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Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.
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Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
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Rentschler, Ruth, Kerrie Bridson, and Jody Evans. "Exhibitions as sub-brands: an exploratory study." Arts Marketing: An International Journal 4, no. 1/2 (September 30, 2014): 45–66. http://dx.doi.org/10.1108/am-07-2014-0023.
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Purpose – The purpose of this paper is to explore the adoption of major exhibitions, often called blockbusters, as a sub-branding strategy for art museums. Focusing the experience around one location but drawing on a wide data set for comparative purposes, the authors examine the blockbuster phenomenon as exhibition packages sourced from international institutions, based on an artist or collection of quality and significance. The authors answer the questions: what drives an art museum to adopt an exhibition sub-brand strategy that sees exhibitions become blockbusters? What are the characteristics of the blockbuster sub-brand? Design/methodology/approach – Using extant literature, interviews and content analysis in a comparative case study format, this paper has three aims: first, to embed exhibitions within the marketing and branding literature; second, to identify the drivers of a blockbuster strategy; and third, to explore the key characteristics of blockbuster exhibitions. Findings – The authors present a theoretical model of major exhibitions as a sub-brand. The drivers identified include the entrepreneurial characteristics of pro-activeness, innovation and risk-taking, while the four key characteristics of the blockbuster are celebrity; spectacle; inclusivity; and authenticity. Practical implications – These exhibitions are used to augment a host art museum’s own collection for its stakeholders and differentiate it in the wider cultural marketplace. While art museum curators seek to develop quality exhibitions, sometimes they become blockbusters. While blockbusters are a household word, the terms is contested and the authors know little about them from a marketing perspective. Social implications – Art museums are non-profit, social organisations that serve the community. Art museums therefore meet the needs of multiple stakeholders in a political environment with competing interests. The study draws on the experiences of a major regional art museum, examining the characteristics of exhibition sub-brands and the paradox of the sub-brand being used to differentiate the art museum. This paper fills a gap in both the arts marketing and broader marketing literature. Originality/value – The use of the identified characteristics develops theory where the literature has been silent on the blockbuster sub-brand from a marketing perspective. It provides an exemplar for institutional learning on how to initiate and manage quality by popular exhibition strategies.
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Horyslavets, Pavlo, Mariia Plonka, and Viktor Trynchuk. "Experience marketing and its tools in promoting the insurance services." Innovative Marketing 14, no. 1 (May 18, 2018): 41–48. http://dx.doi.org/10.21511/im.14(1).2018.05.
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Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.
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Witkowski, Terrence H. "Arms and armor collecting in America: history, community and cultural meaning." Journal of Historical Research in Marketing 12, no. 4 (August 24, 2020): 421–47. http://dx.doi.org/10.1108/jhrm-12-2019-0050.
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Purpose This study aims to present a history and critical analysis of arms and armor collecting in America from the late 19th century until the present day. Design/methodology/approach The research draws from the literature on arms and armor, from primary written, visual and material evidence, and from the author’s long experience as an antique gun and sword collector. Findings American arms and armor collectors have included men of great wealth, museums and their curators and many enthusiasts of more modest means. Collectors, dealers and curators have created a substantial arms literature. Collectors have organized around various types of artifacts, historical periods and company brands. Dealers, auction houses and manufacturers have provisioned the market with period pieces and reproductions. Originality/value The history of antique arms and armor collecting is regarded as a social activity where enthusiasts have pursued “serious leisure” through consumption and brand communities. This history is further analyzed as a cultural practice wherein generations of collectors have interpreted the meaning of antique arms and armor.
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Beig, Faseeh Amin, and Fayaz Ahmad Nika. "Brand Experience and Brand Equity." Vision: The Journal of Business Perspective 23, no. 4 (October 7, 2019): 410–17. http://dx.doi.org/10.1177/0972262919860963.
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Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.
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Shahzad, Muhammad Faisal, Muhammad Bilal, Jin Xiao, and Tahir Yousaf. "Impact of smartphone brand experience on brand equity." Journal of Islamic Marketing 10, no. 2 (June 10, 2019): 440–64. http://dx.doi.org/10.1108/jima-04-2017-0045.
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Purpose The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data. Findings The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users. Research limitations/implications Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study. Practical implications This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product. Originality/value This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.
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Biscaia, Rui, Galen Trail, Stephen Ross, and Masayuki Yoshida. "A model bridging team brand experience and sponsorship brand experience." International Journal of Sports Marketing and Sponsorship 18, no. 4 (November 6, 2017): 380–99. http://dx.doi.org/10.1108/ijsms-07-2016-0038.
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Purpose Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience. Design/methodology/approach To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli. Findings This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors. Originality/value This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework.
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Kumar, Vikas, and Arun K. Kaushik. "Building consumer–brand relationships through brand experience and brand identification." Journal of Strategic Marketing 28, no. 1 (June 8, 2018): 39–59. http://dx.doi.org/10.1080/0965254x.2018.1482945.
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Jeong, Gap Yeon, Chae Chang Im, and Min Suk Kim. "The Effect Of Brand Experience Provider On Brand Experience: Focus On Korean Cosmetic Brand Shop." Journal of Applied Business Research (JABR) 33, no. 6 (October 31, 2017): 1205–28. http://dx.doi.org/10.19030/jabr.v33i6.10055.
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This present research distinguishes brand experience providers of cosmetic companies that include three elements: Brand identity elements of cosmetic brand shops (feminine and environmental-friendly brand identity); Marketing mix elements (level of iconic product, level of steady-seller product, reasonable pricing, convenience of location, quality of additional service); Cosmetic brand store elements (effective product assortment, atmosphere of a store, availability of testers, proficiency of consultants). This paper aims to explore these elements and the effect of brand experience provider on all brand experience dimensions; sensory, affective, intellectual, and behavioral experience. After the review of extant studies, we propose 11 hypotheses.
Based on the collected 295 consumers of experienced cosmetic brand shop, the proposed model is testified with the SPSS 15.0 and AMOS 7.0 is supported. According to the result of empirical analysis, it turns out that, in terms of characteristics of brand experiential provider, 'feminine brand identity', 'iconic product', 'steady seller product', 'convenient location', 'additional service quality', 'assortment', 'atmosphere', 'self-tester', and 'consultant' affected the customers' holistic brand experience of cosmetic brand shop. However, 'environmental-friendly brand identity', 'reasonable price' results to have no influence on the holistic brand experience of brand of cosmetic brand shop. The study produced a theoretical implication on brand experience that it empirically approached to factors of brand experiential provider on holistic brand experience of store. The earlier studies were at best conceptual analysis or they mainly dealt with in-store factor, whereas this paper divides factors that affect the customer's overall experience into 'brand identity', 'marketing mix strategy', and 'physical environment of in-store'.
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Khan, Imran, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam, and Zillur Rahman. "Brand engagement and experience in online services." Journal of Services Marketing 34, no. 2 (December 19, 2019): 163–75. http://dx.doi.org/10.1108/jsm-03-2019-0106.
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Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.
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Husain, Rehan, Justin Paul, and Bernadett Koles. "The role of brand experience, brand resonance and brand trust in luxury consumption." Journal of Retailing and Consumer Services 66 (May 2022): 102895. http://dx.doi.org/10.1016/j.jretconser.2021.102895.
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Nayeem, Tahmid, Feisal Murshed, and Abhishek Dwivedi. "Brand experience and brand attitude: examining a credibility-based mechanism." Marketing Intelligence & Planning 37, no. 7 (October 7, 2019): 821–36. http://dx.doi.org/10.1108/mip-11-2018-0544.
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Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology/approach The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users (n=405). Findings The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude. Originality/value This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.
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Feiz, Davood, and Hadi Moradi. "Creating consumer-based brand equity for customers by brand experience." Journal of Islamic Marketing 11, no. 6 (September 23, 2019): 1443–64. http://dx.doi.org/10.1108/jima-03-2019-0055.
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Purpose The purpose of this paper is to investigate the effect of brand experience on brand equity dimensions in the perspective of customers (including brand identification, physical quality, staff behavior quality, brand awareness, ideal self-congruence and life style-congruence) on brand satisfaction and loyalty in Iranian banking industry. Design/methodology/approach The author designed the conceptual model of the research based on the existing relationships between the research variables and the proposed hypotheses. By a questionnaire, the opinion of 288 customers and clients of selected branches of Melli and Tejarat banks were collected in two Provinces, including East and West Azerbaijan Provinces. The research hypotheses were tested using structural equation modeling. Findings The results of the paper showed that the brand experience directly affected all dimensions of brand equity. Also, the results indicated that except for lifestyle congruence, other dimensions of equity directly affected the customers' brand satisfaction. Originality/value This paper is significant, because it addresses the experience relationships and brand equity with the perspective of the customers of banks in an Islamic country, which affects the development of branding literature.
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Ghose, Kamal. "Internal brand equity defines customer experience." Direct Marketing: An International Journal 3, no. 3 (August 21, 2009): 177–85. http://dx.doi.org/10.1108/17505930910985125.
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Tarigan, Miska Irani, Arlina Nurbaity Lubis, Endang Sulistya Rini, and Beby Karina Fawzeea Sembiring. "Antecedents of destination brand experience." Journal of Sustainable Tourism and Entrepreneurship 1, no. 4 (June 30, 2020): 293–303. http://dx.doi.org/10.35912/joste.v1i4.428.
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Purpose: The tourism sector is the leading sector for Indonesia's foreign exchange earnings. The Indonesian government has established six National Tourism Strategy Areas, including Lake Toba, North Sumatra. Development in the Lake Toba tourist area has been carried out, but it does not automatically bring tourists to visit the Lake Toba Tourism Area. The researcher intended to know the factors of the tourist brand experience in Lake Toba. Therefore, this study aims to confirm the factors obtained from a literature study. Research methodology: The research methodology used is a qualitative study, namely Focus Group Discussion. Participants in the Focus Group Discussion are Government Representatives, Tour Guides, Travel Agencies, and domestic tourists' representatives. Results: The study results should add to the Tourist Self-expression as a new precursor to the destination brand experience. Limitation: The study did not involve hospitality and other relevant governments to gain a broader perspective. Contribution: The results of this study hope to contribute to references for tourism marketing. Keywords: Brand experience, Destination branding, Tourism marketing, Lake Toba
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Das, Gopal, James Agarwal, Naresh K. Malhotra, and Geetika Varshneya. "Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality." Journal of Business Research 95 (February 2019): 479–90. http://dx.doi.org/10.1016/j.jbusres.2018.05.026.
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Darmawan, Didit. "THE EFFECT OF BRAND EXPERIENCE ON BRAND TRUST AND BRAND LOYALTY." Translitera : Jurnal Kajian Komunikasi dan Studi Media 7, no. 2 (September 30, 2018): 13–24. http://dx.doi.org/10.35457/translitera.v7i02.590.
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The marketing literature has acknowledged that consumers are looking for brands that provide a good, unique and unforgettable experience. The success of a brand in the long run depends greatly on the number of loyal consumers who regularly buy on a particular brand. This study aims to analyze and discuss the effect of brand experience on brand trust and brand loyalty. The research method used is a survey. The population in this study were consumers of Zwitsal products as a product for babies but used among adults. Respondents were set at 100 people. The sampling method used in this study is a non probability sampling method. The technique used is convenience sampling where respondents are based on anyone who by chance is seen as fulfilling the requirements as a data source. The analytical tool used is linear regression with the help of SPSS 24.0 for Windows software. The results show that brand experience has a significant positive effect on brand trust, and brand experience has a significant positive effect on brand loyalty
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Altaf, Mohsin, Naveed Iqbal, Sany Sanuri Mohd. Mokhtar, and Maqbool Hussain Sial. "Managing consumer-based brand equity through brand experience in Islamic banking." Journal of Islamic Marketing 8, no. 2 (June 12, 2017): 218–42. http://dx.doi.org/10.1108/jima-07-2015-0048.
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Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity, in light of Aaker (1991) and Keller (1993), who combined effect on brand loyalty to effectively manage CBBE in Islamic banking. Design/methodology/approach Paper and pencil technique was used to collect data from the consumers of Islamic banking products. In total, 365 respondents were finally considered for data analysis. Convenient sampling technique was used to collect data. Correlation, multiple regression and hierarchical regression techniques were used with the aid of SPSS and AMOS to analyse the data. Findings The results show that perceived quality, brand image, brand experience, brand loyalty and brand awareness are positively associated and have a significant influence on overall brand equity. Based on the results, the study concludes that perceived quality is an important variable in the management of CBBE in Islamic banking to improve overall brand equity. Hence, it is concluded that perceived quality, brand experience and brand image are the most important focusing areas from CBBE in the management of Islamic banks’ brand equity and cannot be undervalued. Practical implications The research findings illustrate the importance of brand experience and effects of overall brand equity dimensions in the process of building strong brand equity of Islamic banks. Therefore, this research has implications not only for experiential marketing but also for human resource managers and brand managers. The scope of the present study is limited only to the consumers of Islamic banks products of Malaysia and Pakistan. Originality/value Brand management literature focused on the components of brand equity model and its importance in creating overall brand equity. Previous studies are yet to investigate the combined effect of brand equity components (perceived quality, brand awareness, brand image and brand loyalty) to manage overall brand equity. Therefore, the present research fills the gap by investigating the combination of best brand equity components that are very effective to manage brand loyalty and overall brand equity. Second, this study investigates the impact of brand experience on CBBE components in Islamic banking which has not been tested before in Islamic banking.
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Ding, Cherng G., and Timmy H. Tseng. "On the relationships among brand experience, hedonic emotions, and brand equity." European Journal of Marketing 49, no. 7/8 (July 13, 2015): 994–1015. http://dx.doi.org/10.1108/ejm-04-2013-0200.
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Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.
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Fischer, Dirk, and Sandra Praxmarer-Carus. "What Consumer Responses Make a Brand Experience Create Brand Attachment?" Marketing ZFP 43, no. 3 (2021): 35–48. http://dx.doi.org/10.15358/0344-1369-2021-3-35.
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Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors determining consumers’ brand attachment has generated great interest within the marketing discipline. In the process of attachment formation, marketers consider consumers’ experiences with a brand relevant. However, the literature has not provided marketers with an integrated representation of what to consider when creating brand experiences that are supposed to create brand attachment. A consumer’s brand experience is a subjective internal response to contact with a brand-related stimulus, such as a brand’s product, service, advertisement, social media activity, store, or event. For example, test driving a brand’s car, contacting a brand’s service desk, and dancing at a brand event are brand moments that elicit subjective brand experiences. Although the literature presents several characteristics of brand experiences that may positively affect brand attachment, it does not specify the fundamental underlying factors by which a brand experience produces the feeling of brand attachment. This article extends the literature by identifying the internal responses to a brand moment that are relevant for its attachment creation. First, this paper describes how humans create attachment. We explain that consumers do not permanently feel attached to their attachment objects, such as brands, but construct and feel the feeling of attachment at times of a related need. To construct the feeling of brand attachment at a time of need, consumers use activated thoughts and feelings, that is, retrieved episodic memories related to the brand, memories of feelings related to the brand, and/or semantic memories about the brand’s characteristics. Then, this research focuses on consumers’ individual episodes with a brand and the question of what inner responses to such brand moments cause or support the creation of brand attachment. We infer that the extents to which a brand experience includes pleasure, perceived distinctiveness, and arousal determine its attachment creation. Hence, pleasure, perceived distinctiveness, and arousal are the internal responses to a brand moment that create attachment. We present two empirical studies. Our research seeks to provide value to marketing practice because the creation of brand attachment is highly relevant to marketers. We recommend that marketers use the three experience responses identified in this research (pleasure, perceived distinctiveness, and arousal) as a guide when creating marketing activities intended to strengthen brand attachment. The more pleasure, perceived distinctiveness, and arousal the target group experiences, the more the brand moment creates brand attachment. Marketers may use the items that we propose to assess (or pre-test) the extent to which an activity evokes the responses relevant for attachment formation. Since pleasure/displeasure and arousal constitute core affect, they can represent any prototypical feeling that a brand moment elicits without measuring such specific feelings (Russell and Barrett 1999). For example, high pleasure (displeasure) and high arousal can form delight (anger), whereas high pleasure (displeasure) and a moderate level of arousal can form satisfaction (dissatisfaction) (Oliver et al. 1997). Finally, we point out that marketers may misinterpret studies that have suggested that, for example, sensory experiences and intellectual experiences create brand attachment or related constructs (e.g., Chen and Qasim 2021; Iglesias et al. 2019). Since most experiences that marketers create are, on average, pleasurable, positive relationships between such experiences and attachment make sense (empirically). However, this paper argues and demonstrates that brand experiences do not create brand attachment because consumers had, for example, a strong sensory experience but because (and only if) the experience contained pleasure.
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Kim, Dong Hoo, and Doori Song. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level." Journal of Brand Management 26, no. 3 (July 17, 2018): 255–67. http://dx.doi.org/10.1057/s41262-018-0134-0.
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Bapat, Dhananjay. "Impact of brand familiarity on brands experience dimensions for financial services brands." International Journal of Bank Marketing 35, no. 4 (June 5, 2017): 637–48. http://dx.doi.org/10.1108/ijbm-05-2016-0066.
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Purpose The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands. Design/methodology/approach This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity and high familiarity service brands to highlight the differences. Findings The improvement in brand familiarity is positive for sensory, emotional, behavioral and relational brand experiences for high familiarity service brands. Exploratory factor analysis and confirmatory factor analysis found a four-factor brand experience model for low brand familiarity and a five-factor brand experience structure for high familiarity financial services brands. The study of financial services brands validates the service brand experience framework of Nysveen et al. (2013) for high familiarity brands, but not for low familiarity financial services brand. Practical implications There is a need for marketers to comprehend various dimensions of brand experience in the context of financial services brands which are experiencing increased competition with non-banks. Originality/value The study makes a contribution to the existing literature as the concept of brand familiarity and its relationship with brand experience have received scant attention in the past.
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Huang, Ran, Stacy H. Lee, HaeJung Kim, and Leslie Evans. "The impact of brand experiences on brand resonance in multi-channel fashion retailing." Journal of Research in Interactive Marketing 9, no. 2 (June 8, 2015): 129–47. http://dx.doi.org/10.1108/jrim-06-2014-0042.
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Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty. Design/methodology/approach – By employing self-administered questionnaires, the data on 393 respondents were collected from students enrolled at a major southwestern university in the USA. The moderation regression analysis was conducted to test the hypotheses and propositions. Findings – The study supports most of the hypotheses and propositions regarding the impacts of brand experiences on brand resonance in multi-channel retailing. The moderating effects of channel type are founded in relationships between sensory experience, affective experience and relational experience. Further, relational experience impacts on brand awareness and loyalty in any channel. Research limitations/implications – Given the exploratory nature of this approach, there are methodological limitations in generalizing research findings. However, the study solidifies the branding theory by understanding the multi-dimensional brand experience, and moderating effects of channel type enrich brand experience managements in the multi-channel retailing for fashion brands. Practical implications – This study implies that relational experience through sensory, affective and cognitive brand experiences in multiple-channel setting has a huge business potential to concrete consumer and brand value. Originality/value – This study substantiates the robust effects of brand experiences on brand resonance and the causal structure of multi-dimensional aspects of brand experiences in conjunction with the moderating effect of channel type.
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Khan, Imran, and Zillur Rahman. "E-tail brand experience’s influence on e-brand trust and e-brand loyalty." International Journal of Retail & Distribution Management 44, no. 6 (June 13, 2016): 588–606. http://dx.doi.org/10.1108/ijrdm-09-2015-0143.
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Purpose – The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence. Design/methodology/approach – In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software. Findings – Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences. Practical implications – E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment. Originality/value – Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.
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Xu, Yue Heng, Ming Li Zhang, and Sai Li Tang. "The Impact of Brand Experience on Relational Benefit: The Role of Brand Familiarity, Brand Image and Brand Personality." Advanced Materials Research 225-226 (April 2011): 103–6. http://dx.doi.org/10.4028/www.scientific.net/amr.225-226.103.
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Little research has considered brand experience and relational benefit together in a single model. This study was designed to investigate how brand experience enhances relational benefit. Using a self-administered questionnaire survey, 182 effective respondents from college students were used for the study. In this paper, an integrated model was established through the inclusion of brand familiarity, brand image, brand personality. The study finds that brand experience could be positively associated with relational benefit indirectly and that brand familiarity, brand image and brand personality could serve as mediators between them. The finding suggests that practitioners better understand customers’ perceptions towards relational benefit and help them in developing marketing strategies to gain relationship with consumers.
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Khan, Imran, Zillur Rahman, and Mobin Fatma. "The role of customer brand engagement and brand experience in online banking." International Journal of Bank Marketing 34, no. 7 (October 3, 2016): 1025–41. http://dx.doi.org/10.1108/ijbm-07-2015-0110.
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Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.
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Atwal, Glyn, and Alistair Williams. "Luxury brand marketing – The experience is everything!" Journal of Brand Management 16, no. 5-6 (February 13, 2009): 338–46. http://dx.doi.org/10.1057/bm.2008.48.
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Khan, Imran, Zillur Rahman, and Mobin Fatma. "The concept of online corporate brand experience: an empirical assessment." Marketing Intelligence & Planning 34, no. 5 (August 1, 2016): 711–30. http://dx.doi.org/10.1108/mip-01-2016-0007.
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Purpose – The idea of providing superior brand experiences in the growing internet environment has received much research attention in recent years. The purpose of this paper is to empirically examine corporate brand experience concept in an online context (i.e. online corporate brand experience (OCBE)), and to examine its influence on brand satisfaction and brand loyalty. Design/methodology/approach – This study surveys online banking customers to purify and validate the dimensions and measurement items of OCBE, and to test the developed hypothesis. Findings – Results confirmed five dimensions and 19 items of OCBE. The OCBE dimensions – corporate visual identity, emotional experience and functionality are the strongest predictor of brand satisfaction and brand loyalty, compared to lifestyle and corporate/self-identity dimensions. Research limitations/implications – Findings are applicable to online banking only and do not offer generalizability to other online contexts. Furthermore, this study examined the influence of OCBE on brand satisfaction and brand loyalty; future research can incorporate brand equity and brand credibility as the possible outcomes of OCBE. Practical implications – This study will help brand managers to comprehend how investments in different aspects of corporate branding lead to corporate brand value. Originality/value – The empirical examination of the OCBE in banking services is a novel contribution in both corporate branding and services literature. This research conducted at the time when organizations increasingly recognize the value of corporate branding due to increased online usage and global competitiveness.
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Pinarbasi, Fatih, and Ceyda Aysuna Türkyılmaz. "The Role of Retro Brand Experience in Repurchase Intention and Brand Loyalty." International Journal of Research in Business and Social Science (2147-4478) 6, no. 2 (March 19, 2017): 13–25. http://dx.doi.org/10.20525/ijrbs.v6i2.714.
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Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty.
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Legendre, Tiffany S., Elizabeth A. Cartier, and Rodney B. Warnick. "The impact of brand experience on the memory formation." Marketing Intelligence & Planning 38, no. 1 (November 19, 2019): 15–31. http://dx.doi.org/10.1108/mip-02-2019-0109.
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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.
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Santos, Mauricio, and Walesska Schlesinger. "When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services." Spanish Journal of Marketing - ESIC 25, no. 3 (November 8, 2021): 374–91. http://dx.doi.org/10.1108/sjme-11-2020-0201.
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Purpose This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services. Design/methodology/approach Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix). Findings The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love. Practical implications In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups. Originality/value This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.
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Cuomo, Maria Teresa, Debora Tortora, Giuseppe Festa, Francesca Ceruti, and Gerardino Metallo. "Managing omni-customer brand experience via augmented reality." Qualitative Market Research: An International Journal 23, no. 3 (February 18, 2020): 427–45. http://dx.doi.org/10.1108/qmr-11-2017-0142.
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Purpose The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system. Design/methodology/approach By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value. Findings Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers. Originality/value Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.
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Wu, Hung-Che, Chiou-Fong Wei, Li-Yu Tseng, and Ching-Chan Cheng. "What drives green brand switching behavior?" Marketing Intelligence & Planning 36, no. 6 (September 3, 2018): 694–708. http://dx.doi.org/10.1108/mip-10-2017-0224.
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Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.
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Coelho, Filipe J. F., Cristela M. Bairrada, and Arnaldo F. Matos Coelho. "Functional brand qualities and perceived value: The mediating role of brand experience and brand personality." Psychology & Marketing 37, no. 1 (October 31, 2019): 41–55. http://dx.doi.org/10.1002/mar.21279.
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Huaman-Ramirez, Richard, and Dwight Merunka. "Brand experience effects on brand attachment: the role of brand trust, age, and income." European Business Review 31, no. 5 (August 2, 2019): 610–45. http://dx.doi.org/10.1108/ebr-02-2017-0039.
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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.
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ORTEN TUGRUL, Tugba. "BRAND EXPERIENCE EFFECTS ON CONSUMER SOCIAL MEDIA MARKETING PERCEPTIONS AND BRAND VALUE." Journal of Global Strategic Management 2, no. 8 (December 15, 2014): 37. http://dx.doi.org/10.20460/jgsm.2014815640.
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Yu, Eunah, and Junghyun Kim. "The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors." Sustainability 12, no. 3 (January 29, 2020): 982. http://dx.doi.org/10.3390/su12030982.
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The city brand experience of residents has emerged as an important topic due to the concentration of the city population and changes in the marketing environment. This study examined the relationship between self-city brand connection, city brand experience, city brand satisfaction, and city brand ambassadorship behavior intention (CBABI) in city residents. An empirical analysis was conducted using data collected through a questionnaire with 328 residents of Seoul and Busan in Korea. The results reveal that self-city brand connection is positively related to city brand experience and city brand satisfaction but is not directly related to CBABI. Next, city brand experience was found to have a significant positive relationship with city brand satisfaction and CBABI, and city brand satisfaction is positively related to CBABI. We also found differences in the effects of city brand satisfaction on CBABI between Seoul and Busan. Although city brand satisfaction had a significant effect on CBABI in both cities, the effect was greater in Busan. This study confirms the effect of citizens’ city brand experiences and identifies the path by which city residents become city brand ambassadors.
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Jones, Robert Paul, and Rodney C. Runyan. "Brand experience and brand implications in a multi-channel setting." International Review of Retail, Distribution and Consumer Research 23, no. 3 (July 2013): 265–90. http://dx.doi.org/10.1080/09593969.2013.781531.
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Wang, Cheng Lu, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "Hallowed be thy brand: measuring perceived brand sacredness." European Journal of Marketing 53, no. 4 (April 8, 2019): 733–57. http://dx.doi.org/10.1108/ejm-08-2017-0551.
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Purpose The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas. Design/methodology/approach Six empirical studies were conducted to identify the brand sacredness construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables. Findings Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism. Research limitations/implications This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process. Practical implications The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism. Originality/value This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.
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Zha, Dongmei, Pantea Foroudi, T. C. Melewar, and Zhongqi Jin. "Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences." Qualitative Market Research: An International Journal 25, no. 2 (January 31, 2022): 205–32. http://dx.doi.org/10.1108/qmr-09-2021-0118.
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Purpose This paper aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience (SBE). Design/methodology/approach This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate SBEs in the context of Chinese shopping malls. Findings Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as SBEs (involving sensory impressions, fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing and convenient), which influence key variables in customer–brand relationships including customer satisfaction, brand attachment and customer lovemarks. Originality/value This study has implications for current theory on experiential marketing, branding, consumer–brand relationships, consumer psychology and customer experience management.
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Brakus, J. Joško, Bernd H. Schmitt, and Lia Zarantonello. "Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?" Journal of Marketing 73, no. 3 (May 2009): 52–68. http://dx.doi.org/10.1509/jmkg.73.3.052.
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Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
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Fransen, Marieke L., Thomas J. L. van Rompay, and Daan G. Muntinga. "Increasing sponsorship effectiveness through brand experience." International Journal of Sports Marketing and Sponsorship 14, no. 2 (January 2013): 37–50. http://dx.doi.org/10.1108/ijsms-14-02-2013-b004.
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Hultén, Bertil. "Sensory marketing: the multi‐sensory brand‐experience concept." European Business Review 23, no. 3 (May 17, 2011): 256–73. http://dx.doi.org/10.1108/09555341111130245.
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Verinanda, Muhammad Ridwan, Endang Sulistya Rini, and R. Hamdani Harahap. "The Influence of Servicescape, Brand Experience and Social Media Marketing on Purchase Decisions through Brand Image as Variables Intervening in the Filosofi Kopi Medan." International Journal of Research and Review 8, no. 12 (December 24, 2021): 569–79. http://dx.doi.org/10.52403/ijrr.20211269.
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This study aims to determine the effect of servicescape, brand experience and social media marketing on purchasing decisions through brand image as an intervening variable in the Filosofi Kopi Medan. The type of research in this study is associative research, namely research that connects two or more variables using quantitative descriptive with the number of samples taken in this study as many as 150 people as respondents who are consumers who have visited the Filosofi Kopi Medan and the data analysis techniques used to test the hypothesis in this study is descriptive analysis and analysis using SEM-lisrel. The results of this study on testing the direct effect show that the variable Servicescape influence on Brand Image is concluded to have no significant effect, the Brand Experience variable on Brand Image has a positive effect, Social Media Marketing has a positive and significant effect on Brand Image, Brand Image variable on Purchase Decision has a positive and positive effect. significant, Servicescape variable on Purchase Decision has no significant effect, Social Media Marketing variable on Purchase Decision has a positive and significant effect, Brand Experience variable on Purchasing Decision has a positive and significant effect, while the results of the indirect effect test show that, Brand Experience variable, through Brand Image on consumer purchasing decisions has an indirect effect, Servicescape variable through Brand Image on consumer purchasing decisions does not have an indirect influence, Social Media Marketing variables through Brand Image on consumer purchasing decisions do not have an indirect influence. For more details have been presented in this study. Keywords: Servicescape, Brand Experience, Social Media Marketing, Brand Image, Consumer Decisions, Marketing Management.
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Husain, Saima, and S. A. Nadir Hashmi. "AIESEC: the Experience Pakistan challenge." Emerald Emerging Markets Case Studies 4, no. 1 (February 19, 2014): 1–16. http://dx.doi.org/10.1108/eemcs-04-2013-0037.
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Subject area Marketing. Study level/applicability The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management. Case overview Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Local Committee Development, has relaunched the Experience Pakistan – a brand designed to develop a positive identity for Pakistan in the AIESEC world in order to have positive growth in the absolute exchange numbers for AIESEC Pakistan. AIESEC's philosophy is to nurture youth and develop them as leaders; all leadership positions in AIESEC are therefore held by individuals for only a year. This being the biggest and an unavoidable problem, Meg has to come up with a way of further developing and strengthening the Experience Pakistan brand. Expected learning outcomes The case requires the students to suggest a viable action plan for positioning Experience Pakistan and devising the implementation strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Sampetua Hariandja, Evo, and Lusiana Sartika. "Effects of brand innovation and marketing dynamic capability on the performance of international hotels." Innovative Marketing 18, no. 1 (February 10, 2022): 63–78. http://dx.doi.org/10.21511/im.18(1).2022.06.
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The Covid-19 epidemic has resulted in a dramatic decline in hotel public consumption. Hotel performance must be enhanced through the use of a hotel marketing strategy to compete with others. The aim of this paper is to examine the relationship between the innovation of the brand, dynamic capability of marketing, brand communication, brand experience, and brand performance in Indonesian 3-5 star international hotels. The data for this study were acquired using an electronic questionnaire on Google Forms from 530 customers who stayed in hotels throughout Indonesia prior to and during the Covid-19 pandemic. Smart-PLS 3.2.9 was used to analyze the data using the outer model and the inner model. The findings indicated as follows: brand innovation has a positive effect on brand communication; dynamic marketing capability has a positive influence on brand communication; brand communication directly has a positive effect on brand experience; brand experience significantly has a positive effect on brand performance; brand communication directly has a positive effect on brand performance; brand innovation has a positive influence on brand performance, and dynamic marketing capability has a positive effect on brand performance. This study contributes to the worldwide hotel strategy’s global marketing efforts in order to compete and improve performance in an increasingly competitive hotel business.
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Haudi, Haudi, Wiwik Handayani, Musnaini, Yohanes Totok Suyoto, Teguh Praseti, Endang Pitaloka, Hadion Wijoyo, Hendrian Yonata, Intan Rachmina Koho, and Yoyok Cahyono. "The effect of social media marketing on brand trust, brand equity and brand loyalty." International Journal of Data and Network Science 6, no. 3 (2022): 961–72. http://dx.doi.org/10.5267/j.ijdns.2022.1.015.
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This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sample of 450 respondents determined by the simple random sampling method who had experience of using social media for at least six months. Data was obtained by distributing online questionnaires using google form. The results show that social media marketing has a positive effect on brand trust, social media marketing has a positive influence on brand equity, and social media marketing has a positive influence on brand loyalty. Brand trust has a positive influence on SMEs Performance, Brand equity has a positive influence on SMEs Performance and finally brand loyalty has a positive influence on SMEs Performance.
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Paramita, Widya, Huynh Ba Chan Nhu, Liem Viet Ngo, Quan Ha Minh Tran, and Gary Gregory. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective." Journal of Retailing and Consumer Services 62 (September 2021): 102611. http://dx.doi.org/10.1016/j.jretconser.2021.102611.
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Kim, Junghyun, and Eun Ah Yu. "The Holistic Brand Experience of Branded Mobile Applications Affects Brand Loyalty." Social Behavior and Personality: an international journal 44, no. 1 (February 18, 2016): 77–87. http://dx.doi.org/10.2224/sbp.2016.44.1.77.
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We investigated the effects of the holistic brand experience of branded mobile applications (apps) on brand loyalty in a sample of 223 university students. Results showed that affective, cognitive, behavioral, and relational holistic brand experiences had significant effects on brand loyalty; however, the effect of sensory experience on brand loyalty was nonsignificant. Further, the involvement level of branded apps had a significant effect on the relationship between brand experience of branded apps and brand loyalty; however, this effect differed depending on gender. For males, the effects of cognitive, behavioral, and relational experiences on brand loyalty were significant, whereas, for females, this was true of the effects of affective, cognitive, and behavioral experiences. The results have important theoretical implications for extending holistic brand experience to the new media area. In practical terms, we provide important suggestions about the use of branded apps as tools for corporate marketing communications.
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Merrilees, Bill, and Dale Miller. "Companion shopping: the influence on mall brand experiences." Marketing Intelligence & Planning 37, no. 4 (June 3, 2019): 465–78. http://dx.doi.org/10.1108/mip-08-2018-0340.
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Purpose The purpose of this paper is to investigate the influence of a shopping companion on mall brand experience. Design/methodology/approach The quantitative multi-group structural equation model study contrasts three shopper types: those shopping alone; those shopping with friends; and those shopping with family. Two categories are shoppers in a group. Nine hypotheses evaluate the impact of shopping with a companion. Findings The results show that companions enhance the emotional brand experience. Further, shoppers with family companions are most able to enhance brand evaluation from mall brand experience. Shopping companions help co-create the shopping brand experience. Research limitations/implications The findings are limited to Australian shoppers and contrast with Canadian studies, emphasizing friends. Alone shoppers place priority on price and only the alone shoppers are price-sensitive. The findings help address the gap in the literature, namely, understanding focal retail consumers in a group situation. Practical implications Retailers and mall managers in planned shopping centers could consider developing different retail strategies and brand experiences, which address the specific types of customer groups or alone shoppers. Social implications The paper is explicitly about social influences. Originality/value This original research contributes new perspectives to understanding the role of companion shoppers as co-creators of the focal shopper’s mall brand experience.