Relationship between brand experience, brand image, perceived value and customer engagement: a study of starbucks in China
This research takes Starbucks as an example to study the relationship between brand experience, brand image, perceived value and customer engagement. Using a sample of 291 valid questionnaires collected in China, regression analyses were employed to test the hypotheses. The main findings of the stud...
| Main Author: | |
|---|---|
| Format: | masterThesis |
| Language: | eng |
| Published: |
2020
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/20846 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/20846 |
| Summary: | This research takes Starbucks as an example to study the relationship between brand experience, brand image, perceived value and customer engagement. Using a sample of 291 valid questionnaires collected in China, regression analyses were employed to test the hypotheses. The main findings of the study indicate that: (1) brand experience is positively related to perceived value; (2) brand image is positively related to customer engagement; (3) perceived value partially mediates the relationship between brand experience and customer engagement; (4) perceived value partially mediates the relationship between brand experience and customer engagement. |
|---|