La industria del e-fashion retail evidencia un continuo crecimiento en los últimos años, ello acompañado de la creciente preferencia de compra de prendas de vestir a través de canales online por parte de los consumidores peruanos. Por tal motivo, es oportuno identificar los diferentes componentes que participan en relación a la experiencia online en canales de e-fashion retail. La presente investigación busca establecer relaciones entre el online brand experience, brand image, brand trust y customer e-satisfaction en función al e-brand engagement. Basado en una muestra de 400 encuestados en Lima Metropolitana, el estudio pretende validar las hipótesis propuestas respecto al grado de significancia presente entre variables como online brand experience y customer satisfaction, brand image y brand trust, customer satisfaction y e-brand engagement, entre otras. Para el análisis correspondiente de la data obtenida, se aplicarán testeos estadísticos tales como correlaciones, regresiones y análisis de varianza. / The e-fashion retail industry has shown continuous growth in recent years, accompanied by the growing preference for buying clothing through online channels by Peruvian consumers. For this reason, it is appropriate to identify the different components that participate in relation to the online experience in e-fashion retail channels. This research seeks to establish relationships between the online brand experience, brand image, brand trust and customer e-satisfaction based on e-brand engagement. Based on a sample of 400 respondents in Metropolitan Lima, the study aims to validate the proposed hypotheses regarding the degree of significance present between variables such as online brand experience and customer satisfaction, brand image and brand trust, customer satisfaction and e-brand engagement, among others. For the corresponding analysis of the data obtained, statistical tests such as correlations, regressions and analysis of variance will be applied. / Trabajo de investigación

En el presente trabajo de investigación se tiene como objetivo demostrar la posible relación entre el Brand Experience, Brand Image y Sanity con respecto al grado de satisfacción en los restaurantes de Lima Metropolitana. Se consideró importante abordar la categoría por la situación que atraviesa tras la coyuntura y cómo recae sobre los consumidores. Para llevar a cabo este estudio se estudió la categoría y recopiló tanto información relevante como diferentes posturas de autores relacionados a las variables anteriormente mencionadas. Este análisis se realizó con el fin de conocer las variables dentro de la categoría y cómo repercuten dentro la experiencia de los consumidores. Asimismo, la información nos ha permitido conocer cómo las variables se relacionan y de qué manera puede haber una contribución a nuevas interrogantes. Finalmente, la metodología que se empleará será un enfoque cuantitativo concluyente y transversal. / The following research work aims to demonstrate the possible relationship between Brand Experience, Brand Image and Sanity with regard to customer satisfaction in Lima Metropolitana restaurants. It was considered important to study the category because of the situation behind the juncture and how it affects consumers. To carry out this study, the category was analyzed, relevant information and different positions of related authors to the aforementioned variables were collected. This analysis was carried out in order to know the behavior of variables within the category and their impact within the experience of consumers. Likewise, the information has allowed us to know how the variables relate and how there may be a contribution to new interrogations. Finally, the methodology to be used will be a conclusive and cross-cutting quantitative approach. / Trabajo de investigación

El objetivo de este estudio es desarrollar un modelo que integre las variables de Brand Experience, Brand Love y Customer Satisfaction, en relación a Brand Loyalty en la categoría de ropa deportiva. Por lo tanto, este estudio desarrolla y prueba empíricamente un modelo de investigación que integre los constructos de Brand experience y otros constructos intermediarios como Brand Love & Customer Satisfaction y su relación con el constructo del Brand Loyalty en la categoría de ropa deportiva. Además, la presente investigación será cuantitativa para demostrar la relación de las variables establecidas. Al mismo tiempo, el estudio utilizado se basará en un diseño transversal porque se realiza en un periodo de tiempo determinado. Los datos de la encuesta se recopilaron de 400 jóvenes hombres y mujeres de la ciudad de Lima, que compran constantemente ropa deportiva. Los datos se analizaron utilizando un modelo de regresión lineal, además de aplicar una muestra no probabilística. Se utilizará la escala de Likert del 1-7. / The objective of this study is to develop a model that integrates the variables of Brand Experience, Brand Love and Customer Satisfaction, in relation to Brand Loyalty in the sportswear category. Therefore, this study develops and empirically tests a research model that integrates the Brand experience constructs and other intermediary constructs such as Brand Love & Customer Satisfaction and their relationship with the Brand Loyalty construct in the sportswear category. In addition, the present investigation will be quantitative to demonstrate the relationship of the established variables. At the same time, the study used will be based on a cross-sectional design because it is carried out in a certain period of time. The survey data was collected from 400 young men and women in the city of Lima, who constantly buy sportswear. The data were analyzed using a linear regression model, in addition to applying a non-probabilistic sample. The 1-7 Likert scale will be used. / Trabajo de investigación

En la actualidad, la tecnología está avanzando a pasos agigantados en el sector financiero. Los bancos ya no trabajan bajo el sistema tradicional, sino que han tenido que implementar a sus canales distintos procesos tecnológicos, para así lograr satisfacer todas las necesidades de sus clientes y poder mantenerlos leales a la marca a través del tiempo. En Perú, los productos que destacan ante la población bancarizada son Banca móvil, Banca por internet y Apps de transferencia de dinero. Esto significa que existe una aceptación ante estas nuevas herramientas tecnológicas que buscan agilizar los procesos financieros. En ese sentido, los bancos deben retener y fidelizar a sus clientes sin permitir que estos los cambien por la competencia. Esto se logra brindándole la mejor experiencia posible con la marca. El presente informe busca investigar acerca del impacto que tiene tanto la experiencia online del usuario como la satisfacción en la lealtad del usuario en el uso de distintos Fintechs bancarios del Perú. La metodología que será utilizada en esta investigación es cuantitativa, y se buscará relacionar las variables en un contexto de banca peruana. Diversos autores han estudiado y relacionado las variables que presentamos, a través de distintas metodologías y posturas. La mayoría de estos autores consideran que un cliente que tiene una buena experiencia queda satisfecho y es leal. / Nowadays. technology is advancing by leaps and bounds in the financial sector. Banks no longer work under the traditional system, but have had to implement different technological processes in their channels, in order to meet all the needs of their customers and keep them loyal to the brand over time. In Peru, the products that stand out among the banking population are mobile banking, internet banking and money transfer apps. This means that there is an acceptance of these new technological tools that seek to streamline financial processes. In this sense, banks must retain and fidelize their customers without allowing them to change them for the competition. This is achieved by providing the best possible experience with the brand. This report seeks to investigate the impact of both online user experience and satisfaction on user loyalty in the use of different banking Fintechs in Peru. The methodology that will be used in this research is quantitative, and will seek to relate the variables in a Peruvian banking context. Several authors have studied and related the variables we present, through different methodologies and positions. Most of these authors consider that a customer who has a good experience is satisfied and loyal. / Trabajo de investigación

El propósito de este artículo es estudiar la relación directa e indirecta entre las dimensiones de la experiencia de marca y la lealtad a la marca. Asimismo, los autores proponen que la confianza media el vínculo entre la experiencia de marca y lealtad de marca, con la intención de obtener a la lealtad como una variable de llegada para la categoría de librerías online. Para ello, el estudio utilizaría un enfoque cuantitativo basado en encuestas en línea formuladas con una escala de Likert (1 al 5) para probar las hipótesis basadas en el modelo teórico propuesto. Los datos se analizarán mediante el modelado de ecuaciones estructurales con el programa Smart PLS y correlaciones a través del programa SPSS. Basándose en estudios anteriores, el artículo amplía la comprensión del constructo experiencia de marca al estudiar su influencia en la categoría de bookstores y evidenciar la posible mejora en el compromiso del consumidor con la marca. / The purpose of this article is to study the direct or indirect relationship between brand experience’s dimensions and brand loyalty. In addition, the authors propose Trust to mediate the link between brand experience and brand loyalty, with the intention of obtaining loyalty as an arrival variable for the online bookstore’s category. Therefore, the study comprehends a quantitative focus based on online surveys formulated with a Likert scale (1 to 5) to prove the hypothesis based on the proposed theoretical framework. It will use Structural Equation Modeling (SEM) in SmartPLS and correlations through SPSS for the analysis of the data. Based on previous studies, the article broadens the construct brand experience by studying its influence in the bookstore’s category and evidence a possible upgrade in customer’s brand loyalty. / Trabajo de investigación

El propósito de este estudio buscó determinar si existe relación alguna entre las dimensiones del brand experience (sensory experience, affective experience, behavioural experience y intellectual experience) a  nivel de supermercados online en Lima Metropolitana, Perú, con las variables de customer satisfaction y brand loyalty de los consumidores de dichos comercios, debido al incremento de supermercados online a causa de la pandemia mundial por el COVID-19.  Este estudio se ha basado principalmente en investigaciones hechas en Asia y Europa.  El estudio se basó en una muestra de 400 encuestados y pretende validar las hipótesis propuestas respecto al grado de significancia que existe entre las variables de brand experience, customer satisfaction y brand loyalty. Para el análisis estadístico correspondiente de la data obtenida, se evaluará mediante correlaciones, regresiones, Alfa Cronbach para la relación de las variables en estudio y la fiabilidad de las escalas, los cuales se analizaron en el software SPSS. / The purpose of this study sought to determine if there is any relationship between the dimensions of the brand experience (sensory experience, affective experience, behavioral experience and intellectual experience) at the level of online supermarkets in Metropolitan Lima, Peru, with the variables of customer satisfaction and brand loyalty of consumers in these businesses, due to the increase in online supermarkets due to the global pandemic by COVID-19. This study has been based primarily on research done in Asia and Europe. The study was based on a sample of 400 respondents and aims to validate the proposed hypotheses regarding the degree of significance that exists between the variables of brand experience, customer satisfaction and brand loyalty. For the corresponding statistical analysis of the data obtained, it will be evaluated through correlations, regressions, Cronbach's Alpha for the relationship of the variables under study and the reliability of the scales, which were analyzed in the SPSS software / Trabajo de investigación

In today’s competitive landscape, shaping positive digital experiences with the brand is crucial for the company’s market success. The study aimed to investigate the interconnected relationship between User Experience (UX) and Brand Experience (BX) by exploring the potential for enhancing BX through the implementation of User Interface (UI) elements aligned with brand values within an e-commerce website. In this study, a two-phase quantitative experiment was employed, and four high-fidelity e-commerce web page prototypes were developed based on the Swedish multinational furniture retailer IKEA’s e-commerce website. In conclusion, this study establishes that the implementation of UI elements in line with brand values has the potential to enhance BX within the context of an e-commerce website. Through one of the prototypes, all dimensions of BX could be positively influenced. By emphasizing the interconnectedness between UX and BX, these findings contribute to our understanding of the critical role of UX design in shaping positive brand experiences online.

本研究以NIKE體驗活動為研究情境，針對曾參與過NIKE舉辦之體驗活動的消費者做為研究對象，透過質化訪談的方式探討消費者參與品牌體驗活動之動機，以及參與品牌體驗活動後帶來的個人效益，以及品牌所獲得的效益，最後綜合研究結果給予品牌體驗活動設計之建議。 本研究的結果發現，消費者參與NIKE體驗活動的動機，是因為其提供了：可以設定和追求的目標、品牌社交效益和以及彰顯品牌與自我的一致性。當體驗活動結束後，消費者可以感受到與自我相關的效益，包括：自我效能和主觀幸福感的提升，以及與品牌相關的效益，包括：品牌態度和品牌形象正向的改變。而根據訪談結果又可以發現，當品牌體驗活動能滿足消費者的參與動機時，將可以增強參與後與自我及品牌相關的效益。據此研究結果，本研究提出一研究模型供未來相關研究參考。 根據以上研究結果，本研究提出品牌實務操作體驗活動的建議：一、品牌可以提供與品牌印象連結的目標，並適時地給予消費者協助。二、品牌可以透過體驗活動提供消費者社交效益。三、品牌可以透過體驗活動彰顯品牌個性。透過以上的品牌體驗設計，將能提升消費者對於品牌之正向品牌印象及品牌態度。 關鍵字：品牌體驗、目標設定和目標追求、自我效能、品牌態度 / This study use NIKE’s brand experience activities as contextual research topic. The goal of the research is to explore the motivation and benefit gained toward brand experience by using semi-structured interviews with interviewees who have attended NIKE’s brand experience activities. With abundant interview result, this study aims to give suggestion for future design of brand experience activities. The results of this study showed that customer attend brand experience because it not only provides a goal for customer to set and to strive for, but also provide a channel for customer to gain social benefit and to show self-congruity with the brand. The study also showed that customer could gain self-efficacy, sense of subjective wellbeing and have positive influence toward brand attitude and brand image. In conclusion, when brand experience satisfies customers’ motivation; customer will be positively influenced on both self and brand-related concept. On top of this, this study conclude a research model for future studies. Suggestion for future brand experience planning is provides by this study: First, a brand could offer a goal for customer to strive for and give customer sufficient help. Second, a brand could provide social benefit via brand experience. Third, a brand could show its personality through brand experience activities. By utilize these principles on brand experience activities design; customer will have positive influence toward brand image and brand attitude. Key words: Brand Experience, Goal Setting and Goal Striving, Self Efficacy, Brand Attitude

This bachelor thesis is conducted as a Minor Field Study (MFS) in Sri Lanka, funded by the Swedish International Development Cooperation Agency (SIDA). The tourism industry have become a key factor for economic growth in several developing countries. A section of branding which refers to branding of a whole country is place branding. Place branding is seen as a complex process which involves multiple parts of the country. In order to ease for brand managers and to develop the theory of place branding, Hanna and Rowley (2011) have developed a new model of place branding. The model is named the Strategic place brand management model (SPBM- model) and consists of components which are argued to be essential parts in the process of branding a place. Developing countries have a need for place branding practices in order to create economic growth. The SPBM-model could therefore be a useful contribution to the research field of place branding in developing countries. The research questions of this research was therefore firstly to see how Sri Lanka work with the components in the SPBM-model, and second to find out which components in the SPBM-model that can be seen as important based on Sri Lankan conditions. This to answer the purpose of this thesis: explore how the SPBM-model can be applied on the process of branding Sri Lanka. The study was made through a case study of the developing country of Sri Lanka. In order to gain data, seven semi-structured interviews were conducted with officials working with branding Sri Lanka as a tourism destination. By putting the SPBM-model on the Sri Lankan place branding process it can be interpreted that all components are tightly connected to each other, and some parts seems to be more important for Sri Lanka then others. If Sri Lanka put more time and effort in the three components of infrastructure, stakeholders and evaluation, also the other six components of the SPBM-model (identity, brand experience, WOM, architecture, communication andarticulation) indirect will be affected in a positive way.

O objetivo deste estudo é identificar os efeitos de diferenças individuais dos consumidores sobre a experiência de marca e a qualidade do relacionamento com a marca para produtos de consumo público (roupas) e privado (eletrodomésticos de linha branca). Para alcançar esse objetivo, foi concebido um modelo teórico para ser testado empiricamente. A partir de uma revisão de literatura acerca de experiência de marca e qualidade do relacionamento com a marca, percebeu-se o potencial do emprego de experiências de marca para construir relacionamentos com marca. Observou-se também que as variáveis de diferenças individuais têm sido negligenciadas em pesquisas sobre relacionamentos com a marca. Além disso, há divergências de resultados de pesquisas envolvendo distintas categorias de produto. Tais constatações possibilitaram a elaboração de um conjunto de hipóteses, as quais permitiram observar as relações entre constructos que definem as características individuais dos consumidores, a experiência de marca e a qualidade do relacionamento com a marca. Assim, foi realizada uma pesquisa empírica utilizando um questionário auto administrado. Neste levantamento de campo, foram entrevistados 660 consumidores a partir de uma amostragem não probabilística. As técnicas de análise incluem análise fatorial exploratória e modelagem de equações estruturais PLS. A análise exploratória demonstrou que os constructos experiência de marca e qualidade do relacionamento com a marca apresentam inconsistências em sua operacionalização. Os resultados indicam também que há um efeito significativo da experiência de marca sobre a qualidade do relacionamento com a marca. O engajamento da marca no autoconceito mostrou ser um importante preditor da experiência de marca e da qualidade do relacionamento com a marca. O envolvimento com a categoria de produto apresentou um efeito significativo sobre a experiência de marca. Curiosamente, o envolvimento com a categoria produziu um efeito significativo sobre a qualidade do relacionamento com a marca somente na categoria roupas. A propensão ao relacionamento apresentou um efeito significativo sobre a qualidade do relacionamento com a marca somente na categoria roupas. O envolvimento com a categoria de produto não apresentou efeitos de moderação significativos na relação entre a experiência de marca e a qualidade do relacionamento com a marca em ambas categorias. A propensão ao relacionamento produziu efeitos de moderação significativos na relação entre a experiência de marca e a qualidade do relacionamento com a marca em ambas categorias. O valor dessa pesquisa está em: a) evidenciar a experiência de marca como um antecedente da qualidade do relacionamento com a marca; b) Chamar atenção para a necessidade de discussão acerca da operacionalização dos constructos experiência de marca e qualidade do relacionamento com a marca; c) Discutir o papel das variáveis de diferenças individuais como antecedentes ou moderadoras da experiência de marca e da qualidade do relacionamento com a marca; d) Discutir a natureza dos relacionamentos com marca no contexto de produtos de consumo público e privado, apresentando similaridades e dissimilaridades e; por fim, explicitar, por meio de um modelo de gestão de marcas, como as experiências de marca podem ser um importante mecanismo para a construção de relacionamentos com a marca / The objective of the present study is to identify the effects of the individual differences of the consumers over brand experience and consumer-brand relationship quality to products of public (clothing) and private (household appliances) consumption. To achieve the objective, a theoretical model was conceived to be empirically tested. From a literature\'s revision regarding the brand experience and consumer-brand relationship quality the potential employment of brand experience to build brand relationships was perceived. Was also observed that the variables of individual differences have been neglected in the researches about brand relationships. Furthermore, there are divergences in the researches\' results involving distinct products\' categories. Such findings enabled the elaboration of a group of hypothesis, which enabled to observe the constructs\' relations that define individual characteristic of the consumers, brand experience and consumer-brand relationship quality. Thereby, an empirical research was realized utilizing a self-administered questionnaire. In this field survey, 660 consumers were interviewed from a non-probabilistic sample. The analysis techniques includes exploratory factorial analysis and structural equation modeling PLS. An exploratory analysis demonstrated that the constructs brand experience and consumer-brand relationship quality outlines inconsistence on its operationalization. The results also indicate that there is a significant brand experience effect. Brand engagement in self-concept presented to be an important predictor of brand experience and consumer-brand relationship quality. Curiously, category involvement produced a significant effect over the consumer-brand relationship quality solely in the clothing category. Relationship proneness presented a significant effect over the consumer-brand relationship quality solely in the clothing category. Involvement with the products\' category did not present significant moderation effects in the relationship between brand experience and the consumer-brand relationship quality in both categories. Relationship proneness produced significant moderation effects in the relation between brand experience and consumer-brand relationship quality in both categories. The value of the present research is to evidence brand experience as consumer-brand relationship quality antecedent. Draws attention to the necessity of discussion regarding the operationalization of the constructs, brand experience and consumer-brand relationship quality. Inserts variables of individual differences as antecedents and brand experience and consumer-brand relationship quality moderators. Discusses the nature of the brand relationships in the context of public and private consumption products, presenting similarities and dissimilarities. The study evidences, through a brand management model, how brand experiences can be an important mechanism to build brand relationships