Computation Analysis of Brand Experience Dimensions: Indian Online Food Delivery Platforms

作     者：Sufyan Habib Nawaf N.Hamadneh SAl wadi Ra’ed Masa’deh 

作者机构：Department of Business AdministrationCollege of Administration and FinanceSaudi Electronic UniversityRiyadh11673Saudi Arabia Department of Basic SciencesCollege of Science and Theoretical StudiesSaudi Electronic UniversityRiyadh11673Saudi Arabia Department of Risk Management and InsuranceThe University of JordanAmmanJordan Management Information Systems DepartmentSchool of BusinessThe University of JordanAmmanJordan 

出 版 物：《Computers, Materials & Continua》 (计算机、材料和连续体（英文）)

年 卷 期：2021年第67卷第4期

页      面：445-462页

核心收录：

学科分类：0202[经济学-应用经济学] 02[经济学] 020205[经济学-产业经济学] 

主　　题：Hypothesis tests brand experience online food delivery platform statistical tests COVID-19 

摘      要：Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 *** Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the *** Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience(BEX)dimension that helps in enhancing the brand equity(BE)of *** are critical for building brand loyalty(BL)and making companies *** can experience different kinds of brand experiences through feeling,emotions,affection,behavior,and *** present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context.A survey of 457 Indian customers was carried out.A questionnaire was used for data collection and a mediation study was used to test hypothesized *** computational analysis reveals that BEX influences the BL and BE of *** study further indicates that BL mediates the relationship between BEX and BE of *** effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their *** therefore provides a more thorough analysis of BEX constructs and their consequences than previous *** of the managerial implication,limitations,and scope of future research are also presented in the study.