The influence of brand experiences on consumer-based brand equity

Detalhes bibliográficos
Autor(a) principal: Pina, R.
Data de Publicação: 2021
Outros Autores: Dias, Á.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/21244
Resumo: In markets where products and services have become similar, with no major functional differences, and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services per se, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers, and how do these experiences have influence consumer-based brand equity. Based on a quantitative study, the results show brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also show that intellectual experience triggers brand equity consumers in consumer with positive brand behaviour.
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spelling The influence of brand experiences on consumer-based brand equityExperiential marketingBrandingBrand equityConsumer experienceIn markets where products and services have become similar, with no major functional differences, and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services per se, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers, and how do these experiences have influence consumer-based brand equity. Based on a quantitative study, the results show brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also show that intellectual experience triggers brand equity consumers in consumer with positive brand behaviour.Palgrave McMillan2021-11-21T00:00:00Z2021-01-01T00:00:00Z20212021-05-04T10:18:42Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/21244eng1350-231X10.1057/s41262-020-00215-5Pina, R.Dias, Á.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:51:08Zoai:repositorio.iscte-iul.pt:10071/21244Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:25:19.108937Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of brand experiences on consumer-based brand equity
title The influence of brand experiences on consumer-based brand equity
spellingShingle The influence of brand experiences on consumer-based brand equity
Pina, R.
Experiential marketing
Branding
Brand equity
Consumer experience
title_short The influence of brand experiences on consumer-based brand equity
title_full The influence of brand experiences on consumer-based brand equity
title_fullStr The influence of brand experiences on consumer-based brand equity
title_full_unstemmed The influence of brand experiences on consumer-based brand equity
title_sort The influence of brand experiences on consumer-based brand equity
author Pina, R.
author_facet Pina, R.
Dias, Á.
author_role author
author2 Dias, Á.
author2_role author
dc.contributor.author.fl_str_mv Pina, R.
Dias, Á.
dc.subject.por.fl_str_mv Experiential marketing
Branding
Brand equity
Consumer experience
topic Experiential marketing
Branding
Brand equity
Consumer experience
description In markets where products and services have become similar, with no major functional differences, and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services per se, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers, and how do these experiences have influence consumer-based brand equity. Based on a quantitative study, the results show brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also show that intellectual experience triggers brand equity consumers in consumer with positive brand behaviour.
publishDate 2021
dc.date.none.fl_str_mv 2021-11-21T00:00:00Z
2021-01-01T00:00:00Z
2021
2021-05-04T10:18:42Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/21244
url http://hdl.handle.net/10071/21244
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1350-231X
10.1057/s41262-020-00215-5
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.publisher.none.fl_str_mv Palgrave McMillan
publisher.none.fl_str_mv Palgrave McMillan
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