Abstract
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 perse, 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 on consumer-based brand equity. Based on a quantitative study, the results show that 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 shows that intellectual experience triggers brand equity consumers in consumer with positive brand behavior.
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Appendix 1: Survey items
Appendix 1: Survey items
Measured variables | Items | Cronbach’s α |
|---|---|---|
Sensory experiences | ▪ Nespresso makes a strong impression on my visual sense or other senses ▪ Nespresso is interesting in a sensory way ▪ Nespresso does not appeal to my senses*2 | 0.837 |
Affective experiences | ▪ Nespresso induces feelings and emotions ▪ I do not have strong feelings for Nespresso*2 ▪ Nespresso is an emotional brand | 0.799 |
Behavioral experiences | ▪ I engage in physical actions and behaviors when i consume Nespresso ▪ Nespresso results in bodily experiences ▪ Nespresso is not action oriented *2 | 0.901 |
Intellectual experiences | ▪ I engage in a lot of thinking when I encounter ▪Nespresso does not make me think *2 ▪ Nespresso stimulates my curiosity | 0.911 |
Brand loyalty | ▪ I consider myself to be loyal to Nespresso ▪ Nespresso is my first choice of coffee brand ▪ I will not buy other brands if Nespresso is available ▪ If anyone asks me which coffee brand to choose, I will recommend Nespresso | 0.768 |
Perceived quality | ▪ The likely quality of Nespresso is extremely high ▪ Nespresso’s functionality is very high ▪ Nespresso’s reliability is very high ▪ The overall quality of the service provided by Nespresso is excellent | 0.866 |
Brand awareness/Brand associations | ▪ I can recognize Nespresso among other competing brands ▪ I am familiar with Nespresso ▪ I can easily remember some Nespresso’s characteristics ▪ I can quickly recall the Nespresso’s symbol or logo ▪ I have difficulty in imagining Nespresso in my mind*2 ▪ Nespresso has a unique image in my mind when compared to other competing brands | 0.823 |
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Pina, R., Dias, Á. The influence of brand experiences on consumer-based brand equity. J Brand Manag 28, 99–115 (2021). https://doi.org/10.1057/s41262-020-00215-5
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DOI: https://doi.org/10.1057/s41262-020-00215-5