Brand experience effects on brand attachment: the role of brand trust, age, and income

Abstract

Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used. Findings Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers. Research limitations/implications The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries. Practical implications Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers. Originality/value Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

Disentangling the role of income level on premium brand perceived quality, awareness, association, and loyalty: A comparative study within Thailand and Indonesia

“…variables of this study support the conclusion of the previous study by Abdellah-Kilani & Zorai (2019),Arunachalam, et al (2020),Chen & Green (2011), Huaman-Ramirez & Merunka (2019,Sheth (2011) that stated there is a difference in the mean of brand perceived quality, brand awareness, and brand associations between the various income level of Thailand consumers. However, the score of the F-test of brand loyalty that only shows 2.996 (which is the lowest of compared to others variables) at a significant level of 0.057 failed to proves the difference mean of brand loyalty between the various income level of Thailand consumers.…”

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

“…The study of the effect of emotions on post-consumption behaviours is a core stream of marketing research (Huang, 2017). Regarding the generation of distinctive, hedonic and memorable experiences, the notion of experience and love related to the concept of brand has begun getting the attention of academics and practitioners (Hegner et al, 2017;Huaman-Ramirez and Merunka, 2019).…”

A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores

“…Finally, the FQFD analysis of this study revealed that brand attachment has a significant influence on the choice of brand experience strategy management plans, both in the data sets analyzed and in different groups (young and older consumers) [69]. In other words, when consumers experience a brand, it evokes positive and multiple psychological attachments and has a favorable impact on the emotional bond between consumers and the brand [70].…”