Ida Yulianti, Wei Tung
This study examined relationships among brand experience, brand image and customer satisfaction by using Facebook as the research object. Facebook.com as the new communication media becomes popular around the world. Based on the main purpose of product and service to achieve customer satisfaction, the study indicated that brand experience and brand image had a positive influence to support that goal. Its samples were university students in Indonesia and were analyzed based on three variables i.e brand experience, brand image and customer satisfaction. Brand experience consists of four dimensions (1) sensory, (2) affective, (3) behavioral, (4) intellectual. Brand image consists of eight items. Customer satisfaction consists of six items. This research indicated that brand experience had positive influence to brand image and customer satisfaction. However, brand image had positive influence to customer satisfaction. © IDOSI Publications, 2013.
Department of Management, University of Brawijaya, Indonesia; Graduate Institute of Marketing and Logistics, National Chiayi University, Indonesia
