| Abstract [eng] |
Recent marketing researches shows, that previous brand selecting experiences have an impact on customer-brand relationship, which guarantees their loyalty and commitment to the brand. Analysis of the scientific literature showed that brand experience has a positive impact on the results of customer-brand relationship. Which means that whenever a brand is correctly developing its brand experience, customer starts to trust the brand and attaches to it until becomes loyal. The empirical research in the case of “Audimas” brand, substantiates earlier researches and their results. Therefore, the results of correlation and regression analysis allow to state, that “Audimas” brand, while developing positive brand-experience creates customer relationship and guarantees the long duration of it. Therefore, a final conclusion can be confirmed that brand experience has a positive impact on the results of customer-brand relationship. The results of the empirical research could be used as a recommendation for other brands to develop successful and long term relationship with their customers. |
