The mediating role of brand experience on the relationship between electronic event marketing and brand awareness

Product placement efforts are expected to result in more desirable brand experiences and awareness as a result of consumers’ brand experiences. The attitude towards product placement increases the brand experience and makes the brand more permanent in our memory. In this study, it is aimed to examine the mediating role of the brand experience in the effect of attitude towards product placement on brand awareness. The research was carried out on Fi series audiences, where product placements were frequently used. The convenience sampling method was used, and an online survey form was used as data collection tool. 173 participants were reached during the data collection process. SPSS 21, AMOS 20 and PROCESS 3.1 programs were used for data analysis. The parallel multivariate mediator model was used to examine the mediator role of brand experience dimensions. As a result of the study, it was determined that the attitude towards product placements had an effect on brand awareness and brand experience dimensions, and the greatest effect was on the sensory experience. When the mediator roles are examined, it is concluded that the sensory and behavioral brand experience has a full mediating role in the effect of attitude towards product placements on brand awareness, and the mediator effect of the behavioral brand experience was higher.

A brand is a symbol that becomes a marker and a differentiator between one product and another. In plain view, brands also provide references for consumers to mark whether a product is classy or not, encouraging consumer behavior to make purchase intentions. Whether engaged in the production of goods or services, a company's success cannot be separated from the role of the brand that has been built for a long time. This study aims to determine how much of a contribution brand personality, brand awareness, and brand experience make to purchase intention. The research design uses a causal quantitative approach. For the acquisition of research data using an online questionnaire distribution instrument. The sample used in the study was 450 respondents. To examine the effect of brand personality, brand awareness, and brand experience on purchase intention, a structural equation modelling (SEM) approach using partial least squares (PLS) is used. Following the results of research data analysis, it shows that brand personality and brand experience significantly affect purchase intention. In addition, the study results also show that brand awareness does not affect purchase intention.

Consumer buying behavior is significantly influenced by branding strategies, particularly sensory branding and brand awareness. This study explores the impact of sensory branding and brand awareness on consumer purchasing decisions, emphasizing the mediating role of perceived quality and the moderating effect of consumer experience. The research adopts a quantitative approach, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data from consumers who have engaged with brand advertisements and sensory marketing efforts. Findings indicate that while advertisements enhance brand awareness, they do not directly lead to brand loyalty, challenging traditional marketing assumptions. Sensory branding significantly improves perceived quality, reinforcing its role in shaping consumer perceptions. However, perceived quality alone does not guarantee long-term loyalty, highlighting the necessity of emotional engagement and personalized consumer experiences. The study contributes to branding literature by integrating theoretical models such as the Stimulus-Organism-Response (SOR) framework and Aaker’s Brand Equity Model, providing insights into how brand awareness, sensory engagement, and perceived quality interact in consumer decision-making. Practical implications suggest that businesses should move beyond traditional advertising strategies to focus on multi-sensory engagement, consumer co-creation, and personalized branding experiences. Future research should further explore emotional branding and digital consumer engagement strategies to strengthen long-term brand loyalty. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzed data from 350 respondents, revealing that brand awareness explains 23.6% of the variance (R² = 0.236), while consumer buying behavior is influenced by advertisement (β = 0.407, p < 0.001) and brand awareness (β = 0.087, p < 0.047)​. Furthermore, the study found that brand loyalty accounts for 35.9% of variance (R² = 0.359), with advertisement significantly contributing to brand loyalty (β = 0.420, p < 0.001)​

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.

PurposeBrand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites.Design/methodology/approachThe study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison.FindingsBrand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts.Research limitations/implicationsBurgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent.Practical implicationsWhile mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals.Originality/valueThis paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.

This study aims to identify and analyze the direct effect of integration channels on customer affective and cognitive experiences and customer loyalty, as well as an indirect relationship where affective and cognitive experiences mediate between integration channels and customer loyalty Gen Z. This research is quantitative. The population used was Generation Z in Medan City with a sample size of 253 respondents. Sampling was carried out using a non-probability sampling approach using purposive sampling. The results of this study are product integration and price and transactions have a significant effect on customer experience both affectively and cognitively. Integration of promotions and access to information does not significantly affect the customer's experience effectively and cognitively. Customer service integration significantly affects cognitive customer experience but does not affect effective customer experience. The integration of customer service fulfillment has a significant effect on the customer's affective experience and does not affect the cognitive customer experience. Meanwhile, affective and cognitive customer experiences significantly affect Gen Z customer loyalty. In an indirect relationship, affective and cognitive customer experiences can mediate between promotion integration and access to information on customer loyalty. Affective experience cannot mediate between customer service integration on Gen Z loyalty while cognitive customer experience can mediate. Cognitive customer experience cannot mediate between integration of order fulfillment and loyalty, while affective experience can mediate. This research contributes to the omnichannel marketing literature by providing new insights into the importance of affective and cognitive customer experiences in omnichannel shopping.

The rapid growth of social media platforms has revolutionized how brands interact with their customers. This study aims to quantitatively investigate the impact of social media marketing activities (SMMA) on customers' purchase intention for the Puma apparel brand in Indonesia, with brand image, brand awareness, and brand equity as mediating factors. The study first examines Puma’s promotional efforts across social media platforms such as Facebook, Twitter, Instagram, and YouTube. Using Structural Equation Modeling (SEM) with SmartPLS 3 software, the research evaluates the effectiveness of Puma's social media marketing activities in enhancing brand awareness, brand image, and brand equity. The data was collected from a sample of 93 Indonesian university students via an online survey. The findings reveal that social media marketing activities have a limited impact on brand awareness, brand equity, and brand image, with R-square values of 0.184, 0.303, and 0.279, respectively. Furthermore, we found that social media marketing activities have a positive and significant impact on brand awareness (P = 0.000, T = 4.591), brand image (P = 0.000, T = 6.596), and brand equity (P = 0.000, T = 6.027), which in turn significantly influence customers' purchase intention. Brand awareness and brand image are shown to positively affect purchase intention (P = 0.004, T = 2.056 for brand awareness; P = 0.001, T = 3.427 for brand image), while brand equity (P = 0.000, T = 4.325) also significantly contributes to purchase intention. However, the relationship between brand awareness and brand equity was not statistically significant (P = 0.482, T = 0.703). The R-square results further indicate a moderate impact of the independent variables on purchase intention (R² = 0.566). These findings provide valuable insights for brand managers and marketing professionals in the apparel industry, emphasizing the strategic use of social media marketing to drive customer engagement, build brand loyalty, and ultimately influence purchasing decisions.

The purpose of this research is to examine whether 1a) sensory brand experience, 1b) affective brand experience, and 1c) behavioral brand experience can predict behavioral brand attitude. 2a) sensory brand experience, 2b) affective brand experience, and 2c) behavioral brand experience can predict cognitive brand attitude. 3a) sensory brand experience, 3b) affective brand experience, and 3c) behavioral brand experience can predict affective brand attitude. Sample was selected using convenience sampling method and data were collected using online questionnaire. In total 260 participants responded the survey. The result of this study indicate that sensory brand experience can’t predict positively behavioral brand attitude. Affective brand experience can predict positively behavioral brand attitude. Behavioral brand experience can predict positively behavioral brand attitude. Sensory brand experience can predict positively cognitive brand attitude. Affective brand experience can predict positively cognitive brand attitude. Behavioral brand experience can predict positively cognitive brand attitude. Sensory brand experience can’t predict positively affective brand attitude. Affective brand experience can predict positively affective brand attitude. Behavioral brand experience can predict positively affective brand attitude.

Brand equity is one of the prime and strategic assets for most of the contemporary business organizations. Companies are focusing on novel and innovative ways in order to build brand equity. Brand experience is one such construct which can be used by marketing managers in building and managing brand equity. Only a few studies have explored the relationship between brand experience and brand equity, particularly in the online shopping industry. This study was carried out in the State of Jammu and Kashmir to examine the influence of brand experience on brand equity. A multi-stage sampling method was employed to target 460 respondents which finally resulted in 403 functional responses. Exploratory Factor analysis (EFA) was conducted for both brand experience and brand equity followed by confirmatory factor analysis (CFA) for scale validation. The measurement scale was further subject to reliability and validity tests. Finally, structural equation modelling (SEM) was used to test the hypotheses formulated for the study. The results revealed that four dimensions of brand experience (sensory, affective, behavioural and intellectual) have a positive influence on all four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty). The study findings have further reinforced the research domain in brand experience which implies that producing unique and pleasing brand experiences will lead to improved perception amongst online shopping consumers and thus, influence brand equity. In the light of growing importance of brand experience in marketing, this study is a significant contribution to existing literature. The findings from this research study will provide useful insights to both academicians and marketers. Future researchers can focus on extending this study to other industries and by including additional variables.

Objective of research is to investigate the effect of customer experience and brand awarness on customer loyalty among Yoshinoya restaurant customers in DKI Jakarta, both directly and indirectly with mediation of customer satisfaction. This study use quantitative approach. A survey was conducted with 171 respondents who had consumed products of Yoshinoya restaurants in DKI Jakarta. Data analysis was performed using Structural Equation Model with AMOS program. The research findings indicate that the customer experience provided by Yoshinoya restaurants does not have a strong and significant relationship with customer loyalty of Yoshinoya restaurant customers in DKI Jakarta. However, it was found that brand awareness has a strong and significant influence on customer loyalty of Yoshinoya restaurant customers in DKI Jakarta. When mediated by customer satisfaction, turns out customer experience does have a strong and significant relationship with customer loyalty. Enhanced, when brand awareness mediated by customer satisfaction, has a stronger and more significant influence on customer loyalty of Yoshinoya restaurant customers in DKI Jakarta. The implications of this research suggest that companies can enchance customer loyalty by improving customer experience, brand awareness, and customer satisfaction. This can be achieved through the provision of high-quality food, efficient service in terms of speed, a strong brand, and most importantly ensuring customer satisfaction. Customer satisfaction is crucial in transforming a negative into a more positive one.

Online shopping behavior and online learning using electronic devices, such as smartphones, are currently an interesting phenomenon in Indonesia. The use of smartphones which continues to increase sharply is certainly inseparable from the role of the brand management of the smartphone product. This study aimed to analyze the role of brand experience, brand awareness, brand visibility, and brand reputation in improving purchase intention in generation Z. This study used a research design with a quantitative approach. The data were collected through documentation and online questionnaires. This study used a sample of 180 respondents with the determination of the sample size using purposive sampling formula. Partial least squares were applied to examine the relationship between purchase intention, brand experience, brand awareness, brand visibility, and brand reputation. The results of this study showed that of the four hypotheses developed, one hypothesis was rejected, in which the effect of the brand awareness variable on the purchase intention variable did not have a significant effect. Meanwhile, brand experience, brand visibility, and brand reputation had a significant effect on purchase intention. Based on the findings of this study, it is expected that it can provide additional information for various parties such as traditional stores and online stores, also companies that provide smartphone products to consider the factors that encourage consumer purchase intention so that they gain comfort and trust in these products

This study aims to analyze consumer loyalty towards Kopi Tuku through three main variables, namely brand awareness, brand experience, and brand engagement. This research uses a descriptive method with a qualitative approach. The research subjects consist of six consumers who have consistently purchased Kopi Tuku for the past two years. Data collection techniques in this study were carried out through observation, interviews, and documentation. The data analysis technique used is the Miles and Huberman model, which consists of data collection, data reduction, data presentation, and drawing conclusions. The results of this study indicate that Kopi Tuku's brand awareness is not only formed from visual recognition such as logos or packaging but has reached the highest level, namely top of mind. Brand experience is felt through sensory, affective, intellectual, and behavioral dimensions, making Kopi Tuku not only a beverage provider but also part of the consumers’ routines and identities. Meanwhile, brand engagement is reflected in strong emotional involvement, repeated purchasing habits, participation in trying new products, and ownership of merchandise. This study emphasizes that consumer loyalty towards Kopi Tuku is not solely built on product quality or price but through the synergy between brand awareness, brand experience, and brand engagement, which creates a personal and emotional connection between consumers and the brand.

In today’s dynamic environment, delivering exclusive and meaningful consumer interactions is critical for brands to stand out. In this sense, we suggested that consumer loyalty is influenced by online brand interactions due to brand familiarity. In a cross-sectional study conducted on 307 customers of leading and popular online selling brands in China across different industries, we found that online brand experience has significant and positive effect on customer satisfaction. Affective brand experience has a statistically negligible direct impact on customer satisfaction, emotional brand experience has a substantial and optimistic direct effect on customer satisfaction, and behavioural brand experience has a significant and harmful direct effect on customer satisfaction. In addition, it was discovered that brand awareness has a major mediating impact in the relationship between affective and behavioural brand experiences and consumer satisfaction, but no significant mediating influence in the relationship between emotional and cognitive brand experiences and customer satisfaction.

This research investigates digital content marketing's (DCM) effects on consumer-based brand equity (CBBE) by exploring the mediating role of brand experiences in Pakistan's market context. The research implements the stimulus-organism-response (SOR) framework to study how DCM affects brand experiences which subsequently influences the perceptions of CBBE among Pakistani consumers on the internet. This study adopted a quantitative approach using structured surveys which gathered data from 386 participants who engaged with social media platforms (Facebook, Instagram) and e-commerce sites (including Daraz.pk and AliExpress among others) on a regular basis. Research instruments built on validated findings assessed DCM components (informational and entertaining and social and self-expressive content) supplementing brand experience dimensions (sensory and affective and intellectual and behavioural) and CBBE elements (brand awareness and perceived quality with brand associations and brand loyalty). Structural equation modelling (SEM) analysis and mediation tests established that DCM delivers significant brand experience improvements thus proving effective digital content strategies boost consumers' multi-faceted brand interactions. Traditional analysis showed that brand experience plays a key role in developing CBBE because authentic brand connexions help consumers build stronger brand equity. The relationship between DCM and CBBE did not reach statistical significance indicating that DCM primarily affects brand equity by influencing brand experience levels. The application of mediation analysis established brand experience as a crucial intermediary factor that connects DCM to CBBE while demonstrating its substantial mediating power. Brand experience emerges as a critical element which converts digital content marketing initiatives into positive brand equity results.

This study aims to examine the impact of social media marketing (SMM) strategies on the intention to continue using cosmetics in Ho Chi Minh City. The research framework is grounded in social media marketing theory, focusing on its relationship with customer experience (CUE) and continuance intention (CI). The study also explores the mediating roles of brand awareness (BAW), attitude toward the brand (ATB), and product satisfaction (SAT). Data was collected through an online Google Forms survey, with 516 respondents who are cosmetics users. The analysis was conducted using the partial least squares structural equation modeling (PLS-SEM) approach. The findings reveal that all independent variables - SMM, BAW, ATB, SAT, and CUE - significantly influence continuance intention. Among these, product satisfaction (SAT) has the strongest impact, followed by brand awareness (BAW), attitude toward the brand (ATB), social media marketing (SMM), and customer experience (CUE), respectively. The results highlight the crucial role of enhancing product quality to ensure customer satisfaction, which is fundamental for driving continuance intentions. In addition, leveraging social media marketing to strengthen brand management, foster positive brand attitudes, and improve brand awareness also plays a significant role in encouraging consumer loyalty. This study contributes to the growing body of literature on social media marketing by providing a context-specific evaluation of its impact on continuance intention within Vietnam’s cosmetics industry. However, the study is geographically limited to Ho Chi Minh City, which may affect the generalizability of the findings to other regions. Future research could broaden the scope to include different cities, industries, or consumer demographics. The findings offer actionable insights for cosmetics businesses to optimize social media marketing strategies, enhance product quality, and improve customer satisfaction to foster brand loyalty and continuance intention. The study emphasizes the role of social media in shaping consumer behavior, which can further influence sustainable business practices and consumer engagement in the digital era.