The impact of brand experience on the memory formation

Abstract

Purpose The purpose of this paper is to examine the effectiveness of brand experiences on visitors’ memory formation and their revisit intention to a special event. Design/methodology/approach This study collected survey data from the Great New England Air Show to examine the soundness of the proposed theoretical model. Data were analyzed with partial least squares–structural equation modeling. Findings The results indicate an individual’s brand experience in the context of a special event can assist him/her in becoming more involved and finding meaningfulness in the experience, and form greater readiness to store memory of the event. Memory formation triggered by brand experience can help event practitioners anticipate positive behaviors of visitors after the experience. Practical implications The results suggest that event marketing managers and decision makers should create strong brand experiences focused on a mix of sensory, affective, intellectual and behavioral messages linked to the larger brand knowledge and memory formation. Originality/value The development of a theoretical model explaining brand experience with the purpose of explaining the internalization of brand experience in memory formation was documented and the study validated the brand experience concept in a non-monetary setting.

Role of brand experience in predicting consumer loyalty

“…Similarly, prior research reported that brand experience had positive outcomes on brand loyalty through emotional brand attachment (Mostafa and Kasamani, 2020), brand positioning (Liu and Hu, 2021) and customer engagement (Huang and Chen, 2021). Researchers have also investigated brand experiences in other aspects, such as in building consumer-brand relationships (Kumar and Kaushik, 2018), consumer brand engagement (Cheung et al, 2020), memory formation (Legendre et al, 2020), online social networks (Yu et al, 2021) and pro-environment intention (Kwon and Boger, 2021). Despite the importance of brand experience in various aspects, BEDs still have potential and can be investigated on PBA to predict consumer loyalty (Das et al, 2019;Safeer et al, 2021a).…”

Exploring the Effects of Coffee Shop Brand Experience on Loyalty: The Roles of Brand Love and Brand Trust

“…Positive emotional relationships that occur between consumers and a brand are proven to produce long-term, positive relationships (Sarkar et al, 2019). This relationship can be seen from consumer willingness to continue to use the same brand and disseminate the positive word of mouth (Ferreira et al, 2019;Garg et al, 2015;Legendre et al, 2019;Nikhashemi et al, 2019).…”

“…These research findings are in line with several previous studies on the effect of the relationship between brand love and brand trust on brand loyalty. The intention to consume the same brand repeatedly and the intention of consumers to consider the brand as the first choice are the results of brand love (Ferreira et al, 2019;Garg et al, 2015;Huang, 2017;Legendre et al, 2019;Sarkar et al, 2019). Consumers tend to be happy to share their beautiful moments with others when they manage to get the experience of consuming the best products and services from the brand.…”

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

“…The creation and delivery of emotional experiences can create brand differentiation and influence sales, loyalty and brand promotion [46]. For destinations, event experiences become more important to attendees when there is a clear association between the event and the location [47]. On this basis, it is important to understand how individuals react when a brand interacts with them, as the experience could directly impact the process of consumption and produce value for both parties [48].…”