The Role of Consumer-Brand Experiences and Relationship in Contributing to Brand Equity for Services

Lai-cheung Leung

Athens Journal of Business & Economics, 2016, vol. 2, issue 2, 195-216

Abstract: Branding today is conceived as a co-creation process during which brand equity is created through interactions among the stakeholders and personalized consumer experience is an important branding practice for value creation and differentiation from competitors. Consumer-brand relationship has been proposed as a metaphor to connect relationship marketing activities and brand equity. However, little research has been conducted to examine how experiences with a brand affect brand equity via the consumer-brand relationship, especially in a service context. This research aims at developing a conceptual model to depict the structural relationships among brand experiences, consumer-brand relationship and brand equity. The model was tested against a student sample and received reasonable support. The utilitarian brand relationships, as different from a number of previous studies, contribute more to brand equity than affective brand relationships. Marketing implications, research limitations and future research directions are discussed at the end of the paper.

Keywords: Brand equity; Brand experiences; Consumer-brand relationship; Services branding (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ate:journl:ajbev2i2-6

DOI: 10.30958/ajbe.2-2-6

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