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The Influence of Brand Experience on Consumers' Purchase Intention
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Journal Article
The Influence of Brand Experience on Consumers' Purchase Intention
2023
Overview
This study examines the relation between brand experience and consumers' purchase intention. More thoroughly, to study the influence of brand experience on consumers' purchase intention in Egypt towards luxury brands while shopping. As this relationship has been shown to provide greater benefit to marketers to formulate better understanding of Egyptian consumers when opening luxury brands' stores in shopping malls in Egypt, the main aim of this research is to reveal the relationship between the two constructs through a survey that was conducted on a sample of 201 respondents. The study employs correlation and regression analysis tests to determine the relationship between the research variables. The findings revealed that there is a moderate significant relationship between Brand Experience and Consumers' Purchase Intention.
Publisher
جامعة عين شمس - كلية التجارة
Subject
