Investigating the Influence of Brand Experience and Customer Experiential Values on Building Brand Resonance

2019 ◽  
Author(s):  
Alka Sharma ◽  
Vibhuti Jasrotia ◽  
Shruti Khajuria
Keyword(s):  
Brand Experience ◽  
Brand Community ◽  
Mediating Role ◽  
Brand Differentiation ◽  
Community Advocacy ◽  
Experiential Value ◽  
Brand Resonance

Purpose – The changing dynamics of market and increasing competition have forced the companies to adopt new marketing tools for creating brand differentiation. One such tool that has gained momentum in past few years is brand experience. Brand experience is critical as there is a drift in the source of value for the customers; they are more experiential in nature. These are known as customer experiential values that are an outcome of positive brand experiences. Customers with positive brand experiences develop strong emotional associations with the brand. While trying to emotionally connect with the brand through experiences, customers exhibit certain behaviours. These are emotional associations, sense of brand community, advocacy engagement and loyalty. These strong emotional behaviors that consumers exhibit towards the brands is referred to as brand resonance. Therefore, the aim of this research is to examine the relationships between brand experiences (BE), customer experiential value (CEV) and brand resonance (BR) among the smartphone users. The study further explores the mediating role of customer experiential value on brand experience and brand resonance relationship.

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

Brand experience and customer citizenship behavior: the role of brand relationship quality

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
Author(s):  
Lishan Xie ◽  
Patrick Poon ◽  
Wenxuan Zhang
Keyword(s):  
Relationship Quality ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Customer Citizenship Behavior ◽  
The Relationship

Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

scholarly journals Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction

2021 ◽  
Vol 12 ◽  
Author(s):  
Yao Cao ◽  
Zhimin Zhou ◽  
Salman Majeed
Keyword(s):  
Positive Impact ◽  
Future Research ◽  
Brand Community ◽  
Brand Relationships ◽  
Mediating Role ◽  
Customer Interaction ◽  
Information Interaction ◽  
Online Brand Community ◽  
Future Research Directions

This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.

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