La experiencia de la visita a empresa como experiencia de marca y el WOM favorablela confianza e identificación

  1. Goizalde Hernando-Saratxaga 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Book:
XXX Jornadas Luso-Espanholas de Gestão Científica: cooperação transfronteiriça. Desenvolvimento e coesão territorial. Livro de resumos
  1. PaulaOdete Fernandes

Publisher: Instituto Politécnico de Bragança

ISBN: 978-972-745-273-6

Year of publication: 2020

Pages: 245

Congress: Jornadas Hispanolusas de Gestión Científica (30. 2020. Bragança)

Type: Conference paper

Abstract

This investigation seeks to know how does the factory tour or visit company experience (VEA) influence the visitors favourable WOM. It is proposed a PLS model with customer trust and customer identification as the key intervening factors between the factory tour experience and the favourable WOM. The work means to answer the following questions: (1) Apart from brand experience, are there any other antecedents variable for WOM, such as trust and identification? (2) What are the links between these variables? Do VEA as brand experience affect WOM directly or is there an indirect relationship? (3) Are brand experience, trust and identification able to generate accurate predictions of WOM level? Results indicate that VEA has positive influence on both customer trust and customer identification as well as the favourable WOM.