Positive Brand Experiences Research Articles

Corporate Social Responsibility and Brand Loyalty: The Mediating Role of Brand Experience and Brand Trust among students in Nepali Business Schools

Background: Corporate social responsibility (CSR) is crucial in business schools as it instills ethical values and commitment to societal welfare, fostering a positive brand experience (BE), and brand trust (BT) among stakeholders to bring out a feeling of brand loyalty (BL) among them. Despite the need for contextual understanding of CSR in Nepali business schools, there is a paucity of literature on CSR in Nepali business schools. Objectives: The paper aims to explore role of BE and BT as mediator in connection between CSR and BL among students at Nepali business schools. Methods: Purposive sampling was used in this study’s cross-sectional survey research design to gather data from 256 students. To test hypotheses, the partial least squares structural equation modeling (PLS-SEM) was employed. Results: The findings indicate that BE act as a mediator between CSR and BL among Nepali business school students, while BT doesn’t have a mediating effect. Furthermore, CSR initiatives positively influence BE and BT, leading to increased BL. Nevertheless, the impact of BT on BL was found to be insignificant. Conclusion: The findings of the study could offer significant value for business schools and prepare CSR policies to develop loyal relationships with students.

Brand Loyalty as a Catalyst for Growth: Leveraging Innovative Brand Experience to Enhance Market Success for a Small Clothing Brand

This research entitled “Brand Loyalty as a Catalyst for Growth: Leveraging Brand Experience to Enhance Market Success for Small Clothing Brands in Triple Two Reworks” aims to identify strategies that can increase brand loyalty and market growth for small clothing brands. This research focuses on Triple Two Reworks, a local brand that specializes in redesigning used clothing into new fashion products that are aesthetically pleasing and sustainable. This study reveals that brand loyalty plays a critical role in the long-term success of a brand, especially for small clothing brands that often face limited resources and challenges in reaching a wider audience. This research uses a qualitative approach with in-depth analysis of positive Triple Two Reworks brand experiences, as measured through indicators of customer satisfaction and their engagement with the brand. The research results show that superior brand experience can increase customer loyalty and market success. Triple Two Reworks can leverage positive brand experiences through a branding strategy that includes providing a personalized shopping experience, product customization options, and responsive customer support. Additionally, the adoption of sustainable fashion trends and limited-edition collections can attract environmentally conscious and fashionable consumers, thereby expanding market share and increasing competitiveness. This research concludes that by optimizing the brand experience, Triple Two Reworks can build strong customer loyalty and achieve sustainable market growth.

Gen Z's Path to Brand Loyalty in Photo Studios: The Influence of Brand Experience, Community, and Engagement

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base.

Exploring the Relationship between Social Media Engagement, Customer Reviews, and Brand Perceptions: A Comprehensive Study in Retail Industry

This research investigates the intricate relationships between social media engagement, customer reviews, and brand perceptions in the retail industry. Through a qualitative analysis of customer-generated content and social media interactions, key themes and patterns emerged, shedding light on the factors influencing brand sentiment and consumer behavior. The findings highlight the impact of positive brand experiences, strategic social media engagement, user-generated content, transparency, and authenticity in shaping brand perceptions and fostering customer loyalty. The study underscores the importance of delivering exceptional customer experiences, engaging meaningfully on social media platforms, and prioritizing transparency and authenticity to enhance brand perception and build trust in the digital era.

Engaging with Branded Content on Short-Video Sharing Apps: How Motivations Affect Attitude toward Branded Content, Brand Experience, and Relationship Quality

Although short-video sharing apps (e.g., TikTok and Instagram Reels) on mobile platforms have grown exponentially due to their playful, interactive, and participatory nature, the effectiveness of branded content on these apps for desirable brand outcomes is empirically under-explored. Integrating theories of uses and gratifications, brand experience, and brand relationship quality, this study investigated how app users’ motivations for branded content interactions influence their attitude toward branded content and their responses to brands promoted on these apps. An online survey via Qualtrics was conducted to recruit short-video sharing app users who had engaged with branded content. Our findings showed that, among app users’ five motivations, entertainment, social connection, and information-seeking produced a favorable effect on their attitude toward branded content, while social connection and information-seeking generated their positive brand experience. Subsequently, both attitude toward branded content and brand experience affected relationship quality with the brands encountered on these apps. Based on these findings, theoretical and practical contributions are deliberated for academic researchers and marketing professionals.

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

The evolution of marketing, from traditional approaches to Marketing 4.0, has shifted the focus towards consumer behavior and advocacy. In this digital era, consumer empowerment and the significance of peer recommendations have reshaped marketing strategies. This study aims to investigate the relationships between brand awareness, brand image, consumer purchasing decisions, and customer advocacy behavior, with a specific focus on Kapal Api coffee consumers. Customer Advocacy Behavior, defined as consumer recommendations strengthening a brand, gains prominence in Marketing 4.0. Distinct from influencers, brand heroes advocate based on positive brand experiences. The study aligns with the 5A model, emphasizing the role of customer advocacy after the purchase decision. The research adopts a descriptive survey approach, utilizing a quantitative design. The sample consists of 258 Kapal Api coffee consumers, and data is collected through online surveys. The study applies Structural Equation Modeling (SEM) for data analysis. The analysis reveals significant positive relationships between brand awareness, brand image, purchasing decisions, and customer advocacy behavior. The study highlights the pivotal role of brand awareness and image in shaping consumer decisions and influencing post-purchase advocacy behavior. In conclusion, the research contributes valuable insights into the dynamics of brand awareness, brand image, purchasing decisions, and customer advocacy behavior within the context of Kapal Api coffee consumers. The findings emphasize the importance of cultivating strong brand awareness and a positive brand image to enhance consumer engagement and advocacy.

The Effect of Brand Experience, Brand Loyalty, and Self-Congruity on Positive Word of Mouth with Brand Love as an Intervening Variable: A Study in Banjarbaru Starbucks Customers

Several factors that can influence positive WOM are brand experience, brand loyalty, self-congruity, and brand love. Brand experience, created by Starbucks in Banjarbaru, can be a positive or negative experience experienced by customers when interacting with the brand. A positive brand experience can make customers feel comfortable and happy to be in the cafe and satisfied with the quality of the products and services they receive. High self-congruity can make customers feel comfortable and happy interacting with a brand and make consumers more loyal to that brand. This research method uses a questionnaire with 165 Starbucks Banjarbaru customers as a sample and was selected from the entire customer population. Variable measurement uses the Likert Scale technique with a weight scale from 1 to 5. Data analysis uses partial least squares with the help of the SmartPLS program. The research results show that brand experience, brand loyalty, and self-congruity have a positive effect on positive word of mouth. Brand love mediates the influence of brand experience, brand loyalty, self-congruity on positive word of mouth.

The Influence of Marketing Strategies Used by Chinese Clothing Brands

Chinese clothing producers have increased their market presence in recent years. Many firms have been using unique marketing strategies to satisfy the needs of their consumers. Local brands are now major competitors to global players as they have been expanding quickly in recent years. Chinese apparel companies have used a variety of marketing techniques to reach their target market in an effort to achieve a competitive edge. A market study was carried out in order to identify and thoroughly assess the marketing tactics used by Chinese garment brands. The research methodology employed a mixed-method approach, combining qualitative and quantitative data collection methods. The qualitative data was obtained through in-depth analysis and case studies of several prominent Chinese clothing brands. The quantitative data was gathered using an online survey from a sample of 200 Chinese consumers who have purchased clothing from local brands, and they are all of the different ages. The results show that Chinese apparel businesses use a variety of marketing techniques, such as celebrity attraction, knowledge marketing, and short video marketing, to draw in buyers. The best marketing tactic for raising brand awareness and fostering consumer trust was shown to be celebrity attraction. Young customers, who are more prone to base their purchasing decisions on suggestions from social media, have been proven to be good candidates for social media marketing campaigns. Customers may be engaged and given a positive brand experience through knowledge marketing; it has been discovered.

Examining proxemic as an instrument for experiential brand design in physical retail spaces

For luxury coffee shops to create positive and memorable brand experiences for their customers, they must carefully design, manage and maintain their brand image throughout the entire consumer journey. The store environment plays a prominent role because it strongly influences customers’ perceptions of the brand. Factors such as the social atmosphere and employee interactions contribute to defining and representing the brand identity to customers. Therefore, coffee shops must consider customers’ cultural identities to ensure their experiences are relevant to the sociocultural context. By integrating design, branding, anthropometry and proxemics, decision-makers can create personalized experiences that engage customers on physical, emotional, cognitive and cultural levels. This research focuses on using proxemics to design luxury coffee shop experiences in multicultural spaces. We propose an instrument to collect data on task patterns, task distinctions and user preferences in coffee shops. The tool consists of three sections that collect data on proxemic behaviour, proxemic perceptions (cultural) and proxemic reflections. We used a case study to exhibit the relevance of proxemics and proxemic behaviour in improving the interaction between person, object and space. The instrument offers the possibility to document proxemic factors that are imperceptible and intangible in the users’ brand experience and journey in a retail space. It also provides data to increase user engagement with different touchpoints, such as retail space, product design and identity design. Proxemic behaviour is relevant in addressing cultural, behavioural and sociological aspects of interpersonal situations related to spatial distance between individuals. These findings suggest the relevance of proxemics in promoting human-centred design in experiential spaces. Ultimately, the work aims to expand the available instruments and methods for improving user experiences in service-based industries within the experience economy.

The Influence of Brand Experience Towards Brand Trust on New Entry Sport Product

The purpose of this research is to determine the impact of brand experience towards brand trust, particularly in new entry products with the new entry product in the sports industry as a proxy, particularly in golf balls. The objective of this study is to research how a new entry product (in the sports market) could gain its brand trust based on its brand experience. This research collected and analyzed using numerical data through questionnaires and a total of 87 responses were considered valid for data analysis using SPSS. The hypothesis testing is done using linear regression, using brand experience as independent variable and brand trust as dependent one. The result shows that there is a linear correlation and positive influence from brand experience towards brand trust in the new entry golf product. Thus, it could be concluded that brand experience, especially in new entry products, is essential, since it could lead to customer trust towards the brand. Impllication of this research is findings emphasize the significance of brand experience as a driver of brand trust for new entry products. This suggests that companies entering competitive markets should prioritize creating positive brand experiences to establish trust among consumers. Managers can now tailor their strategies to enhance brand experiences, ultimately boosting brand trust and customer loyalty.

The Role of Brand Love in Mediating the Effect of Brand Experience on Brand Loyalty and Willingness to Pay for Green Skincare Products in Indonesia

The purpose of his study analyze the relationships between a selection of variables, such as brand experience, brand love, brand loyalty, and willingness to pay, to identify post-purchase customer perceptions of the "green" skincare product. This research uses a non-probability sampling technique. This research uses Structural Equation Modeling analysis tools through Smart-PLS software with a total sample of 200 respondents, 53 men, and 147 women, and a minimum age of 18 years. In 2023, the population will consist of Indonesian consumers who have used products categorized as green skincare. The sample used as respondents in this study was made up of men and women who had used green skincare more than twice. Brand attachment grows as a result of positive brand experiences. These favorable brand experiences are also very important for establishing brand loyalty and affecting customers' willingness to spend. Additionally, brand attachment has been shown to increase brand loyalty and alter customers' willingness to pay. This study was conducted to look at how consumers in Indonesia who purchase "green" skincare products behave after making their purchases. This research can identify the root of the problems that occur related to consumer behavior about green products in the process of solving research problems.

PENGARUH PENGALAMAN MEREK TERHADAP KESETIAAN MEREK MELALUI KEPUASAN MEREK

This study was conducted to determine the effect of brand experience on brand loyalty through brand satisfaction. The sample size in this study was 69 respondents. The sampling technique used in this research is Non-Probability Sampling with Purposive Sampling for an infinite population. The analysis technique in this study uses descriptive data analysis and inferential statistical analysis using the statistical method of Structural Equation Modeling (SEM) using SmartPLS 3.0. The results of this study conclude that brand experience has a significant effect on brand satisfaction. Brand experience also has a significant effect on brand loyalty, and brand experience has a significant effect on brand loyalty through brand satisfaction. Based on the results of the study, Converse Armada Town Square Magelang should be able to create and improve a positive experience with the Converse brand so that it is expected that there will be satisfaction in the minds of consumers due to the similarity between the performance generated by the Converse brand and consumer expectations regarding the Converse brand. The existence of a positive brand experience and satisfaction in the minds of consumers will then trigger the birth of brand loyalty. Keywords: Brand Experience, Brand Satisfaction, Brand Loyalty.

Brand Experience on Brand Loyalty through Brand Satisfaction and Brand Trust: Study on Altex Cat Customers in East Java

The paint industry in Indonesia is facing fierce competition from competitors and increasingly selective consumers. In this context, PT Atlantic Ocean Paint, a prominent company known for its product Altex, aims to understand customer needs and create positive brand experiences to foster brand loyalty and boost sales. This study, conducted in Papua Province, Indonesia, with 200 participants from various cities, explores how brand experience, brand satisfaction, and brand trust influence brand loyalty. Data was collected through a structured research instrument with validated scales for the mentioned variables. The findings indicate that brand experience directly affects brand satisfaction but not brand trust. Brand satisfaction, in turn, influences both brand trust and brand loyalty. However, brand experience does not have a direct impact on brand loyalty. Nevertheless, there is an indirect influence, as brand experience significantly affects brand loyalty through brand satisfaction and brand trust. By grasping these insights, PT Atlantic Ocean Paint can effectively enhance customer loyalty and improve its competitive edge in the challenging paint market in Indonesia.

Social media marketing in the digital age: empower consumers to win big?

PurposeThis study aims to propose and test a research model outlining the chain effects of social media marketing activities (SMMA) on brand equity, encompassing the potential mediators of self-congruity, consumer empowerment and brand experience.Design/methodology/approachAn online survey was conducted, and 241 valid responses were acquired. The data was submitted to Partial Least Squares Structural Equation Modelling (PLS-SEM), complemented by the artificial neural network (ANN) analysis.FindingsThe results revealed that SMMA can foster the development of self-congruity and consumer empowerment. These two psychological responses represent the key drivers to reinforce the positive brand experience and ultimately lead to brand equity. The sequential mediating effect was confirmed. The ANN analysis offered further insights into the ranking of variable importance.Originality/valueThe present study presents a breakthrough by taking into account the roles of self-congruity, consumer empowerment, brand experience simultaneously and assesses their sequential mediating roles in the linkage between SMMA and brand equity.

The Effect of Consumer Brand Engagement on Online Brand Experience and Its Consequences on Banking Apps Service

Mobile Banking is the most widely used banking service application to meet the needs of online transactions. It is inseparable from the influence of the consumer brand engagement (CBE) concept, which is developing the engagement concept by combining marketing science and psychology with cognitive, affective, and behavioral dimensions. These are likely to generate a lot of positive online brand experiences, brand satisfaction, brand loyalty, and brand trust. This study aims to examine the effect of CBE on brand satisfaction, loyalty, and trust through online brand experience in the context of mobile banking apps. We involved 170 active customers having transacted using m-banking apps through a purposive sampling method and analyzed them using the structural equation model (SEM) approach. We found that CBE positively affects brand satisfaction, loyalty, and trust through online brand experience. This study suggests banks improve the implementation of the CBE concept because it creates a positive online brand experience to produce loyal customers who will benefit the banking business.

Brand Fidelity Millennial Generation on Halal Cosmetic Brand Through Brand Experience and Brand Trust: The Role of Brand Love as Mediation

Brand Fidelity Millennial Generation on Halal Cosmetic Brand Through Brand Experience and Brand Trust: The Role of Brand Love as Mediation

Transformative service research approaches for visitor experiences in major sporting events

PurposeThis research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.Design/methodology/approachThe paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.FindingsThe article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.Research limitations/implicationsInsights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.Practical implicationsThe adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.Originality/valueAn extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

Impact of Brand Experience and Brand Image on Outlet Satisfaction with Energizer Battery Brand

This research aims to examine the influence of brand experience and brand image on outlet satisfaction with the Betarai Energizer brand. The analytical method used is multiple regression analysis with SPSS 23 software in testing hypotheses that have previously been formulated in the problem statement. The research results show that brand experience and brand image have a positive effect on brand satisfaction. Brand experience has a greater influence than brand image on brand satisfaction. This shows that a positive brand experience can increase consumer brand satisfaction more than a positive brand image. Research implications Positive brand experiences and a strong brand image can help increase consumer brand satisfaction and can be important assets for companies in winning market competition. However, it is important to remember that brand experience and brand image must be managed consistently and continuously to maintain consumer brand satisfaction.

Enhancing Internal Branding Outcomes through Customer Experience Management: New Empirical Insights from the Automotive Industry

Companies increasingly strive to optimise the external customer experience by systematically building on customer experience management (CEM). Based on the internal carleasing service of Porsche AG, this article shows how leaders can correspondingly benefit from applying this expertise to their employees’ interactions when offering services or benefits that are similar to the company’s external offerings. By doing so, companies can authentically demonstrate brand values and actively engage employees in a positive brand experience, thus enhancing internal branding outcomes. The results of a qualitative study provide a set of directions and actions to guide managers towards the internal implementation of CEM in various sectors. Furthermore, the findings of a subsequent quantitative study reveal that this implementation can lead to positive impacts on employee satisfaction with the offered service, enhance loyalty towards employers as well as improve employee brand knowledge, belief in brand and brand endorsement.

In the name of the University: the choice to promote as a tool to influence decision-making

Choosing the University to attend is an important decision that is made once or twice in a lifetime and has relevant effects for a person’s entire life. In such a process, advice from others, especially current students, is a powerful influencing factor. Therefore, understanding the factors that lead students to become active advocates for their university is strategically important. Social identity theory states that when students choose a university, the image of the institution becomes part of their identity. In case of strong positive identification, the resulting sense of pride enhances their own self-identity and brings positive benefits beyond simply obtaining an education, which are then passed on to everyone. The current study focuses on brand experience and brand reputation and uses a moderated mediation analysis to investigate the mechanisms by which current students can be tools for university choice. Stimulating word-of-mouth (WOM) implies the institution to have and maintain a good reputation and engage students to develop a positive brand experience and pride. This research contributes to the development of a greater strategic awareness of universities’ appeal to better tailor their orientation activities to current or prospective students.