The influence of brand experiences on consumer-based brand equity

Abstract

In markets where products and services have become similar, with no major functional differences, and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services per se, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers, and how do these experiences have influence consumer-based brand equity. Based on a quantitative study, the results show brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also show that intellectual experience triggers brand equity consumers in consumer with positive brand behaviour.

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

“…Consumer-based brand equity can be formed from a wide array of factors. Recent literature has found positive effects of brand -managed factors such as brand experience (Pina and Dias, 2020), customer-based attitudes and behaviors -like customer brand engagement (Algharabat et al, 2020;Machado et al, 2019) -, and even online factors -such as social media marketing communication (Zubair et al, 2020), perceived social media marketing activities (Koay et al, 2020), online reviews (Brzozowska-Woś and Schivinski, 2019), and e-WOM (Sijoria et al, 2019). Only recently has brand love attracted the attention of researchers as an important factor in determining consumer-based brand equity (Cho et al, 2018;Machado et al, 2019;Cho and Hwang, 2020).…”

“…Iqbal et al, 2020;Prentice et al, 2019), there is evidence that the dimensions of brand experience have different influences on several constructs (e.g. Huang, 2017;Ferreira et al, 2019;Pina and Dias, 2020;Rodrigues and Brandao, 2021). Thus, understanding brand experience dimensions may be more insightful for theoretical and practical reasons.…”

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

“…As a result, this study looks at EBBE via brand knowledge and brand identification ( Siqueira et al, 2021 ). The previous literature on brand equity has mostly focused on CBBE, which is based on cognitive psychologists ( Pina and Dias, 2021 ). Because when a brand has no significance or content of the product, it is ultimately useless for investors, manufacturers, or consumers.…”

Brand ageing: an analysis from a Latin American perspective

“…Brand revitalisation focusses on bringing defunct brands back to life using consumer-related attributes as cornerstones and points of reference (Gul Gilal et al, 2021;Lu et al, 2019;Närvänen and Goulding, 2016). Brand reinforcement, on the other hand, aims to potentiate brands using different drivers to enhance brand equity performance (Pina and Dias, 2021;Pontes and Pontes, 2021;Yuen et al, 2021). Within this framework, retrobranding and brand rejuvenation emerge as two opposing options that can be explored with the intent of empowering or reversing ageing or Analysis from a Latin American perspective obsolescence and that seek to make old and mature brands energetic and powerful again (Lu et al, 2019;Wilner and Ghassan, 2017).…”