TITLE:
The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum
AUTHORS:
Boya Li
KEYWORDS:
Brand Experience, Revisit Intention, Purchase Intention, Visitor Behavior
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.3,
March
20,
2018
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.