International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Analyzing the Antecedents and Consequences of Brand Experience:An Exploratory Study in the Case of Consumer Durables in the Indian Context


Affiliations
1 National Institute of Industrial Engineering (NITIE), Mumbai, Maharashtra, India
     

   Subscribe/Renew Journal


In this competitive world people really desire not products, but memorable and unique experiences which are of great importance than the products. Providing unique and memorable experience is of utmost important both from consumer and marketers perspective. This research aims to analyze the antecedents and long-term consequences of brand experience of selected consumer durables. To identify the antecedents of brand experience exhaustive literature review and qualitative study in the form expert opinion was carried out. After that questionnaire was prepared which was pre-tested, the items for the questionnaire were adopted, modified and developed by referring to various research studies. This research work provides a reliable, pre-tested questionnaire for the integrated model showing the facilitators and consequences of brand experience for selected consumer durables. Also, this research work provides a roadmap for practising managers to precisely allocate budget and available resources to the facilitators/ antecedents to achieve favourable brand experience.

Keywords

Brand Experience, Facilitators, Consequences, Reliability Analysis, Exploratory Factor Analysis.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Abbott, L. (1955). Quality and competition: An essay in economic theory. New York, NY: Columbia University Press.

  • Agnihothri, S., Sivasubramanian, N., & Simmons, D. (2002). Leveraging technology to improve field service. International Journal of Service Industry Management, 13(1), 47–68.

  • Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96–108.

  • Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.

  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656.

  • Bandura, A. (1986). Fearful expectations and avoidant actions as coeffects of perceived self-inefficacy.

  • Berry, L. L., & Carbone, L. P. (2007). Build loyalty through experience management. Quality Progress, 40(9), 26.

  • Berry, L. L., Wall, E. A., & Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. The Academy of Management Perspectives, 20(2), 43–57.

  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. Sloan Management Review, 43(3), 85–89.

  • Bill Xu, J., & Chan, A. (2010). A conceptual framework of hotel experience and customer-based brand equity: Some research questions and implications. International Journal of Contemporary Hospitality Management, 22(2), 174–193.

  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

  • Brand, A. G. (1989). The psychology of writing: The affective experience (No. 13). Greenwood Press.

  • Brodie, R. J. (2009). From goods to service branding: An integrative perspective. Marketing Theory, 9(1), 107–111.

  • Brooke, J. (1986). System usability scale (SUS): A quickanddirty method of system evaluation user information. Reading, UK: Digital Equipment Co. Ltd, 43.

  • Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfaction–the moderating role of value. European Journal of Marketing, 34(11/12), 1338–1353.

  • Castañeda, J. A., Muñoz-Leiva, F., & Luque, T. (2007). Web Acceptance Model (WAM): Moderating effects of user experience. Information & Management, 44(4), 384–396.

  • Chang, P. L., & Chieng, M. H. (2006). Building consumer– brand relationship: A cross-cultural experiential view. Psychology & Marketing, 23(11), 927–959.

  • Chattopadhyay, A., & Laborie, J. L. (2005). Managing brand experience: The market contact audit™. Journal of Advertising Research, 45(1), 9–16.

  • Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477–491.

  • Chikhalkar, R. D., & Chikhalkar, D. G. (2015). Analysis of consumer perceptions of “communications” by online retailers in India. The Business & Management Review, 6(4), 7.

  • Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.

  • Clatworthy, S. (2012). Bridging the gap between brand strategy and customer experience’, Managing Service Quality: An International Journal, 22(2), 108–127.

  • Coomber, L., & Poore, J. (2012). From good to branded: Using immersive design to deliver a positive brand experience for British Gas. Journal of Brand Strategy, 1(4), 318–326.

  • Dall’Olmo Riley, F., & De Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137–150.

  • Dasgupta, A., & Chandra, B. (2016). Indian consumers of handicrafts shaped by globalization: A profiling based on materialism, consumer ethnocentrism, and world-mindedness. Indian Journal of Science and Technology, 9(1).

  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.

  • De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. The Service Industries Journal, 26(8), 819–836.

  • De Oliveira Santini, F., Ladeira, W. J., Sampaio, C. H., & Pinto, D. C. (2018). The brand experience extended model: A meta-analysis. Journal of Brand Management, 1–17.

  • Duncan, T., & Moriarty, S. (2006). How integrated marketing communication’s “touchpoints” can operationalize the service-dominant logic. The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, 236–249.

  • Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 421–433.

  • Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872–891.

  • Field, A. (2013). Discovering statistics using IBM SPSS statistics. Thousand Oaks, CA: Sage Publications.

  • Frow, P., & Payne, A. (2007). Towards the perfect’customer experience. Journal of Brand Management, 15(2), 89–101.

  • Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. The Journal of Marketing, 1–19.

  • Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395–410.

  • Goffin, K., & New, C. (2001). Customer support and new product development: An exploratory study. International Journal of Operations & Production Management, 21(3), 275–301.

  • Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of color as an executional cue in advertising: They’re in the shade. Management Science, 43(10), 1387–1400.

  • Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of Retailing, 85(1), 1–14.

  • Guilford, J. P. (1956). The structure of intellect. Psychological Bulletin, 53(4), 267–293.

  • Guilford, J. P. (1959). Three faces of intellect. American Psychologist, 14(8), 469–479.

  • Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452.

  • Haeckel, S. H., Carbone, L. P., & Berry, L. L. (2003). How to lead the customer experience. Marketing Management, 12(1), 18–18.

  • Hair, J. F., Black, W. C., & Babin, B. J. (2010). RE Anderson multivariate data analysis: A global perspective. NJ: Pearson Prentice Hall.

  • Hardesty, D. M., & Bearden, W. O. (2004). The use of expert judges in scale development: Implications for improving face validity of measures of unobservable constructs. Journal of Business Research, 57(2), 98–107.

  • Hashim, N. H., Normalini, & Sajali, N. (2018). The influence factors towards mobile advertising message content on consumer purchase intention. Global Business Review. doi:0972150918788746.

  • Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management, 26(3), 282–293.

  • Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. Kentucky: Psychology Press.

  • Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.

  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273.

  • Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.

  • Japutra, A., & Molinillo, S. (2017). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research.

  • Jung, L. H., & Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87.

  • Kaiser, H. F. (1960). The application of electronic computers to factor analysis. Educational and Psychological Measurement, 20(1), 141–151.

  • Kang, J., Manthiou, A., Sumarjan, N., & Tang, L. (2017). An investigation of brand experience on brand attachment, knowledge, and trust in the lodging industry. Journal of Hospitality Marketing & Management, 26(1), 1–22.

  • Karatepe, O. M., Yavas, U., & Babakus, E. (2005). Measuring service quality of banks: Scale development and validation. Journal of Retailing and Consumer Services, 12(5), 373–383.

  • Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: The moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527–537.

  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1–22.

  • Keller, K. L. (2017). Managing the growth tradeoff: Challenges and opportunities in luxury branding. In Advances in Luxury Brand Management (pp. 179– 198). Cham: Palgrave Macmillan.

  • Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139–155.

  • Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal of Brand Management, 24(5), 439–452.

  • Khan, I., & Rahman, Z. (2015a). A review and future directions of brand experience research. International Strategic Management Review, 3(1–2), 1–14.

  • Khan, I., & Rahman, Z. (2015b). Brand experience formation mechanism and its possible outcomes: A theoretical framework. The Marketing Review, 15(2), 239–259.

  • Kharat, M. G., & Kharat, M. G. (2017b). Revisiting brand experience: A research review, conceptual framework and an agenda for future research. The Marketing Review, 17(4), 469–493.

  • Kharat, M. G., Chikhalkar, R. D., Jha, M. K., & Kharat, M. G. (2018). Brand experience: development of the conceptual framework and critical research propositions. International Journal of Management Concepts and Philosophy, 11(3), 340–363.

  • Kharat, M. G., Kamble, S. J., Raut, R. D., Kamble, S. S., & Dhume, S. M. (2016). Modeling landfill site selection using an integrated fuzzy MCDM approach. Modeling Earth Systems and Environment, 2(2), 53.

  • Kharat, M. G., Murthy, S., Kamble, S. J., & Kharat, M. G. (2017a). Analysing the determinants of household pro-environmental behaviour: An exploratory study. Environmental Management and Sustainable Development, 6(1), 184–205.

  • Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management.

  • Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56(1), 361–3770.

  • Kline, R. B. (2015). Principles and practice of structural equation modeling. New York, NY: Guilford Publications.

  • Kuhn, K. A. L., Alpert, F., & Pope, N. K. L. (2008). An application of Keller’s brand equity model in a B2B context. Qualitative Market Research: An International Journal, 11(1), 40–58.

  • Kumar, V., & Kaushik, A. K. (2017). Destination brand experience and visitor behavior: The mediating role of destination brand identification. Journal of Travel & Tourism Marketing, 1–15.

  • Kumar, V., Dalla Pozza, I., & Ganesh, J. (2013). Revisiting the satisfaction–loyalty relationship: Empirical generalizations and directions for future research. Journal of Retailing, 89(3), 246–262.

  • Lee, D., Kim, H. S., & Kim, J. K. (2011). The impact of online brand community type on consumer’s community engagement behaviors: Consumer-created vs. marketer-created online brand community in online socialnetworking web sites. Cyberpsychology, Behavior, and Social Networking, 14(1–2), 59–63.

  • Lee, D., Moon, J., Kim, Y. J., & Mun, Y. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management, 52(3), 295–304.

  • Lee, S. A., & Jeong, M. (2014). Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40(1), 49–58.

  • Lele, M. M., & Karmarkar, U. S. (1983). Good product support is smart marketing. Harvard Business Review, 61(6), 124–132.

  • Lindstrom, M. (2005). Broad sensory branding. Journal of Product & Brand Management, 14(2), 84–87.

  • Lindstrom, M. (2006). Brand sense: How to build powerful brands through touch, taste, smell, sight and sound. Strategic Direction, 22(2).

  • Lin, J. S. C., & Hsieh, P. L. (2011). Assessing the selfservice technology encounters: Development and validation of SSTQUAL scale. Journal of Retailing, 87(2), 194–206.

  • Loomba, A. P. (1998). Product distribution and service support strategy linkages: An empirical validation. International Journal of Physical Distribution & Logistics Management, 28(2), 143–161.

  • Mandel, N., & Johnson, E. J. (2002). When web pages influence choice: Effects of visual primes on experts and novices. Journal of Consumer Research, 29(2), 235–245.

  • Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: Role of involvement. Asia Pacific Journal of Marketing and Logistics, (just-accepted), 00–00.

  • Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39–56.

  • McDonagh, D., Bruseberg, A., & Haslam, C. (2002). Visual product evaluation: Exploring users’ emotional relationships with products. Applied Ergonomics, 33(3), 231–240.

  • Meyer, C., & Schwager, A. (2007). Customer experience. Harvard Business Review, 85(2), 116–126.

  • Mishra, A., Dash, S. B., & Cyr, D. (2014). Linking user experience and consumer-based brand equity: The moderating role of consumer expertise and lifestyle. Journal of Product & Brand Management, 23(4/5), 333–348.

  • Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68–83.

  • Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21–27.

  • Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410–421.

  • Nielsen, J. (1993). Usability Engineering, New York, NY: AP Professional.

  • Nunnally, J. C., & Bernstein, I. (1994). Psychometric theory. New York, NY: McGraw-Hill.

  • Nunnally, J. C., Bernstein, I. H., & Berge, J. M. T. (1978). Psychometric theory (Vol. 226, 2nd eds.). New York, NY: McGraw-Hill.

  • Nysveen, H., & Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807–832.

  • Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404–423.

  • Oliver, R. L. (1999). Whence consumer loyalty? The Journal of Marketing, 33–44.

  • Osborne, J. W., & Costello, A. B. (2009). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Pan-Pacific Management Review, 12(2), 131–146.

  • Otto, J. E., & Ritchie, J. B. (1996). The service experience in tourism. Tourism Management, 17(3), 165–174.

  • Pallant, J. (2013). SPSS survival manual. London, UK: McGraw-Hill Education.

  • Palmgreen, P., & Rayburn, J. D. (1985). A comparison of gratification models of media satisfaction.

  • Communications Monographs, 52(4), 334–346.

  • Petruzzellis, L. (2010). Mobile phone choice: Technology versus marketing. The brand effect in the Italian market. European Journal of Marketing, 44(5), 610–634.

  • Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97–105.

  • Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. USA: Harvard Business Press.

  • Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.

  • Prasad, R. K., & Jha, M. K. (2014). Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335.

  • Puto, C. P., & Wells, W. D. (1984). Informational and transformational advertising: The differential effects of time. ACR North American Advances.

  • Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7–8), 664–683.

  • Rigopoulou, I. D., Chaniotakis, I. E., Lymperopoulos, C., & Siomkos, G. I. (2008). After-sales service quality as an antecedent of customer satisfaction: The case of electronic appliances. Managing Service Quality: An International Journal, 18(5), 512–527.

  • Roswinanto, W., & Strutton, D. (2014). Investigating the advertising antecedents to and consequences of brand experience. Journal of Promotion Management, 20(5), 607–627.

  • Roy, G., Datta, B., & Basu, R. (2017). Effect of eWOM valence on online retail sales. Global Business Review, 18(1), 198–209.

  • Saccani, N., Songini, L., & Gaiardelli, P. (2006). The role and performance measurement of after-sales in the durable consumer goods industries: An empirical study. International Journal of Productivity and Performance Management, 55(3/4), 259–283.

  • Şahin, A., Kitapçi, H., Altindağ, E., & Gök, M. S. (2017). Investigating the impacts of brand experience and service quality. International Journal of Market Research, 59(6), 707–724.

  • Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288–1301.

  • Saunders, M. N., Lewis, P., & Thornhill, A. (2012). Research methods for business students (6/e). London, UK: Prentice Hall.

  • Schmitt, B. (1999a). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.

  • Schmitt, B. (2009). The concept of brand experience, pp. 417–419.

  • Schmitt, B. H. (1999b). Experiential marketing: How to get customer to sense, feel, think, act, and relate to your company and brands. New York, NY: The Free Press.

  • Schmitt, B. H., & Rogers, D. L. (2008). Handbook on brand and experience management. Edward Elgar.

  • Sheng, M. L., & Teo, T. S. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139–146.

  • Shultz, C. J., & Holbrook, M. B. (1999). Marketing and the tragedy of the commons: A synthesis, commentary, and analysis for action. Journal of Public Policy & Marketing, 218–229.

  • Simmons, D. E. (2001). Field service management: a classification scheme and study of server flexibility (Doctoral dissertation, State University of New York at Binghamton, School of Management).

  • Simonson, A., & Schmitt, B. H. (1997). Marketing aesthetics: The strategic management of brands, identity, and image. Simon and Schuster.

  • Srinivasan, S. S., & Till, B. D. (2002). Evaluation of search, experience and credence attributes: role of brand name and product trial. Journal of Product & Brand Management, 11(7), 417–431.

  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.

  • Tabachnick, B. G., Fidell, L. S., & Osterlind, S. J. (2001). Using multivariate statistics. New York, NY: Pearson.

  • Taminiau, Y., & Ferguson, J. E. (2015). From purists to players? How service industry professionals de velop social skills for informal client relationships. International Journal of Management Concepts and Philosophy, 9(1), 40–62.

  • Underwood, R. L. (2003). The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice, 11(1), 62–76.

  • Van Birgelen, M., de Ruyter, K., de Jong, A., & Wetzels, M. (2002). Customer evaluations of after-sales service contact modes: An empirical analysis of national culture’s consequences. International Journal of Research in Marketing, 19(1), 43–64.

  • Van der Westhuizen, L. M. (2018). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management, 27(2), 172–184.

  • Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1–10.

  • Venkatesh, V., & Brown, S. A. (2001). A longitudinal investigation of personal computers in homes: adoption determinants and emerging challenges. MIS Quarterly, 25(1), 71–102.

  • Verma, P., & Sinha, N. (2017). Role of attitude as mediator of the perceived ease of use and behavioural intention relationship. International Journal of Management Concepts and Philosophy, 10(3), 227–245.

  • Veryzer Jr, R. W., & Hutchinson, J. W. (1998). The influence of unity and Prototypicality on aesthetic responses to new product designs. Journal of Consumer Research, 24(4), 374–394.

  • Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1(1), 1–15.

  • Warlop, L., Ratneshwar, S., & Van Osselaer, S. M. (2005). Distinctive brand cues and memory for product consumption experiences. International Journal of Research in Marketing, 22(1), 27–44.

  • Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118.

  • Won Jeong, S., Fiore, A. M., Niehm, L. S., & Lorenz, F. O. (2009). The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site. Internet Research, 19(1), 105–124.

  • Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior: The role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268–280.

  • Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: The moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93–127.

  • Yang, J., Zheng, R., Zhao, L., & Gupta, S. (2017). Enhancing customer brand experience and loyalty through enterprise microblogs: Empirical evidence from a communication framework perspective. Information Technology & People, 30(3), 580–601.

  • Yang, W., & Mattila, A. S. (2017). The impact of status seeking on consumers’ word of mouth and product preference: A comparison between luxury hospitality services and luxury goods. Journal of Hospitality & Tourism Research, 41(1), 3–22.

  • Yong, A. G., & Pearce, S. (2013). A beginner’s guide to factor analysis: Focusing on exploratory factor analysis. Tutorials in Quantitative Methods for Psychology, 9(2), 79–94.

  • Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an Internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–45.

  • Yoon, D., & Youn, S. (2016). Brand experience on the website: its mediating role between perceived interactivity and relationship quality. Journal of Interactive Advertising, 16(1), 1–15.


Abstract Views: 250

PDF Views: 0




  • Analyzing the Antecedents and Consequences of Brand Experience:An Exploratory Study in the Case of Consumer Durables in the Indian Context

Abstract Views: 250  |  PDF Views: 0

Authors

Mukesh Govind Kharat
National Institute of Industrial Engineering (NITIE), Mumbai, Maharashtra, India
Rekha D. Chikhalkar
National Institute of Industrial Engineering (NITIE), Mumbai, Maharashtra, India
Manoj Kumar Jha
National Institute of Industrial Engineering (NITIE), Mumbai, Maharashtra, India
Manoj Govind Kharat
National Institute of Industrial Engineering (NITIE), Mumbai, Maharashtra, India

Abstract


In this competitive world people really desire not products, but memorable and unique experiences which are of great importance than the products. Providing unique and memorable experience is of utmost important both from consumer and marketers perspective. This research aims to analyze the antecedents and long-term consequences of brand experience of selected consumer durables. To identify the antecedents of brand experience exhaustive literature review and qualitative study in the form expert opinion was carried out. After that questionnaire was prepared which was pre-tested, the items for the questionnaire were adopted, modified and developed by referring to various research studies. This research work provides a reliable, pre-tested questionnaire for the integrated model showing the facilitators and consequences of brand experience for selected consumer durables. Also, this research work provides a roadmap for practising managers to precisely allocate budget and available resources to the facilitators/ antecedents to achieve favourable brand experience.

Keywords


Brand Experience, Facilitators, Consequences, Reliability Analysis, Exploratory Factor Analysis.

References