Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy

Abstract

Purpose

The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience.

Design/methodology/approach

The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands.

Findings

Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty.

Research limitations/implications

The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy.

Originality/value

The present study is integrated and comprehensive, as it covers various facets of brand experience.

Citation

Bapat, D. (2020), "Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy", Journal of Asia Business Studies, Vol. 14 No. 4, pp. 505-524. https://doi.org/10.1108/JABS-01-2019-0020