La experiencia de la visita a empresa como experiencia de marca y el WOM favorablela confianza e identificación
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Universidad del País Vasco/Euskal Herriko Unibertsitatea
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Universidad del País Vasco/Euskal Herriko Unibertsitatea
Lejona, España
- 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.