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The Importance of the Central Role of the Brand Experience
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Author(s): Sahar Mesfar (Faculty of Economic Sciences and Management, Sfax University, Tunisia)and Moez Ltifi (College of Science and Humanities, Shaqra University, Saudi Arabia & Higher Business School, Sfax University, Tunisia)
Copyright: 2023
Pages: 22
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch007
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Abstract
With economic advancement, technological development, and the emergence of new trends related to brands, consumer behavior has been transformed as a result of several factors that influence their decision making towards a product, service, or brand. For this, it is necessary to know the importance of the brand experience in determining consumer behavior and intentions. The authors mobilize two theories on which to base their model and to formulate their research hypotheses. The investigation is one of the first empirical investigations of the determinants and consequences and the central role of brand experience. The purpose of this chapter is to propose a new model in the marketing literature. This model proposes (1) to test the central role of brand experience; (2) to measure its effects on customer loyalty, brand love, and emotional value brand; and (3) to measure the effects of customer engagement, sensory marketing, and customer loyalty as antecedents of brand experience. These three contributions make the research original.
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