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Consumer Perception and Online Brand Experience: The role of Brand Familiarity and Brand Trust

JOURNAL:MAZEDAN INTERNATIONAL BUSINESS REVIEW

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# Authors First Online DOI Downloads Citations
1. Naqeeb Ullah*, Aamir Ijaz, Aziz Ullah, Adil Nawaz 31 Mar 2020 MIBR0101005 13 0
Abstract

In marketing research and academics, it has been analysed that consumer demand the product that provide them a satisfaction and unique experience. Therefore, the main aim of this research was to analyse consumer perception and online brand experience in UK retail sector, while considering the role of brand familiarity and brand trust. In research method, primary quantitative research method has been deployed, and information were gathered from 300 consumers in UK retail sector, based on 5-point Likert scale. For data analysis, statistical analysis (i.e., demographic, descriptive statistics, reliability testing, correlation analysis, and regression analysis) were used through SPSS software. Findings from demographic analysis revealed that from different age, gender, and background have been participated in the current research. Moreover, after reliability testing of datasets, findings from correlation analysis shows a positive association of consumer perception with online brand experience. Similarly, findings from regression analysis have also validated the positive influence of online brand experience on consumer perception. Further, findings from moderation analysis have also revealed that both brand trust and brand familiarity positively moderate the relationship between consumer perception and online brand experience. Future research should be focused on both qualitative and quantitative research for in-depth analysis. In addition to this, other dimensions (i.e., consumer satisfaction, consumer engagement, etc.) are also need to consider while analysing the consumer perception and online brand experience.

Keywords

Marketing mix, Customer satisfaction, Retailing, Benchmarking, marketing research, Brand Trust.

References

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