The Importance of the Central Role of the Brand Experience

Abstract

With economic advancement, technological development, and the emergence of new trends related to brands, consumer behavior has been transformed as a result of several factors that influence their decision making towards a product, service, or brand. For this, it is necessary to know the importance of the brand experience in determining consumer behavior and intentions. The authors mobilize two theories on which to base their model and to formulate their research hypotheses. The investigation is one of the first empirical investigations of the determinants and consequences and the central role of brand experience. The purpose of this chapter is to propose a new model in the marketing literature. This model proposes (1) to test the central role of brand experience; (2) to measure its effects on customer loyalty, brand love, and emotional value brand; and (3) to measure the effects of customer engagement, sensory marketing, and customer loyalty as antecedents of brand experience. These three contributions make the research original.

The Influence of Brand Experience and Brand Personality on Brand Loyalty Through Brand Love

“…Consumer love for a brand can be enhanced through a good brand experience. Furthermore, these findings are supported by Mesfar & Moez (2022) that brand experience has a positive influence on brand love. When consumers get a satisfying experience, they reinforce their emotional feelings and develop a deep love for the brand.…”

Pelatihan Pemasaran Digital Usaha Rumah Tangga dengan Penguatan Brand Story Melalui Instagram

“…Oleh sebab itu, pemilik usaha harus mampu mengidentifikasi nilai (value) konsumen (Cuong, 2020); kredibilitas dan relevansi merek (Molinillo et al, 2022); keselarasan dengan segmen konsumen (Ranfagni et al, 2016); merancang dan memberikan pengalaman merek produk kepada konsumen (Mesfar & Ltifi, 2022) secara konsisten, serta berkomunikasi dengan konsumen terkait positioning merek (Gerasimenko et al, 2021).…”