The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum - American Journal of Industrial and Business Management

AJIBM > Vol.8 No.3, March 2018

American Journal of Industrial and Business Management

Volume 8, Issue 3 (March 2018)

ISSN Print: 2164-5167 ISSN Online: 2164-5175

Google-based Impact Factor: 0.92 Citations

The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum ()

HTML XML

Download as PDF (Size: 818KB) PP. 563-578

DOI: 10.4236/ajibm.2018.83037 1,547 Downloads 5,915 Views Citations

Author(s)

Boya Li

Affiliation(s)

Graduate School of Chinese Academy of Social Science, Beijing, China.

ABSTRACT

Brand experience has been considered a tactical tool that satisfies consumers’ 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.

KEYWORDS

Brand Experience, Revisit Intention, Purchase Intention, Visitor Behavior

Share and Cite:

Li, B. (2018) The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum. American Journal of Industrial and Business Management, 8, 563-578. doi: 10.4236/ajibm.2018.83037.

Cited by

[1]	Livening up Japan's halal tourism by captivating Indonesian potential Muslim tourists
	Journal of Islamic Marketing, 2022

[2]	Factors affecting young customers' smartphone purchase intention during Covid-19 pandemic
	Heliyon, 2022

[3]	The Impact of Sensory Branding on Tourist Experience
	Journal of Tourism and Gastronomy Studies, 2022

[4]	Investigating the Effect of Brand Personality, Awareness and Experience on Purchase Intention
	… of Advances in …, 2022

[5]	The Effect of Dimensions of Brand Experience on Dimensions of Purchasing Cosmetic Products: A Comparison of Flormar and Mac Brands
	Aurum Journal of Social Sciences, 2022

[6]	Pengaruh Faktor Perilaku Konsumen Terhadap Keputusan Pembelian Honda Scoopy Smart Key
	Jurnal Pendidikan …, 2022

[7]	PENGEMBANGAN MODEL MUSEUM VIRTUAL BERBASIS PEMBELAJARAN MESIN UNTUK OPTIMALISASI EDUKASI PASCA PANDEMI
	2022

[8]	PWYW Entrance fees: a visitor's perspective on a prominent art museum in Thailand
	2021

[9]	The Influence of Brand Credibility towards Words of Mouth of Fashion Brand
	2021

[10]	EFFECT OF VIRTUAL EXPERIENTIAL TECHNIQUES ON CONSUMERS OF E COMMERCE
	2021

[11]	Constructing Smart Digital Media for Museum Education Post Pandemic Recovery: A Review and Recommendation
	2021 International Conference on Informatics …, 2021

[12]	Factors affecting pre-visit destination image: application on the Grand Egyptian Museum (GEM)
	2020

[13]	Examining the effects of CE and BE on consumers' purchase intention toward green apparels
	2019

	+1 323-425-8868
	customer@scirp.org
	+86 18163351462(WhatsApp)
	1655362766

	Paper Publishing WeChat

Journals Menu

Home

About SCIRP

Service

Policies