Brand experience formation mechanism and its possible outcomes: A theoretical framework

Khan, Imran; Rahman, Zillur

doi:10.1362/146934715x14373846573748

Cited by 22 publications

(16 citation statements)

References 67 publications

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“…Thus, H1a, H2a, H3a and H4a were supported. Some previous studies also confirmed these relationships (Lai et al, 2007;Len et al, 2007;Morgan-Thomas & Veloutsou, 2013;Jing et al, 2014;Lin & Bennett, 2014;Khan & Rahman, 2015b;Oppong & Phiri, 2018). On the other hand, our research showed the direct impact of e-brand awareness and perceived quality on e-brand loyalty which were also proposed by other studies (Ha & Perks, 2005;Pike et al, 2010;Buil et al, 2013;Yousaf et al, 2012;Hsu et al, 2012;Lin & Bennett, 2014;Xu et al, 2015).…”

Section: Discussionsupporting

confidence: 90%

“…The positive effect of customer experiences (Gentile et al, 2007;Klaus & Maklan, 2013) and brand experiences (Brakus et al, 2009;Khan & Rahman, 2015b) on brand satisfaction has been well documented in the literature. Literature suggests that superior brand experiences improve customer satisfaction with the brands.…”

Section: Relationship Between E-brand Experience E-satisfaction and mentioning

confidence: 91%

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The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

Quan¹,

Khanh²,

Nhung³

et al. 2020

10.5267/j.msl

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This paper analyses the role of online satisfaction (e-satisfaction) as a mediator in the relationship between website brand equity, online brand experience (e-brand experience) and online loyalty (eloyalty) in the context of shopping online in Vietnam. The data for this study were gathered through mail questionnaires which were distributed to target participants who reported their consumption experience with shopping online through website. The survey was conducted at three big cities of Vietnam with the sample size at 928. We used structural equation model (SEM) to evaluate the suitability of the theoretical model under analysis with respect to the empirical data, and examined the significance of the hypotheses. The results showed that the estimations of the standardized regression coefficients in which e-brand experience has the largest impact on e-satisfaction and brand awareness has the biggest effect on e-loyalty. Otherwise, e-satisfaction plays a key role in mediating between website brand equity, e-brand experience and e-loyalty.

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Section: Discussionsupporting

confidence: 90%

Section: Relationship Between E-brand Experience E-satisfaction and mentioning

confidence: 91%

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

Quan¹,

Khanh²,

Nhung³

et al. 2020

10.5267/j.msl

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“…In the illustrated context, the brand voice-enabled by NBVAs becomes a brand stimulus and a "brand experience driver" (Brakus et al, 2009;Khan and Rahman, 2015). This study considers that the company strategically defines the brand voice stimulus (S) as the basis for the design of the NBVA brand experience (O).…”

Section: Brand Experiencementioning

confidence: 99%

Developing voice-based branding: insights from the Mercedes case

Vernuccio

Patrizi

Pastore

2020

JPBM

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Purpose By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how the NBVA brand experience might influence customer brand engagement (CBE). The ultimate aim is to develop an interpretative theoretical framework for developing voice-based branding through NBVAs. Design/methodology/approach A qualitative research approach with the analysis of a single in-depth case study is followed: the NBVA developed in-house by Mercedes, which was the first NBVA launched in the automotive market. Findings In the design of the NBVA, a key role was assigned to the brand voice in developing the brand’s anthropomorphic profile. Driving safety, consistency with the corporate identity, human-like interaction, dynamic personalisation and connectivity emerged as the strategic criteria for designing the NBVA brand experience, which was oriented towards the pursuit of multiple CBE dimensions. Research limitations/implications Although the qualitative empirical contribution of this study differs from statistical generalisations, the research insights are analytically generalisable. The insights emerging from the study could guide future research on voice-based branding. Practical implications The results may be a useful conceptual reference for managers involved in designing brand voice and brand experience based on NBVAs. Originality/value This study is the first empirical contribution to the marketing literature about voice-based branding in an innovative experiential field, a topic that, thus, far has been poorly analysed.

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“…Studies on brand experience in the literature are predominantly on developed country (UK, USA and Italy) consumers (Hamzah, Alvi and Othman, 2014). Khan and Rahman (2015) emphasized in their study that more studies should be done on the consumers of developing countries. Within the framework of all these explanations, the problem sentence of the research was formed as "Is there a mediating effect of brand love in the relationship between brand experience and brand equity?".…”

Section: Introductionmentioning

confidence: 99%

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

Akgözlü

Kılıç

2021

bmij

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The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis within the framework of the conceptual model of the research. According to the findings of the research, it has been determined that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) have a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand equity (brand awareness, brand associations, perceived quality, brand loyalty). However, it was concluded that brand love has no mediating effect on the relationship between brand experience and brand equity.

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Brand experience formation mechanism and its possible outcomes: A theoretical framework

Cited by 22 publications

References 67 publications

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction

Developing voice-based branding: insights from the Mercedes case

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

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