The concept of online corporate brand experience: an empirical assessment

Abstract

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.