University of Twente Proceedings

Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

Barajas-Portas, Karla (2015) Interaction and brand experience as a path for brand love: a PLS-SEM marketing application. In: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain .

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Event:	2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain
Abstract:	Interaction through online social networking sites is one of the most relevant topics nowadays. In the other hand, brand experience has become a powerful for marketers also creating an important bond. Considering both constructs, we propose to analyze the effect of them as a path of the brand love. We analyze the effect of interaction and brand experience on brand love. We conducted a path analysis using PLS-SEM. This paper explores a new way for marketers to improve the engagement with consumers. These interactions between consumers and their brands make stronger the relationship among them.
Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Social media, branding, marketing experience, brand love, PLS
Link to this item:	https://doi.org/10.3990/2.327
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