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文章基本信息

  • 标题:The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum
  • 本地全文:下载
  • 作者:Boya Li
  • 期刊名称:American Journal of Industrial and Business Management
  • 印刷版ISSN:2164-5167
  • 电子版ISSN:2164-5175
  • 出版年度:2018
  • 卷号:08
  • 期号:03
  • 页码:563-578
  • DOI:10.4236/ajibm.2018.83037
  • 语种:English
  • 出版社:Scientific Research Publishing
  • 摘要:Brand experience has been considered a tactical tool that satisfies consumer s’ needs and allows them to engage with the brands. Considering the global economic slowdown, China’s traditional museums are less visited and the sales of relevant products (e.g. souvenirs) are declining. With a combination of literature review and primary research, the study has drawn a positive conclusion that brand experience (sensory, affective, behavior and intellectual) can effectively motivate people’s intention to revisit and purchase in museums in China. Therefore, the study will give important implications to the insights of consumers’ experience preferences and will guide an upgraded marketing strategy for the development of museums.
  • 关键词:Brand Experience;Revisit Intention;Purchase Intention;Visitor Behavior
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