Influencia de la experiencia de compra en el valor de marca del comercio detallistaUna aplicación al comercio de la Comunidad Valenciana

Laburpena

The present investigation focuses on analyzing the influence that the customer's buying experience exerts on retailers brand value. In the current competitive environment in which retailers move, contact with the customer does not occur only in the physical selling point, but also through different channels, which must be understood as possible options to increase the Value in different purchase conditions (Mathwick et al., 2002). In order to see the role that customer's buying experience (increasingly influenced by the use of new information and communication technologies) plays in retail trade, a theoretical model is proposed, confirmed by an empirical study carried out on a sample composed by 623 buyers of different commercial establishments of different sectors (fashion and accessories, food, bookshop, etc.