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International Journal of New Developments in Education, 2020, 2(3); doi: 10.25236/IJNDE.2020.020307.

Brand Sentiment, Customer Interaction and Consumer Purchasing Behavior

Author(s)

Chen-ran GE1,2

Corresponding Author:
Chen-ran GE
Affiliation(s)

1 Woosong University, Daejeon 34500

2 Tongling University, Anhui Tongling 244000, China


Abstract

A good brand experience can have a positive impact on the consumer-brand relationship. This paper has a positive impact on the brand emotion, brand experience dimension and brand relationship quality. The scale provided by Brakus and Schinitt was used to measure brand experience, and the structural equation model was used to analyze data, so as to obtain an acceptable procedure for the evaluation model of goodness of fit for multiple indicators. The level of consumer interaction participation and the level of consumer interaction contribution have a positive impact on consumer purchasing behavior. The higher the quality of interaction, the more purchasing behavior it will lead to.

Keywords

Brand consumption, Customer interaction, Consumer purchasing behavior

Cite This Paper

Chen-ran GE. Brand Sentiment, Customer Interaction and Consumer Purchasing Behavior. International Journal of New Developments in Education (2020) Vol. 2 Issue 3: 29-32. https://doi.org/10.25236/IJNDE.2020.020307.

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