On the relationships among brand experience, hedonic emotions, and brand equity

2015 ◽  
Vol 49 (7/8) ◽  
pp. 994-1015 ◽  
Author(s):  
Cherng G. Ding ◽  
Timmy H. Tseng
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Dominant Role ◽  
Equation Modeling ◽  
Appraisal Theory ◽  
Brand Experience ◽  
Validity And Reliability ◽  
Content Type ◽  
Service Brands ◽  
The Relationship

Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on the relationship between brand experience and brand loyalty by adding hedonic emotions as a powerful affective mediator. Our research also contributes to practitioners by providing strategies for experiential marketing.

The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mi Ryoung Chung ◽  
Jon Welty Peachey
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Sport Marketing ◽  
Equation Modeling ◽  
Golf Club ◽  
Brand Experience ◽  
Content Type ◽  
Brand Differentiation ◽  
Golf Industry ◽  
The Relationship

PurposeUnderstanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and brand loyalty with sport products. Therefore, this study examined these relationships with golf club products in the golf industry.Design/methodology/approachData were collected from golf players in South Korea (n = 386) through online surveys. Structural equation modeling (SEM) was utilized to examine the relationship between the variables.FindingsThe results revealed that brand experience influences golfers' uncertainty toward other brands. In other words, doubts about the brand will decrease when consumers experience sensory, affective, behavioral, and intellectual interactions with a brand. Interestingly, brand experience does not influence golfers' satisfaction as indicated by previous studies. Also, findings showed that just having experience with a brand does not lead to golfers' loyalty.Originality/valueThis study helps to understand how consumers' direct experiences influence brand beliefs and attitudes. Moreover, this study is significant for sport marketing practitioners since it explores an alternative marketing approach to brand differentiation, which has the potential to attract and retain more customers.

Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy

2020 ◽  
Vol 14 (4) ◽  
pp. 505-524
Author(s):  
Dhananjay Bapat
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Branding Strategy ◽  
Content Type ◽  
Main Effect ◽  
Antecedents And Consequences ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience. Design/methodology/approach The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands. Findings Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty. Research limitations/implications The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy. Originality/value The present study is integrated and comprehensive, as it covers various facets of brand experience.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

The Moderating Effect of the Status of Using a Product on the Relationship Between Brand Experience and Word of Mouth Recommendations

2021 ◽  
Vol 9 (2) ◽  
pp. 41-59
Author(s):  
Ngatno Ngatno ◽  
Endang P Apriatni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Strong Relationship ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Brand Experience ◽  
User Group ◽  
The Status ◽  
The Relationship ◽  
Brand Satisfaction

The purpose of this study was to examine the moderating effect of the status of using the product on the relationship between brand experience, satisfaction, loyalty and brand recommendation. Structural equation modeling (SEM) with multi groups was used for data analysis. The results of this study indicate that there is a strong relationship between brand experience, satisfaction, loyalty and brand recommendation. The effect of brand experience and brand satisfaction on WOM recommendations was higher in the new user group than in the established user group. While the effect of brand loyalty on WOM recommendations was higher for established users than for new users. The effect of brand experience on brand satisfaction was greater for established users than for new users. While the effect of brand experience on brand loyalty was greater in the new-user group, it was not significant. Finally, the effect of brand satisfaction on brand loyalty was greater for established users than for new users.

Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

2021 ◽  
pp. 2150007
Author(s):  
Harpuneet Singh Kohli ◽  
Sujata Khandai ◽  
Renu Yadav ◽  
Sonia Kataria
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Love ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Fashion Apparel ◽  
The Relationship ◽  
Brand Hate

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

Co-creation and co-destruction of service quality through customer-to-customer interactions

2019 ◽  
Vol 31 (3) ◽  
pp. 1309-1329 ◽  
Author(s):  
Jiaqi (Gemma) Luo ◽  
IpKin Anthony Wong ◽  
Brian King ◽  
Matthew Tingchi Liu ◽  
GuoQiong Huang
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Service Encounters ◽  
Content Type ◽  
Convenience Sampling ◽  
Tourism And Hospitality ◽  
The Relationship ◽  
Practical Implications

Purpose This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative “customer-to-customer” (C2C) interactions, this paper aims to examine their influence on tourist perceptions of service quality and how they shape affective responses toward tourism and hospitality services and brand loyalty. Design/methodology/approach Following a comprehensive literature review, the authors used convenience sampling to gather a large sample of tourists at Shanghai Disneyland, a recently opened and already popular international tourism attraction. Structural equation modeling was used to test for direct and moderated relationships. Findings The findings indicated that positive and negative C2C interactions have significant though differential impacts on customer responses. Furthermore, it was found that visitor arousal mediated the relationship between service quality and brand loyalty. Prior experience was identified as a moderator in the co-creation and co-destruction process during service encounters. Practical implications This paper is one of the first to examine the concept of co-destruction in the tourism and hospitality context. It contributes to the literature by demonstrating the merits of proactive service provision by tourism operators, taking account of both the co-creation and co-destruction of value. Originality/value The study extends the literature by taking account of both positive and negative C2C interactions when examining co-creation and co-destruction in the context of service encounters. It also contributes to knowledge by assessing the asymmetry of such interactions in the context of the customer experience.

Linking resilience and organizational commitment: does happiness matter?

2019 ◽  
Vol 7 (1) ◽  
pp. 21-37 ◽  
Author(s):  
Happy Paul ◽  
Pawan Budhwar ◽  
Umesh Bamel
Keyword(s):  
Life Satisfaction ◽  
Organizational Commitment ◽  
Structural Equation ◽  
Well Being ◽  
Equation Modeling ◽  
Appraisal Theory ◽  
Continuance Commitment ◽  
Content Type ◽  
Affect Balance ◽  
The Relationship

Purpose The purpose of this paper is to propose and empirically test a model that examines subjective well-being (SWB) components (affect balance and life satisfaction, colloquially referred to as “happiness”), as the intervening variables between resilience and organizational commitment (OC), drawing on appraisal theory and job demands‒resources model. Design/methodology/approach Based on an employee sample (n=345) from Indian organizations, this study uses structural equation modeling to confirm the differential mediating mechanism for OC dimensions. Findings The results suggest that resilience can create a pathway for positive emotions and increase life satisfaction, which, in turn, can help an employee to stick to the organization. Notably, findings indicate that affect balance fully mediates the linkages between resilience and affective commitment, whereas life satisfaction fully mediates the relationship between resilience and continuance commitment. Practical implications Besides making useful contributions to the concerned literature, the findings also have useful messages for managers and organizations trying to develop a committed workforce by building employee resilience. Originality/value Although previous studies have supported the relationship between resilience and OC, to date, no study has analyzed the motivational and cognitive process through which resilience relates to each dimension of OC (i.e. affective, normative and continuance).

The role of customer brand engagement and brand experience in online banking

2016 ◽  
Vol 34 (7) ◽  
pp. 1025-1041 ◽  
Author(s):  
Imran Khan ◽  
Zillur Rahman ◽  
Mobin Fatma
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Online Banking ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Satisfaction

Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

The relationships of brand experience, sports event image and loyalty

2019 ◽  
Vol 20 (4) ◽  
pp. 567-582 ◽  
Author(s):  
V.G. Girish ◽  
Choong-Ki Lee
Keyword(s):  
Structural Equation ◽  
The Body ◽  
Equation Modeling ◽  
Brand Experience ◽  
Sporting Events ◽  
Content Type ◽  
Social Cause ◽  
The Impact ◽  
The Relationship ◽  
Event Image

Purpose The purpose of this paper is to investigate the relationships among brand experience, sports event image and loyalty in the Jeju International Ultramarathon Race. Design/methodology/approach Data were collected from 313 ultramarathon runners during the 16th Jeju International Ultramarathon Race. Statistical analyses were carried out using confirmatory factor analysis and structural equation modeling. Findings An analysis of the relationship between brand experience and sports event image revealed that affective experience is the most influential dimension, followed by sensory and behavioral experiences. However, intellectual experience showed insignificant relationship. Sports event image indicated a positive effect on word-of-mouth and revisit intention. Research limitations/implications Ultramarathon races are sporting events with few participants, even though it is becoming more popular. The attitude, motivation and personality of people participating in these races may be different in terms of the extreme characteristic and endurance level of sports activity. If the results of this study need to be generalized with other sports event images, a comparative study may help to understand the personality traits of people participating in ultramarathon races and other sports. Practical implications As ultramarathon races are not yet popular sports, to target more people, behavioral experience has an influential role because it is action oriented and actively engages the body. Enriching consumer life by facilitating and creating opportunities to physically experience as well as showing them alternate ways of doing things may attract them to substitute lifestyle and interactions (Pine and Gilmore, 1999). Few other popular endurance race events organize short-distance races and kid races for fun (e.g. Lavaredo Ultra trail race), to engage friends and family members before the start of the main event. Doing so may provide an opportunity to attract more runners, and they may engage in running activities and participate in these kinds of events later, after having this sort of casual experience. Social implications Social networking sites may be used to maintain continuous interaction with the runners and followers. Supporting a social cause is another measure to generate the intellectual experience of sports events. The result of this study shows no significant relationship between intellectual experience and the sports event image. To increase the worldwide popularity of this race and to attract more international runners, a judicious use of web platforms may be an option to maintain regular contact with a wider group of audience. Originality/value This study is the first to examine the relationship between brand experience and sports event image in an ultramarathon event context. Findings contribute to an understanding of the impact of brand experience on sports event image, thereby influencing the loyalty of runners participating in an ultramarathon event.

Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ahmed Rageh Ismail ◽  
Bang Nguyen ◽  
Junsong Chen ◽  
T.C. Melewar ◽  
Bahtiar Mohamad
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Self Concept ◽  
Strategy Development ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Generation Z ◽  
Value Consciousness ◽  
The Relationship

Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.

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