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How to use brand experience to generate brand loyalty - A case study of theme parks

Johnson, Chris LU ; Blom, Johanna LU and Nyhlén, Sixten LU (2021) BUSN21 20212
Department of Business Administration
Abstract
Purpose: The purpose of this paper is to investigate how firms can use brand experience to generate brand loyalty.
Methodology: case studies and literature review
Findings: The findings in this paper support the findings in previous research that brand loyalty is driven by brand experience, and that brand personality can function as a mediator between them. The main themes that are considered important concerning how companies use a brand experience are emotional bond, attitudinal influences and brand personality.
Managerial implications: The paper can provide firms with the insight that if they can manage to create and use a positive brand experience, it can have a significant effect on brand loyalty.
Academical implications: This... (More)
Purpose: The purpose of this paper is to investigate how firms can use brand experience to generate brand loyalty.
Methodology: case studies and literature review
Findings: The findings in this paper support the findings in previous research that brand loyalty is driven by brand experience, and that brand personality can function as a mediator between them. The main themes that are considered important concerning how companies use a brand experience are emotional bond, attitudinal influences and brand personality.
Managerial implications: The paper can provide firms with the insight that if they can manage to create and use a positive brand experience, it can have a significant effect on brand loyalty.
Academical implications: This study has contributed to the research field of brand experience and brand loyalty.
Keywords: Brand experience, brand loyalty, brand personality, case studies, theme parks (Less)
Please use this url to cite or link to this publication:
author
Johnson, Chris LU ; Blom, Johanna LU and Nyhlén, Sixten LU
supervisor
organization
course
BUSN21 20212
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Brand experience, brand loyalty, brand personality, case studies, theme parks
language
English
id
9067977
date added to LUP
2021-11-15 08:09:21
date last changed
2021-11-15 08:09:21
@misc{9067977,
  abstract     = {{Purpose: The purpose of this paper is to investigate how firms can use brand experience to generate brand loyalty.
Methodology: case studies and literature review
Findings: The findings in this paper support the findings in previous research that brand loyalty is driven by brand experience, and that brand personality can function as a mediator between them. The main themes that are considered important concerning how companies use a brand experience are emotional bond, attitudinal influences and brand personality.
Managerial implications: The paper can provide firms with the insight that if they can manage to create and use a positive brand experience, it can have a significant effect on brand loyalty.
Academical implications: This study has contributed to the research field of brand experience and brand loyalty.
Keywords: Brand experience, brand loyalty, brand personality, case studies, theme parks}},
  author       = {{Johnson, Chris and Blom, Johanna and Nyhlén, Sixten}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{How to use brand experience to generate brand loyalty - A case study of theme parks}},
  year         = {{2021}},
}