Academic journal article Contemporary Management Research

Relationships among Brand Experience, Brand Personality, and Customer Experiential Value

Academic journal article Contemporary Management Research

Relationships among Brand Experience, Brand Personality, and Customer Experiential Value

Article excerpt

ABSTRACT

The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers' perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in Taiwan is used to test the hypotheses. Data are analyzed using Amos 17 to understand the effect of the research model. The empirical results reveal that brand experience positively influenced customer value, brand personality positively affected customer experiential value, and brand experience positively affected brand personality.

Keywords: Brand Experience, Brand Personality, Customer Experiential Value

INTRODUCTION

Today's marketplace has undergone a substantial change; we have gone from selling and promoting products and services to selling and enticing customers via experiences (Joy & Sherry, 2003). This change can be attributed to the number of available products from which consumers can choose, which has increased tremendously, and consumers spending more time in making purchasing decisions (Ekstrom, 2010). Reimann et al. (2010) stated that when customers have begun to feel content that their basic needs are fulfilled, this contentment creates the necessity of fully understanding what affects customers throughout their purchasing process. Many companies throughout this world that is crowded with brands are competing for customers' attention; thus, it has become important to create a brand experience. A brand-related stimulus evokes "sensations, feelings, cognitions and behavioral responses" (Brakus et al., 2009).

We chose to study this topic for two reasons. The first is the gap in the research described in the literature on customer value. For example, Wu and Liang (2009) analyzed the effect of experiential value on customer satisfaction with service encounters in luxury hotel restaurants. Shieh and Cheng (2007) conducted several studies on the relationship between user experience and satisfaction. Keng et al. (2007) examined the relationships among service encounters, customer experiential value, and behavioral intention. Mathwick et al. (2001) investigated the effect of environmental design on experiential value (including consumer return on investment, service excellence, playfulness, and aesthetics). However, none of the existing research has evaluated the relationship among brand experience, brand personality, and customer value. Second, this issue is important to managers because it is precisely this level of effect that influences target consumers' purchase decisions and purchase intentions and helps to sustain the brand's perceived personality and brand experience between promotional cycles. This study validates a measure for assessing consumer value that is affected directly by brand experience and indirectly through brand personality.

Kotler and Armstrong's (2010) also defined marketing as a social and managerial process by which individuals and groups obtain what they need and want by creating and exchanging value with others. Therefore, customer value provides the foundation for all marketing activity and deserves the attention of every consumer researcher. This study's objective was to investigate the effects of brand experience, brand personality, and customer value when consumers purchase a product. The goal was to identify what customers feel and get from the brand experience and brand personality, as follows:

1. Understand the relationship between brand experience and customer experiential value.

2. Understand the relationship between brand personality and customer experiential value.

3. Understand the relationship between brand experience and brand personality.

LITERATURE REVIEW

Brand Personality

Brand personality has been defined as "a set of human characteristics associated to a brand" (Aaker, 1997). …

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