Correlation of brand experience and brand love using the example of FlixBus
Meisenzahl, Julia (2017)
Meisenzahl, Julia
Seinäjoen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017110216518
https://urn.fi/URN:NBN:fi:amk-2017110216518
Tiivistelmä
Nowadays, companies face more and more difficulties to differentiate themselves from competitors. The strategical usage of brand experience, to evoke feelings of love towards the brand, can make a difference.
The topic of brand experience and brand love has been researched in numerous papers. However, no decisive brand experience items were identified, which have the most impact on brand love and other connected concepts like satisfaction or brand trust. This study examines the theoretical concepts of brand experience and applies them to the mobility brand FlixBus.
The research conducted in this study was of quantitative nature, in form of an online survey. Within 12 days, a survey was shared in social media networks, together with a five-euro FlixBus voucher for completing the survey. The survey was also distributed among FlixBus employees via the intranet for 12 days. Lastly, a FlixBus raffle was started on the companies’ Facebook page, where customers could win one out of five free rides. In total, n = 2,481 people participated in the study.
The outcome of the study was, that brand experience directly impacts brand love. Satisfaction and brand trust were identified as connecting links between the two concepts. However, in this study brand loyalty is significantly less influenced by brand experience and brand love than stated in related literature. It was discovered that the quality of integrated processes, the relationship to the individual customer and the support of the relationship among customers had the greatest impact on derived concepts. It was also discovered that the touchpoints marketing, bus stop and the bus ride itself were most impactful for derived concepts.
The topic of brand experience and brand love has been researched in numerous papers. However, no decisive brand experience items were identified, which have the most impact on brand love and other connected concepts like satisfaction or brand trust. This study examines the theoretical concepts of brand experience and applies them to the mobility brand FlixBus.
The research conducted in this study was of quantitative nature, in form of an online survey. Within 12 days, a survey was shared in social media networks, together with a five-euro FlixBus voucher for completing the survey. The survey was also distributed among FlixBus employees via the intranet for 12 days. Lastly, a FlixBus raffle was started on the companies’ Facebook page, where customers could win one out of five free rides. In total, n = 2,481 people participated in the study.
The outcome of the study was, that brand experience directly impacts brand love. Satisfaction and brand trust were identified as connecting links between the two concepts. However, in this study brand loyalty is significantly less influenced by brand experience and brand love than stated in related literature. It was discovered that the quality of integrated processes, the relationship to the individual customer and the support of the relationship among customers had the greatest impact on derived concepts. It was also discovered that the touchpoints marketing, bus stop and the bus ride itself were most impactful for derived concepts.