Development of Brand Equity Models Through Brand Experience, Experiential Marketing, and Customer Experience – A Conceptual Analysis

Cahya Fitriana () and Ambar Lukitaningsih ()
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Cahya Fitriana: Universitas Sarjanawiyata Tamansiswa
Ambar Lukitaningsih: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), 2026, pp 307-319 from Springer

Abstract: Abstract This study investigates the evolution of brand equity models in relationship with the notions of brand experience, experient-based marketing and customer experience through a conceptual analysis methodology. In the competitive marketplace of today, brand equity has become an important factor in determining success and constitutes more than product quality with a focus on emotional, sensory and cognitive responses that consumers have toward brands. Immersion marketing Practices Immersive and interactive consumer experiences are experiential, and facilitate emotional bond with consumers, such practices help in enhancing brand equity. Brand experience refers to the perceptions and reactions formed through direct and indirect contacts with a brand, which has significant influence on customer loyalty and brand equity. Customer experience, the sum of a customer’s interactions with a brand, including everything from discovery to purchase through service and how they tell others about the product or service is recognised as an important mediator between branding experience and experiential marketing on brand equity. Based on the frameworks of other authors, and while referring to Keller’s Customer-Based Brand Equity (CBBE) theory as a conceptual prism, this paper has developed an integrative framework that highlights the importance of generating relevant experiences throughout all touchpoints. The findings offer both academic and practical insights for businesses aiming to optimize their marketing strategies and strengthen their brand equity in an increasingly dynamic marketplace.

Keywords: Brand Equity; Brand Experience; Experiential Marketing; Customer Experience; Customer-Based Brand Equity (CBBE); Brand Loyalty; Marketing Strategy (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-626-5_23

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