Building behavioral intentions in automotive industry: Brand experience, satisfaction, trust, direct mail communication and attitudes toward advertising

Brand experience, direct mail communication, trust and attitudes toward advertising are major antecedents of customers’ satisfaction for a brand and satisfied customers may buy more, accept higher prices and have a positive word-of-mouth effect. Also, we know that the cost of selling to new customers is much higher than selling to existing customers. In this context, the main aim of this paper is to investigate the relations among direct mail communications, brand experience, trust, attitudes toward advertising, satisfaction and behavioural intentions. We work with Structural Equation Model (SEM) to analyse and explain the relationships between the variables in the model. The findings supported the proposed hypotheses, which are consistent with theoretical framework. All results are in line with the study expectations, with an exception that it refers to the relation between satisfaction and price premium. Our study suggests that to combine high customers’ satisfaction rates with delivering positive brand experience, trust, and direct mail communication have a strategic opportunity to differentiate brand and reinforce customer behavioural intentions for a brand. Our study indicates that managers should know that overall evaluations of performance (brand experience, advertising, direct mail communication and trust) to predict customers’ behavioural intention battery through satisfaction. Research has investigated previously unexplored relations among brand experience, direct mail communications, trust, and attitudes toward advertising, satisfaction and behavioural intentions via SEM.

Business Management Dynamics
Şahin, Azize; Turhan, Gülden; Zehir, Cemal
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