Consumer Identity and Loyalty in Electronic Product Offline Brand Operation: The Moderator Effect of Fanship

Consumer Identity and Loyalty in Electronic Product Offline Brand Operation: The Moderator Effect of Fanship

Continuous enhancements of the intelligence of electronic products can lead to the homogenization of products and innovation of offline experiential marketing modes. The diversified development of brand sales channels is inevitable, to fulfill the diversified shopping demands of consumers. Based on...

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Bibliographic Details
Main Authors: Yitao Chen, Haijian Wang, Lei Wang, Jianyi Ding
Format: Article
Language:English
Published: MDPI AG 2021-07-01
Series:Information
Subjects:
experience characteristics
brand identify
brand loyalty
brand fanship
Online Access:https://www.mdpi.com/2078-2489/12/7/282

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