scispace - formally typeset
Search or ask a question
Journal ArticleDOI

Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective

01 Nov 2014-Management and labour studies (SAGE Publications)-Vol. 39, Iss: 4, pp 396-410
TL;DR: In this paper, the relation between different components of user experience and brand equity has been investigated and the relationships between the different constructs of experience and Brand equity were found significant, and significant evidence for the hierarchical formation of both user experiences and brand.
Abstract: With every product we buy, there is an associated experience. The better the experiences, the better a user feels about his/her decision to buy and use the product; and the feelings do not stay with the product. They are indeed transferred as brand associations and imagery with the brand of the product, defined as brand equity in the marketing literature. Positive brand equity is critical for the success of a brand as it creates repeat transaction of the user with the manufacturer. It is in this context that this study attempts to understand the relation between different components of user experience and brand equity. Intrinsic and extrinsic values have been taken as components of user experience while association, perceived quality, perceived value, trust and loyalty are elements of brand equity. All the relationships between the different constructs of experience and brand equity were found significant. We also found significant evidence for the hierarchical formation of both user experience and brand ...
Citations
More filters
01 Jan 2017
TL;DR: In this paper, a qualitative study was conducted using focus groups with the data being content analysed to explore the brand equity development process from the consumer's perspective, and a quantitative examination was administered using an online questionnaire and inferential data analyses including structural equation modeling to identify significant brand equity dimensions and antecedents, and their interrelationships.
Abstract: Luxury and upscale hotels, in common with businesses in other service industries and more broadly, seek to develop a strong brand that will contribute to a long-term competitive advantage. However, research on consumer-based brand equity in luxury and upscale hotels is limited. Therefore, the current research, based on fundamental theories of brand equity development established in the packaged goods and the service industries including hotels, has developed a consumer-based brand equity model for the luxury and upscale hotel sector. A mixed methods research design was employed. A qualitative study was first conducted using focus groups with the data being content analysed to explore the brand equity development process from the consumer’s perspective. Afterwards, a quantitative examination was administered using an online questionnaire and inferential data analyses including structural equation modelling to identify significant brand equity dimensions and antecedents, and their interrelationships. Research findings highlighted that consumer-based brand equity in the luxury and upscale hotel sector can be assessed by two dimensions: a commonly identified dimension of brand choice and a new dimension of online brand advocacy. The findings indicate that in today’s digital hotel market where consumers frequently communicate about a brand online, consumer advocacy online becomes a strong predictor of consumer-based brand equity. The current research supported the commonly identified brand equity antecedent of brand image and revealed five additional brand equity antecedents in the luxury and upscale hotel sector, including customer relationship management, social image congruence, brand affect, brand trust and consumer-generated content. In particular, customer relationship management as reflected by a brand’s effort in building relationships with individual consumers was found to be the most influential to brand equity development. The study also found that brand equity development in the luxury and upscale hotel sector is driven by unique brand characteristics, including the brand’s symbolic benefit (social image congruence) and experiential benefits (brand affect). It is understandable that in the luxury and upscale hotel sector, consumers’ desires of experiential and symbolic benefits are strong and are likely to increase, with the constructions of super luxury hotel properties worldwide. Therefore, brands need to address these consumer desires in order to cultivate consumer-based brand equity. The identification of brand trust indicates that in the hotel service industry, a consumer’s confidence in the business reliability is influential. Moreover, this study identified the role of consumer-generated content for brand equity development, which not only highlights the influence of digital word-of-mouth on brand equity development in the current research context but also provides a foundation for future research across other markets. Overall, the current research uncovered unique brand equity dimensions and…

18 citations


Cites background from "Effect of Experiential Value on Con..."

  • ...For instance, research has found that brand loyalty is a higher order factor attributed to the other three basic brand values (brand awareness, perceived quality and brand image) (e.g. Buil et al., 2013; Mishra, 2014)....

    [...]

Dissertation
01 Jan 2018
Abstract: The experience economy is right here; characterised by high levels of competition and assertive customers who make purchase decisions guided by their rational and emotional influences. Moreover, customers are value driven and get attracted by outlets that project positive images. There has however been no known empirical research that has modelled this complex relationship. The purpose of this study was therefore to determine the relationship between experiential marketing and purchase intention, moderated and mediated by store image and perceived value. The study was grounded on the Theory of Planned Behavior, Pine & Gilmore model of experience economy, and the Stimulus Organism Response model. Quantitative and explanatory research designs guided the study. Data for the study was collected from a sample of 420 customers from the Nairobi city based branches of three tier one retail Chains in Kenya namely Nakumatt, Tuskys and Naivas. Store intercept method was used to purposefully identify the study respondents and a questionnaire used to collect data. Data was tested to ensure that it conforms to the regression assumptions and later analyzed using descriptive and inferential statistics. Confirmatory factor analysis and structural equation modeling (SEM) was used for data analysis, using the software‘s; SPSS, SPPSS with process macro model 7. Relationships were tested based on the dimensions and not the first order constructs. Multiple hierarchical regression analysis was used in determining the regression model with the overall efficiency of the model determined by use of coefficient of determination (R 2 ). The results of the study showed that all the direct and indirect (mediated) relationships were statistically significant. Moreover, bootstrapping results indicate that only three out of six conditional indirect effects were statistically significant; those involving social-sensory experience and social value (β=0.0245: Btll 0.0045, Btul 0.0516), emotional experience and utilitarian value (β=0.0506; Btll 0.0045, Btul 0.1075), and, emotional experience and social value (β=0.0628: Btll 0.0282, Btul 0.1099). These results confirm perceived value dimensions (social, utilitarian and hedonic) as mediators in relationships directed at purchase intention while store image also emerged as a moderator in these relationships. The study has contributed to theory by successfully developing and testing an integrated model on consumer decision making. In addition, a new variable social-sensory experience has emerged from this study. The study recommends that supermarket package their strategies to incorporate the shoppers‘ emotional and social-sensory experiences as well as value propositions that emphasises rational, social and hedonic aspects. Moreover, store personnel should be well trained on service and product knowledge. Future studies may test the model in an online or a non-service sector.

4 citations


Cites background from "Effect of Experiential Value on Con..."

  • ...…studies have linked experiential marketing and purchase intention (Srivastava, (2008: Srinivasan & Srivastava, 2010: Yang & He 2011) and also experiential marketing with perceived value (Gentile, Spiller, & Noci, 2007 : Yuan & Wu, 2008: Andrews, Drennan, & Russell-Bennett, 2012 : Mishra, 2014) )....

    [...]

01 Aug 2017
TL;DR: In this article, the effect of emotional experience on purchase intention in a moderated mediation involving store image and utilitarian value was evaluated, finding that emotional experience significantly relates to both utilitarian value and purchase intention.
Abstract: The purpose of this study was to evaluate the effect of emotional experience on purchase intention in a moderated mediation involving store image and utilitarian value. This study proposed a conceptual model to show how the interactions of emotional experience, utilitarian value and store image influences shoppers purchase intention. The study finds that emotional experience significantly relates to both utilitarian value and purchase intention. Moreover, utilitarian value was confirmed to be a significant mediator in this relationship. In addition, store image emerged as a significant moderator in both the emotional experience-utilitarian value relationships and also in the entire model. The results confirm the complex and contextual nature of consumer decision making processes. The theoretical and practical implications of this study are discussed together with gaps for possible future research directions.

2 citations


Cites background from "Effect of Experiential Value on Con..."

  • ...A number of studies have linked experiential marketing or its dimensions with purchase intention (Srivastava, 2008: Srinivasan & Srivastava, 2010: Yang & He 2011) and also experiential marketing with perceived value or its dimensions (Gentile et al., 2007 : Yuan & Wu, 2008: Mishra, 2014) )....

    [...]

Journal ArticleDOI
TL;DR: In this paper , the influence of perceived quality and Brand Awareness on Brand Loyalty in the biscuit industry in Sri Lanka has been investigated and a conceptual framework has been developed in order to examine the influence.
Abstract: Building and managing consumer brand relationships to foster Brand Loyalty is a challenge for marketers. Investigation on the behavior of consumer brand relationships in the Biscuit Industry is a necessity, as it is a major industry in Sri Lanka. Furthermore, identifying the influencing ability of Perceived Quality on Brand Loyalty is an emergent need in the biscuit industry in Sri Lanka, since there is a growing trend of investments on quality improvements without investigating the effectiveness in terms of Brand Loyalty. By referring to relevant literature and accepted theories, the conceptual framework of this research is developed in order to examine the influence of Perceived Quality and Brand Awareness on Brand Loyalty. The research also examined the mediating effect of Brand Trust on the relationship of Perceived Quality and Brand Loyalty as well as the relationship of Brand Awareness and Brand Loyalty. This research follows deductive approach and cross-sectional time horizon. The study is carried out under quantitative strategy through survey method by using structured questionnaire. Subsequent to the assurance of validity and reliability measures of the scale through pilot study, 389 respondents contributed for the final data collection. The data were analyzed using multiple regression method. The results indicate that, there is no significant positive influence of Perceived Quality on Brand Loyalty, while there is a significant positive influence of Brand Awareness on Brand Loyalty. Similarly, there is a significant positive influence of Brand Trust on Brand Loyalty. In addition, the results emphasize that there is a full mediation effect of Brand Trust on the impact of Perceived Quality on Brand Loyalty, while it engages on the impact of Brand Awareness on Brand Loyalty as a partial mediation. This research contributes to the literature on consumer-brand relationships with empirical evidence from Sri Lanka. Further, this study provides direction for marketers in the Biscuit Industry to enhance Brand Loyalty to become competitive in the market.
References
More filters
Journal ArticleDOI
TL;DR: In this article, the adequacy of the conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice were examined, and the results suggest that, for the ML method, a cutoff value close to.95 for TLI, BL89, CFI, RNI, and G...
Abstract: This article examines the adequacy of the “rules of thumb” conventional cutoff criteria and several new alternatives for various fit indexes used to evaluate model fit in practice. Using a 2‐index presentation strategy, which includes using the maximum likelihood (ML)‐based standardized root mean squared residual (SRMR) and supplementing it with either Tucker‐Lewis Index (TLI), Bollen's (1989) Fit Index (BL89), Relative Noncentrality Index (RNI), Comparative Fit Index (CFI), Gamma Hat, McDonald's Centrality Index (Mc), or root mean squared error of approximation (RMSEA), various combinations of cutoff values from selected ranges of cutoff criteria for the ML‐based SRMR and a given supplemental fit index were used to calculate rejection rates for various types of true‐population and misspecified models; that is, models with misspecified factor covariance(s) and models with misspecified factor loading(s). The results suggest that, for the ML method, a cutoff value close to .95 for TLI, BL89, CFI, RNI, and G...

76,383 citations

01 Jan 1989
TL;DR: Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage.

40,975 citations


"Effect of Experiential Value on Con..." refers background in this paper

  • ...The famous technology acceptance model (TAM) (Davis, 1989) 1 Indian Institute of Management, Indore, M.P., India....

    [...]

  • ...As a measure, intrinsic value entails functional value which rotates around efficiency and effectiveness of using a device and subsumes the perceived ease of use and perceived usefulness, from TAM, as a measure of functional value (Boztepe, 2003; Sheng & Teo, 2012;)....

    [...]

Journal ArticleDOI
TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.
Abstract: Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.

40,720 citations

Journal ArticleDOI
TL;DR: Relationship marketing, established, developing, and maintaining successful relational exchanges, constitutes a major shift in marketing theory and practice as mentioned in this paper, after conceptualizing relationship relationships as a set of relationships.
Abstract: Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marke...

19,920 citations


"Effect of Experiential Value on Con..." refers background in this paper

  • ...Furthermore, based on the commitment–trust theory of relationship marketing (Morgan & Hunt, 1994), brand trust had been recognized as a prominent variable leading to long-term relationships with customers, which is defined by brand loyalty (Chiou & Droge, 2006; Matzler Grabner-Kräuter & Bidmon,…...

    [...]

Journal ArticleDOI
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

12,021 citations


"Effect of Experiential Value on Con..." refers background in this paper

  • ...From this vantage point, brand trust is related to the ease of use of the product so that the consumer does not feel betrayed and trust can thus be developed by delivering usable product offering at a great functional value (Keller, 1993)....

    [...]