Brand Experience and Brand Equity

Abstract

Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.

The meditating effect of brand love in the relationship between brand experience and brand equity

“…In these studies (Baycur, 2015;Rodrigues et al, 2017), positive relationships between brand experience, brand love and brand equity were revealed. In similar studies, relationships were found between brand experience and brand love (Madeline and Sihombing, 2019;Pauwels-Delassus and Zarantonello, 2016;Aboutalebi and Kouloubandi;Riivits-Arkonsuo and Leppiman, 2015), brand experience and brand equity (Chen, 2012;Kumar et al, 2013;Shamim and Butt 2013;Zarantonello and Schmitt, 2013;Beig and Nika 2019;A-Qader and Omar, 2017), brand love and brand equity (Filho et al, 2010;Gómez and Pérez, 2018). Aşkın and İpek (2016) determined that brand love has an intermediary role in the relationship between brand experience and brand loyalty, while Iglesias, Singh and Batista-Foguet (2011) determined that sensory commitment has a mediating role in the relationship between brand experience and brand equity.…”

“…According to Wani (2017, p. 86), brand experience and brand love are considered new marketing concepts in measuring brand equity. In the field of brand management in recent years, studies on the relationships between brand love and brand experience (Pauwels-Delassus and Zarantonello, 2016, Zhang, 2019Joshi and Garg, 2021), brand experience and brand equity (Kumar, Dash and Purwar, 2013;Aboutalebi and Kouloubandi, 2016;Beig and Nika, 2019) and brand love and brand equity (Halilovic, 2013;Önen, 2018;Gómez and Pérez, 2018;Filho et al, 2010) are observed to increase in number. However, a few studies deal with the relationships between brand experience, brand love, and brand equity together in domestic and international studies (Baycur, 2015;Rodrigues, Rodriques and Costa, 2017).…”

Role of brand experience in predicting consumer loyalty

“…Similarly, many studies have focused on brand management because brands are a source of several benefits for consumers and companies (Coelho et al, 2020). Likewise, experiential marketing has emerged as a novel and revolutionary concept in modern research, and it is proliferating by engaging consumers through the experiences of products and services (Beig and Nika, 2019). Experiential marketing allows consumers to interact with brands through experiences that arouse their feelings, emotions and senses; as a result, positive experiences help to build brand trust, loyalty and good relationships between consumers and brands (Brakus et al, 2009).…”

A márkaélmény és a tartalommarketing kapcsolata

“…Több kutatás bizonyította, hogy a BX hatással van a márkaértékre, ezért a vállalatok figyelmet fordítanak rá (Beig-Nika, 2019). A márkaélmény azért is fontos a vállalatoknak, hogy relevánsak, érdekesek maradjanak a vevőiknek (Beig-Nika, 2019).…”