The Relationship between Other Customer Perception and Experience with Role of Interpersonal Mindfulness in Brand Distribution

• 영문명: The Relationship between Other Customer Perception and Experience with Role of Interpersonal Mindfulness in Brand Distribution
• 발행기관: 한국유통과학회
• 저자명: Linh Thi Dieu NGUYEN Anh Thuy TRINH
• 간행물 정보: 『유통과학연구(JDS)』제21권 제6호, 69~81쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose: The study investigates the moderating impact of interpersonal mindfulness (IM) on the link between perceived similarity (OPS), physical appearance (OPA), and suitable behavior (OSB) - three key factors of other consumer perception (OCP) and brand experience (BE) in distribution of OCP and brand. Research design, data, and methodology: This study collected data from 612 consumers at shopping malls. SmartPLS 3.3.9 software were used to assess the measurement model and structural model. Results: According to the study's findings, IM has a negative modality in the impact between BE and OPS, OPA, and OSB. That also demonstrates how distribution of OCP and brand can affect a person's brand experience. Conclusions: The distribution of OCP and IM interactions have a significant influence on the brand experience in brand distribution. The study's results show that IM including mindfulness will function as a moderator between perceived similarity, physical appearance, suitable behavior regarded proper by other consumers, and brand experiences; therefore, they impact to brand distribution. The findings give a foundation for further IM research and add to the brand distribution theory that already exists. The findings also have some managerial implications in brand distribution.

목차

1. Introduction

2. Conceptual Development and Hypotheses

3. The Moderating Effect of Interpersonal Mindfulness

4. Research Methodology and Data Collection

5. Data Analysis and Findings

6. Conclusions and Implications

7. Limitations and Future Research Directions

References

키워드

Interpersonal Mindfulness Distribution of Other Customer Perception Perceived Similarity Physical Appearance Suitable Behavior Brand Experience Distribution Brand