THE IMPACT OF BRAND EXPERIENCE ON STUDENTS SATISFACTION: THE CASE OF LEBANESE UNIVERSITIES
Purpose: This study examines the impact of brand experience on student satisfaction in the context of Lebanese universities. The research aims to explore the relationship between brand experience and student satisfaction, considering the unique characteristics of the Lebanese higher education sector Theoretical framework: Multiple conclusions may be drawn by marketers and brand managers from the data analysis. Successful marketing tactics may be developed with an awareness of the effects of psychological distance on brand experience. Brands may build their customers' emotional connection and brand loyalty by shortening the gap in their consumers' minds between the brand and the consumer. This may be done in a number of ways, including by giving concrete touchpoints that bridge the psychological divide and by creating immersive experiences that use narrative tactics Design/methodology/approach: The study adopts a quantitative approach using Structural Equation Modeling (SEM) to analyze data collected from a sample of 250 students Findings: The research hypothesizes that a positive brand experience will significantly influence student satisfaction with their university experience. The findings of this study are expected to contribute to the understanding of the role of brand experience in shaping student satisfaction and provide insights for universities in Lebanon to enhance their branding strategies and improve the overall student experience Research, Practical & Social implications: Significant interest exists among marketers and academics in the connection between psychological distance and brand experience. Individuals' perspectives and interactions with brands are impacted by the psychological distance between them and the brands themselves. In contrast, customers' brand experiences include their thoughts, feelings, and actions in relation to a brand. Using the data presented so far, the purpose of this study is to look further into the connection between psychological distance and brand experience. Originality/value: This research is original and unique and it contributes to the field of Lebanon.
Brand Experience, Psychological Distance, Student Attitudes.