Brand Experience Dimensions Research Articles

THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EXPERIENCE AND CONSUMERS’ PURCHASE INTENTION OF LUXURY FASHION BRANDS

The study investigated the marketing activities on social media on brand experience and consumers’ purchase intention of luxury brands. The relationships of these constructs are explored by examining the top 10 luxury fashion brands in selected cities in Punjab (India). The primary data were collected from customers who purchased these brands and followed brands on different social media channels. A well-structured questionnaire method was used for data collection with five constructs of social media marketing activities, four dimensions of brand experience, and three dimensions of consumers’ purchase intention. The results indicated in this study that there is a significant relationship between social media marketing activities and consumers’ purchase intention of luxury fashion brands with the use of mediators’ brand experience. The results also showed that these brands can build positive relationships with their customers through social media channels. The study's findings also demonstrate how leveraging social media platforms may help companies and consumers have a better relationship. Through the use of the structural equation model, this study has filled in the gaps found in the previous research on social media marketing activities of the luxury brand.

Walking the hidden city: the role of citywalk in shaping destination branding experience

ABSTRACT Citywalk, a burgeoning travelling phenomenon, significantly shapes destination branding experience (DBE) construction. Social media posts about citywalk have gained significant exposure on platforms like Xiaohongshu, one of the fastest-growing social media platforms in mainland China. Contemporary tourism research identifies six DBE dimensions: sensory, affective, behavioural, cognitive, spiritual, and relational. However, how these DBE dimensions are reflected in tourists’ citywalk experiences on social media remains unclear. Few studies have examined how young citywalkers reveal their DBE through Xiaohongshu posts. This study aims to investigate the citywalkers’ experiences by aligning them with six DBE dimensions. Utilising netnography and analyzing Xiaohongshu posts, this study highlights the multi-dimensional experience fostered by citywalks, surpassing the conventional focus on brand experience dimensions in marketing research. Except for cognitive experience, other dimensions of experience demonstrate potential interactions among themselves.

Building good brand experience to sustain positive electronic word of mouth: the mediating effect of brand love

PurposeThis study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics context.Design/methodology/approachIn accordance with the non-probability convenience sampling procedure and through an online survey, the study collected 312 responses from female consumers who have used Egyptian organic cosmetics brands regularly within the past two years.FindingsThe findings revealed that BE has a significant direct positive effect on BL. BE has also had a significant direct positive effect on e-WoM. In addition, BL has a significant direct positive effect on e-WoM. Finally, BL is a significant mediator between BE and e-WoM.Practical implicationsThis study offered several managerial recommendations. By considering BE as a tool, organic cosmetics' brand owners and managers can effectively develop and implement various experiential marketing strategies to create a love for that brand and develop long-term relationships with consumers, which in turn will lead to positive e-WOM.Originality/valueThis is a new study that uses Fournier’s relationship theory to investigate BE on BL to predict e-WOM in the context of Egyptian organic cosmetics brands. New insights are provided for the mediating effect of BL between BE and e-WoM in the context of Egyptian organic cosmetics brands.

Negative Brand Experiences and Purchase Intention of Green Wall Coating Brands: The Mediating Effect of Brand Identity

The purpose of this study was 1) to explore the impact of consumers' negative experiences with green wall coating brands on the brand identity of wall paint, 2) to analyze the effects of brand identity with green wall coating brands on purchase intentions, and 3) to test the mediating effect of green brand identity. Utilizing a quantitative research approach and simple random sampling technique, this study engaged 402 Chinese respondents aged 18 and older, all of whom had relevant purchase experiences with green wall coating products. The data collected were subjected to Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to assess model fit, as well as to establish the validity and reliability of the variables used in the study. The findings of this research revealed that all four dimensions of negative brand experience, which include negative functional experience (β =-0.189), negative emotional experience (β=-0.308), negative cognitive experience (β=-0.444), and negative social value experience (β=-0.134), have a negative impact on green brand identity. Additionally, the study confirmed a positive relationship between green brand identity and the intention to purchase green wall coating brands (β=0.655). Finally, the study established that green brand identity acts as a partial mediator between negative brand experiences (negative functional experience, negative emotional experience, negative cognitive experience, and social value negative experience) and the purchase intention of green wall coating brands (β3a=-0.124; β3b=-0.054; β3c=-0.126; β3d=-0.050). In light of these findings, this research provides specific and practical recommendations and improvement strategies for businesses within the green wall coating industry. These insights are aimed at enhancing their services and bolstering their competitive advantage.

Evaluating the millennial mothers’ relationship building process with baby care brands across two emerging economies

PurposeThis study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated.Design/methodology/approachThe conceptual model was empirically tested based on the data collected through a survey using 320 samples from India and 431 samples from Sri Lanka. Data were analyzed using structural equation modeling.FindingsSensory and behavioral dimensions of brand experience can be considered as key drivers of brand trust and brand commitment among millennial mothers in the context of baby care toiletries. It was observed that brand trust had a significant positive impact on brand commitment. There was a significant relationship between brand trust, brand commitment and customer engagement. It was also inferred that brand loyalty is the consequence of customer engagement.Practical implicationsMarketers should gear up initiatives targeting new mothers through healthy aspects and genuine packaging to strengthen the mother’s trust through periodic uses of the product.Originality/valueThe present study is one of the unique empirical investigations that examine the antecedents of consumer engagement in the less researched context of high inherent risk products like baby toiletries.

Engaging Consumer Senses: The Role of Interactive Brand Experiences in Brand Building

Successful brands are investing in creating exceptional interactive brand experiences and fostering emotional connections to build brand love. This dual approach contributes to long-term customer relationships and is an effective way for companies to create hedonic value thereby gaining a competitive advantage. The purpose of the study is to investigate how interactive brand experiences (i.e., sensory, emotional, behavioural, and intellectual) influence brand love in the energy drinks category amongst young adults in South Africa. Data were collected from energy drink young adults through physical surveys. The study applied partial least-square-based structural equation modeling (PLS-SEM). The results revealed that the various interactive brand experiences dimensions influence brand love. Although the brand experience dimensions are supported, they don’t seem to equally influence brand love, as the sensory experience dimension (i.e., taste, smell, sight, touch, and sound), had the strongest influence on brand love. Consumers desire something that touches their heart and engages their senses. Marketers can therefore focus on building brand related stimuli in order to influence consumer behaviour. By focusing on these alternative marketing approaches to brand building, marketers can attract and retain young adults. This research contributes to understanding how brand experiences influence brand love in the energy drinks beverage category.

The brand semiotics effect on intention to purchase considering the role of brand experience dimensions and brand trust

The brand semiotics effect on intention to purchase considering the role of brand experience dimensions and brand trust

Factors That Affect Customer Satisfaction and Brand Loyalty for the Apple Brand in Indonesia

Currently the existing business competition is very tight, so companies are required to continue to maintain their quality and innovate on goods and services. As is the case in the electronic product business, where companies must continue to consider what things can affect customer satisfaction and brand loyalty. In this case, the subjects and objects in this study are brand trust, brand identification, brand experience, location and environment, lifestyle congruence, perceived value of cost, perceived quality that affect customer satisfaction and brand loyalty. This study was shown to determine how big the influence between the dimensions of brand trust, brand identification, brand experience, location and environment, lifestyle congruence, perceived value of cost, perceived quality on customer satisfaction and brand loyalty. This research is a causal research using a descriptive quantitative approach. The population used in this study were Apple customers, while the sample taken was 200 people. This research is sourced from primary data obtained through questionnaires. The data analysis technique used in this research is Structural Equation Modeling (SEM) analysis using Partial Least Square (PLS) program. The results of this study indicate that brand experience, location and environment have a positive effect on customer satisfaction, brand identification, brand trust, life style congruence, perceived quality, and perceived value of cost have no effect on customer satisfaction, customer satisfaction has a positive effect on Apple's brand loyalty. . The contribution of this research is expected to be a consideration and input for Apple to consider the factors that influence Apple's customer satisfaction and brand loyalty.

럭셔리브랜드경험이 럭셔리브랜드충성도에 미치는 영향

Purpose – The purpose of this study is to investigate the effect of luxury brand experience dimensions, such as sensory, affective, behavioral, and intellectual, on brand image and brand love. It also seeks to identify the causal role of brand image and brand love. Design/Methodology/Approach – In this study, SPSS 21.0 and AMOS 21.0 statistical packages were used for empirical analysis. Model fit and hypotheses were tested by SEM. Findings – Sensory experience influenced brand image, brand love, and emotional experience, which affects intellectual experiences, influenced brand image and brand love. Brand image also influenced brand love and brand loyalty, and brand love influenced brand loyalty. Brand love was partially intermediated by the relationship between brand image and loyalty. Research Implications – Marketing managers of luxury brands should encourage customers to experience brands through sensory institutions, strengthen brand image, and help customers feel special and favorable feelings about the brand. In addition, by providing accurate information on luxury brands to stimulate intellectual curiosity and imagination, it is necessary to implement a brand strategy that induces strong attachment to the brand, and strengthens brand love.

The effect of customers' brand experience on brand evangelism: The case of luxury hotels

Despite growing insight into customers' brand experience, its effect on brand evangelism, or a customer's intense brand support behavior, remains tenuous, exposing an important literature-based gap. Addressing this gap, we adopt a Service-Dominant logic/Consumer Culture Theory perspective to uncover how customers' brand experience dimensions drive their evangelistic behavior for luxury hotels. Addressing these issues, Study 1 analyzes customers' TripAdvisor reviews for six five-star hotels to identify key brand experience themes using content analysis (e.g., human interaction/emotion). Study 2 explores the brand experience/evangelism interface by identifying differences for highly (vs. modestly) evangelistic customers by using fuzzy set qualitative comparative analysis (n = 396 five-star hotel customers). The results reveal human interaction-based hotel attentiveness/caring and emotion-based indulgence as necessary conditions for brand evangelism. Key differences across highly (vs. modestly) evangelistic customers' perceived hotel-based pandemic management and physical environment-based tangible sensorial experience are also identified. We conclude by discussing key implications arising from our analyses.

Destination brand experience, brand positioning, and intention to visit: A multi-destination comparison study

Brand experience, critical to the success of businesses, is well studied in marketing research. However, little is known about its effect on building advantages of competitive differentiation and brand positioning, especially in the tourism field. This study investigated the applicability of a well-established brand experience model from marketing research through a comparative study across multiple destinations. Factor analysis and cluster analysis were utilized to examine the effect of destination brand experience on tourist perception of destinations and regression analysis was utilized to examine the effect of four dimensions of destination brand experience on tourists' visit intention. Results showed that tourists perceived differently on all four dimensions of their brand experiences across different destinations. The sensory and affective dimensions of destination brand experience have positive effects on tourists' visit intention. This study provides marketing intelligence for destinations to create strong differentiated advantages and achieve precise brand positioning.

Using Netnography to Understand Customer Experience towards Hotel Brands

The competitive environment in the hospitality and tourism industry requires proper attention towards the effective management of hotel brands. Recently, in marketing literature, the customer brand experience has emerged as a multidimensional construct that influences customer loyalty. Stressing the importance of this branding construct, the study explores the underlying dimensions of brand experience in five-star hotel brands in an emerging economy like India. The study employs a qualitative research method, that is, netnography to identify the brand experience dimensions. The results reveal the importance of sensory (sight, smell, sound, touch, and taste), affective (feelings and emotions), relational (feelings of not being left alone), food (memorable meal) and leisure time (freedom to perceive and select activity during free time) experiences.

Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love

This study aims at comprehending the significance of brand experience in impacting brand satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the current research aims to explain the phenomena by which brand experience can be created through marketing communication channels. This study also tests the role of brand love as a mediator on the relationship between brand experience and brand satisfaction, by analyzing 480 responses. This research concludes that brand love partially mediates the relationship between brand experience and brand satisfaction in the aviation sector. Airline managers need to focus their strategies on event marketing and marketing communication as they have a significant effect on brand experience. The findings will also help in understanding the different dimensions of brand experience.

The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants

PurposeThe aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).Design/methodology/approachEmploying an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.FindingsRelational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.Practical implicationsThe findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.Originality/valueThe current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

Exploring the Effects of Coffee Shop Brand Experience on Loyalty: The Roles of Brand Love and Brand Trust

Loyalty is an essential asset for a particular brand to maintain excellent relationships with its customers and secure its continuing long-term business. An understanding customers' emotional and rational dimensions regarding brand performance is required to collect information to develop a great brand management strategy. Therefore, this study examines mediating roles of both brand love and brand trust in relation to the dimensions of brand experience (sensory, affective, intellectual, and behavioral) and brand loyalty in the coffee shop business context. A total of 225 valid questionnaires were collected from Generation Z (Gen Z) and Y (Gen Y) coffee consumers in Yogyakarta, Indonesia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was selected as an analytical method to evaluate the research results. The results show that affective, intellectual, and behavioral experiences directly influence brand love and brand trust, while the sensory experience only affects brand love. Furthermore, brand love and brand trust are proven to have a direct influence on brand loyalty. Subsequently, brand love successfully mediates the effect of each dimension of brand experience on brand loyalty. In contrast, brand trust is not successful in mediating the effect of sensory experience on brand loyalty. The results also clearly show that none of the model coefficient paths are significantly moderated by generation due to the small age gap. Finally, the findings suggest what all factors that could enhance brand loyalty to achieve competitive advantages and develop marketing strategies are. Limitations and further research are also discussed.

Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations

Purpose:Consumer research studies that have already been conducted on happiness have claimed that businesses should make their customers happier via experiences, but they have not addressed how specific brand experience elements may make customers happier. To address this gap, the main purpose of this research is to investigate the impact of brand experience on happiness via happiness orientations. Methodology:This study uses a survey as a research method. This research uses a cross-sectional time horizon design. The target audience for the study was the restaurant's customers. Data has been collected from 443 customers in different major cities of Pakistan. Findings:SEM is used for CFA and direct hypotheses testing, SEM is used. However, for mediation analysis, PROCESS micro has been used in SPSS. The result reveals that both sensory and emotional brand experience by exception has a positive effect on happiness orientations. Furthermore, happiness orientation mediates the relationship between brand experience dimensions and happiness. Conclusion:The present research found that each of the brand experience aspects had a distinct impact on happiness. It is advised that marketers concentrate on each dimension of brand experience instead of concentrating as a whole.

Constructing online destination brand experience and bilateral behavioral intentions: a sensory conduction perspective

ABSTRACT The emergence of short-form videos brings the sensory experience of the destination from offline to online and connects with the online destination brand experience (ODBE). Within the data crawled from short-form video content about Moshi Park, the study explored users’ destination sensory stimulation. Furthermore, we propose a cognitive–affective-conative model to investigate the relationship between sensory experience, ODBE and behavioral intentions. The results illustrate that visual stimuli dominate in the five senses, and hearing, touch, smell, and taste play an auxiliary role in influencing specific brand experience dimensions. All brand experience dimensions have a positive impact on users’ offline visit intention. However, affective and behavioral brand experience fails to motivate users to continue watching similar videos online for potential aesthetic fatigue and substitution effects. This study fills the research gap by examining the experiences and subsequent behaviors elicited by users watching short-form videos of tourist destinations. The model and discovery have made valuable contributions to refine sensory theory and brand experience, especially for virtual environments with advanced technology.

A Proposed Framework of Market-Oriented Ethnography (MOE) Approach to Study Co-Creation of Content Through Product Storytelling

The article aims to understand the product storytelling process while co-creating the content with suppliers and consumers for an end-to-end brand experience by integrating stages of storytelling with S-D logic actors and activities, using the DART value creation model. Marketing-oriented ethnography was conducted for thirty days for the research needs of this study. We collected findings of in-depth interviews with various stakeholders of two organizations. The data analysis resulted in a unified framework of different activities performed by suppliers, organizations, and consumers at various product storytelling stages. We find that suppliers focused on sensory, affected, and relational dimensions; the organization emphasized cognitive, relational, and behavioral dimensions, and consumers aimed at sensory, behavioral, cognitive, relational, and affective dimensions. The framework states that different brand experience dimensions can be understood by multiple stakeholders while co-creating the content.

Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love.

The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of e-commerce. Maintaining these customers and increasing their repurchase intention is a core issue for e-commerce platform companies. Thus, using new e-commerce users as the participants, this study investigated the structural relationship between brand experience, brand emotional factors (brand attachment and brand love), brand loyalty, and repurchase intention with brand love as the mediator. Research on the multidimensional brand experience (i.e., sensory, emotional, behavioral, and cognitive) from Chinese customers’ perspective is still lacking, and our study attempts to fill this gap. A structured questionnaire and hypotheses were designed based on studies and survey of 310 respondents from China in this study. The study results show that, first, the four dimensions of brand experience have a significant positive correlation with brand emotion, with brand cognitive experience having the greatest impact on consumer brand emotion. Second, the influence of brand emotion on brand loyalty is positive and significant, and brand attachment has a stronger influence than brand love on brand loyalty. In addition, brand loyalty has a positive effect on repurchase intention. Finally, brand love plays a mediating role on the relationship between brand attachment and brand loyalty. To enhance customers’ brand attachment and love for e-commerce platforms, companies must enhance customers’ interest and curiosity in their products. And companies will improve their services to customers by introducing artificial intelligence algorithms to increase customers’ repurchase intention, which will ultimately increasing their profitability. This study contributes to the development of e-commerce platform companies.

Investigating the Relationship Between Brand Experience Dimensions and Brand Resonance through two Different Brands Selected from the Cosmetics and Food Sectors

Investigating the Relationship Between Brand Experience Dimensions and Brand Resonance through two Different Brands Selected from the Cosmetics and Food Sectors