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

Karla Barajas-Portas

doi:10.3990/2.327

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

Karla Barajas-Portas

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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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.

Original language	English
Title of host publication	Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling
Subtitle of host publication	The Conference for PLS Users
Editors	Jörg Henseler, Christian Ringle, José Roldán, Gabriel Cepeda
Place of Publication	Enschede
Publisher	University of Twente
Number of pages	7
ISBN (Print)	9789036540568
DOIs	https://doi.org/10.3990/2.327
Publication status	Published - 2015
Externally published	Yes
Event	2015 PLS User Conference: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users - Seville, Spain Duration: 16 Jun 2015 → 19 Jun 2015

Conference

Conference	2015 PLS User Conference
Country/Territory	Spain
City	Seville
Period	16/06/15 → 19/06/15

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10.3990/2.327

ArticleFinal published version, 681 KB

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Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users
Henseler, J., Ringle, C., Roldán, J. & Cepeda, G., 2015, Enschede: University of Twente. 414 p.
Research output: Book/Report › Book editing › Popular

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Cite this

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title = "Interaction and brand experience as a path for brand love: a PLS-SEM marketing application",

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.",

author = "Karla Barajas-Portas",

year = "2015",

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language = "English",

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editor = "J{\"o}rg Henseler and Christian Ringle and Jos{\'e} Rold{\'a}n and Gabriel Cepeda",

booktitle = "Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling",

publisher = "University of Twente",

address = "Netherlands",

note = "2015 PLS User Conference : 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users ; Conference date: 16-06-2015 Through 19-06-2015",

}

Barajas-Portas, K 2015, Interaction and brand experience as a path for brand love: a PLS-SEM marketing application. in J Henseler, C Ringle, J Roldán & G Cepeda (eds), Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users. University of Twente, Enschede, 2015 PLS User Conference, Seville, Spain, 16/06/15. https://doi.org/10.3990/2.327

Interaction and brand experience as a path for brand love: a PLS-SEM marketing application. / Barajas-Portas, Karla.
Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users. ed. / Jörg Henseler; Christian Ringle; José Roldán; Gabriel Cepeda. Enschede: University of Twente, 2015.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

TY - GEN

T1 - Interaction and brand experience as a path for brand love

T2 - 2015 PLS User Conference

AU - Barajas-Portas, Karla

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

U2 - 10.3990/2.327

DO - 10.3990/2.327

M3 - Conference contribution

SN - 9789036540568

BT - Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling

A2 - Henseler, Jörg

A2 - Ringle, Christian

A2 - Roldán, José

A2 - Cepeda, Gabriel

PB - University of Twente

CY - Enschede

Y2 - 16 June 2015 through 19 June 2015

ER -

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

Abstract

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Research output

Proceedings of the 2nd International Symposium on Partial Least Squares Path Modeling: The Conference for PLS Users

Cite this