty for the first time.

This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.

This research uses quantitative methods. The technique of determining the sample used is purposive sampling. The sample criteria in this study were consumers who had visited and bought products directly at the Hijup store with a minimum age of 17 years. The amount of data collected is 224 samples. Data was collected by distributing online questionnaires. The data analysis technique used the structural equation modeling operated through the IBM AMOS 26.0 program.

The results of the study reveal that customer experience is influenced by all dimensions of the store attribute variable including merchandise, communication with staff, store atmosphere and transaction convenience. In addition, this study shows that customer experience also positively affects brand love and brand loyalty. Finally, the analysis shows that brand love positively affects brand loyalty.

The theoretical contribution of this research is the testing of four variables (store attribute, customer experience, brand love and brand loyalty) in the same model in the context of halal fashion, thus helping to broaden insight and understanding of the influence of store attributes on customer experience, brand love and brand loyalty in halal fashion. This research can be a reference for academics to develop further research following this research topic.

This study provides practical implications for managers to increase their efforts in creating good store attributes, to create a positive customer experience that can build customer brand love and brand loyalty.

The long-term effect of the company’s success in developing brand love and brand loyalty is that it makes it easier for customers to trust, be satisfied and recommend the brand to others.

In the context of the halal concept, several studies among Muslims in Asia and western countries have yielded important information about consumer behavior toward halal products such as food and tourism. Departing from previous research, this research is to fill the gaps of previous research and get better insights into the customer experience visiting halal fashion stores. Therefore, this study tries to define and validate consumer profiles about halal fashion and identify customer experience, brand loyalty and brand love in the context of halal fashion.

This study aims to investigate city branding as a post-pandemic COVID-19 outcome factor on brand satisfaction, brand experience, perceived risk and revisit intention. In addition, this research contributes to the discussion of post-COVID-19 city branding that needs to be considered in the development of future tourism marketing.

A quantitative approach was used with PLS-SEM statistical analysis and a 263-tourist sample. The study was conducted on tourists from Malang Regency in Indonesia by distributing questionnaires modified from previous studies in a similar context.

The results of this study found that there were significant influences of city brand personality on brand experience, brand satisfaction, brand experience on perceived risk, brand satisfaction on revisit intention and perceived risk on revisit intention. This study also presents the mediating role.

The study was only conducted on a small regency in Indonesia, and therefore the results cannot be generalized for other cities over the world.

The proposed study model suggests that stakeholders must seek to socialize services to potential tourists, so that tourists can understand the description of tourism activities that can be enjoyed during the COVID-19 pandemic and the way they travel in the future.

Understanding the determinant factors of city branding post-COVID-19 was valuable for developing marketing strategies to cope with intense competition among the city.

This study emphasizes the determinants of COVID-19 perceived risk and revisit intentions as explained in the tourism marketing literature by considering the role of brand satisfaction, brand experience and city brand personality which significantly contribute to build the city competitiveness. Therefore, various creative strategies should be implemented to promote the city as well as escalate tourist visits without ignoring the pandemic’s risks.

This paper aims to describe the development and evaluation of a process model to transform brand strategy into service experiences during the front end of new service development (NSD). This is an important yet poorly understood transformation that occurs early in service development projects. The paper also aims to describe the theoretical basis for this transformation, and introduces a process model that has been developed to understand and assist with this. Further, it seeks to describe early evaluation results and reflections upon its use.

A research through design approach using participatory co‐design led to the development of the new process. The development was iterative and carried out together with three service providers. The process model was evaluated using a combination of qualitative methods, including interviews, observation and participatory observation.

This work underlines the importance of aligning the customer experience to the company brand and suggests how this can be achieved. A key element in this is the development of a service personality and consideration of service touch‐point behaviours through a combination of analytical work and experience prototyping. The suggested process model has received positive evaluation when used in commercial projects, in terms of brand congruence, project team cohesiveness and experiential result. The work advocates tighter integration between brand management and NSD, and has identified multiple issues regarding the content of a service brand strategy. These include the ways in which a brand department should communicate its brand strategy, and how it should be involved in NSD projects to ensure brand alignment.

The evaluation of the model has limitations, both in terms of number of cases and downstream/long term effects. This should therefore be considered an initial evaluation of the model, requiring further verification.

The paper describes a structured three‐stage experience‐centric process that improves brand alignment in projects. Further, the work shows that brand specifications for services should increasingly focus upon desired customer experiences, service touch‐points and touch‐point behaviours rather than the current focus upon visual identity.

This is the first paper to suggest a process that transforms a brand strategy into customer experiences during NSD. It also adds original insights into the transition from brand to concept, bridging branding, service design and NSD.

This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.

This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).

The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.

This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.

By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.

Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income.

A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used.

Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers.

The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries.

Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers.

Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type.

A total of 459 completed online questionnaires were collected from experienced online (n=254) and app shoppers (n=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model.

The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.

With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.

Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging markets and whether the cultural context moderates the relationships between store brand positive or negative cues and store brand purchase intention.

A store-intercept survey undertaken in the Latin American context generated 769 usable responses from consumers of two metropolitan cities (Brasilia and Bogota), respectively, in Brazil and Colombia. The questionnaires were collected in four well-established retail chains by professional investigators. Structural equation modelling was used to test a series of proposed hypotheses.

Overall, this paper reveals that consumers in Latin America do care about brand experience when shopping. More specifically, the results indicate that previous positive experience with store brands has a positive effect on consumer purchase intention in both countries investigated. In Brazil, store brand price perceptions mediate rather strongly the relationship between previous experience with store brands and purchase intention. In contrast, this effect is weak in Colombia. Store brand perceived risk has significant mediation effects in Brazil, but no mediation effects in Colombia. The authors also underline heterogeneous moderation effects of the cultural context, suggesting that common perceptions of Latin America as a culturally homogeneous region are stereotypical.

Respondents were consumers of only two Latin American emerging countries (Brazil and Colombia) and shoppers of two retail chains in each country. Caution should therefore be exercised when generalising the results to other emerging markets.

The paper offers recommendations on how to standardise/adapt brand experience management in different Latin American markets. Overall, retailers should go beyond the transaction itself and establish true differentiation using different store brand ranges. However, due to differences in cultural contexts, marketing communication should adopt different approaches to each country: emphasise the price advantages of store brands in Brazil, but focus on other factors such as quality in Colombia. Because they are culturally bound, risk perceptions towards store brands should also be managed carefully. It would be possible to target premium consumer segments with standard store brands in Colombia while a more sophisticated approach is necessary in Brazil (e.g. co-branding or launching more premium store brands).

By employing three theoretical frameworks (learning theory, cue utilisation theory and culture theory), this research investigates the effect of previous experience with store brands on purchase intention in two emerging countries that are geographically close but culturally different. It highlights direct and indirect processes of brand experience and underlines significant structural path differences between the two Latin American countries investigated in terms of consumption behaviour towards store brands.

The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan.

The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data.

The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users.

Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study.

This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product.

This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.

The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty.

By employing self-administered questionnaires, the data on 393 respondents were collected from students enrolled at a major southwestern university in the USA. The moderation regression analysis was conducted to test the hypotheses and propositions.

The study supports most of the hypotheses and propositions regarding the impacts of brand experiences on brand resonance in multi-channel retailing. The moderating effects of channel type are founded in relationships between sensory experience, affective experience and relational experience. Further, relational experience impacts on brand awareness and loyalty in any channel.

Given the exploratory nature of this approach, there are methodological limitations in generalizing research findings. However, the study solidifies the branding theory by understanding the multi-dimensional brand experience, and moderating effects of channel type enrich brand experience managements in the multi-channel retailing for fashion brands.

This study implies that relational experience through sensory, affective and cognitive brand experiences in multiple-channel setting has a huge business potential to concrete consumer and brand value.

This study substantiates the robust effects of brand experiences on brand resonance and the causal structure of multi-dimensional aspects of brand experiences in conjunction with the moderating effect of channel type.