Abstract
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.
Highlights
The study of the effect of emotions on post-consumption behaviours is a core stream of marketing research (Huang, 2017)
5.1 Theoretical contribution The main contribution of this study is the testing of four brand variables in the same model within the novel context of streaming television and with a leading content-creating brand such as Netflix
Results from the structural model corroborate the effect of brand experience on brand loyalty (Amoroso et al, 2021) and on willingness to pay a premium price (Dwivedi et al, 2018)
Summary
The study of the effect of emotions on post-consumption behaviours is a core stream of marketing research (Huang, 2017). Customers look for functional benefits and focus on the experiences that are attached to the brand (Singh et al, 2020). The role of the brand in online services is gaining importance in terms of explaining user post-consumer behaviour. Streaming television is a profitable industry that is replacing traditional television and video rental, and it has opened business opportunities for younger generations of consumers (Soni and Puthawala, 2020). In response to the growth of online and mobile services – and consumers’ preferences for nonlinear and streaming video – firms should gradually develop new offerings to compete and connect with the customer
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