The influence of brand experiences on consumer-based brand equity
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ORIGINAL ARTICLE
The influence of brand experiences on consumer‑based brand equity Rita Pina1 · Álvaro Dias2,3 Revised: 11 December 2019 / Accepted: 27 October 2020 © Springer Nature Limited 2020
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 perse, 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 on consumer-based brand equity. Based on a quantitative study, the results show that 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 shows that intellectual experience triggers brand equity consumers in consumer with positive brand behavior. Keywords Experiential marketing · Branding · Brand equity · Consumer experience
Introduction Nowadays, as products and services became very similar in terms of their functional attributes, marketing began to emphasize the non-functional characteristics of products and services and the creation of pleasant and memorable experiences (Brakus, Schmitt & Zhang 2008; Pine and Gilmore, 1998; Schmitt, 1999). In addition, consumers not only buy products and services but also their brands, establishing emotional relationships and using them to express their personality and their social-self (Delgado-Ballester & Sabiote, 2015; Escalas & Bettman, 2003; Fournier, 1998; Schmitt, et al., 2015; Swaminathan, Stilley & Ahluwalia, 2009; Thomson, MacInnis & Park, 2005). Hence, the experiences provided by brands have been presented as one of the main * Álvaro Dias [email protected] Rita Pina [email protected] 1
Instituto Superior de Gestão, Av. Mal. Craveiro Lopes 2, 1700‑097 Lisbon, Portugal
2
Universidade Lusófona, Campo Grande 376, Lisbon, Portugal
3
ISCTE-IUL, Av. das Forças Armadas, 1649‑026 Lisbon, Portugal
forms of differentiation between companies, through the creation of experiences that appeal to the consumer sensations, feelings, cognitions and behaviors, evoked by several brand-related stimuli. Although there are several studies showing that brand experiences have a positive effect on different variables related to the brand, such as purchase intent, satisfaction, trust or brand loyalty (e.g., Brakus, Schmitt & Zarantonello 2009; Ha & Perks 2005; Keng, Tran & Thi2013; Mathwick, Malhotra & Rigdon 2002; Şahin, Zehir & Kitapçı 2011; Sands, Oppewal & Beverland 2008; Zarantonello & Schmitt 2010), there are few studies that analyze the impact
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