The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

dc.contributor.authorFerreira, Pedro
dc.contributor.authorFaria, Sílvia
dc.contributor.authorGabriel, Carla
dc.date.accessioned2022-04-20T15:04:02Z
dc.date.available2022-04-20T15:04:02Z
dc.date.issued2022-04-10
dc.description.abstractBased on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.pt_PT
dc.identifier.citationFerreira, P., Faria, S., & Gabriel, C. (2022). The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand. Management & Marketing: Challenges for the Knowledge Society, 17(1), 1-14. https://doi.org/10.2478/mmcks-2022-0001. Repositório Institucional UPT. http://hdl.handle.net/11328/4033pt_PT
dc.identifier.doihttps://doi.org/10.2478/mmcks-2022-0001pt_PT
dc.identifier.issn2069-8887 (Electronic)
dc.identifier.urihttp://hdl.handle.net/11328/4033
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSciendopt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBrand experiencept_PT
dc.subjectBrand lovept_PT
dc.subjectBrand equitypt_PT
dc.subjectRetailpt_PT
dc.subjectFahionpt_PT
dc.titleThe influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brandpt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.issue1pt_PT
degois.publication.lastPage14pt_PT
degois.publication.titleManagement & Marketing: Challenges for the Knowledge Societypt_PT
degois.publication.volume17pt_PT
dspace.entity.typePublicationen

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