The brand experience extended model: a meta-analysis

Fernando Oliveira Santini (), Wagner Junior Ladeira (), Claudio Hoffmann Sampaio () and Diego Costa Pinto ()
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Fernando Oliveira Santini: Universidade do Vale do Rio dos Sinos
Wagner Junior Ladeira: Universidade do Vale do Rio dos Sinos
Claudio Hoffmann Sampaio: Pontifícia Universidade Católica do Rio Grande do Sul
Diego Costa Pinto: NOVA Information Management School (NOVA IMS)

Journal of Brand Management, 2018, vol. 25, issue 6, No 4, 519-535

Abstract: Abstract This research provides a comprehensive overview of the brand experience effects and proposes an extension to the brand experience model by testing novel direct, moderating, and mediating relationships. The authors conducted a meta-analysis of 256 quantitative studies in 73 papers published between 2009 and 2015. The findings reveal new empirical generalizations about the relationship between brand experience and the relevant constructs. The findings demonstrate the positive influence of brand experience on brand satisfaction and positive influence of brand satisfaction on brand trust, brand loyalty, and word-of-mouth (WOM). Furthermore, this research uncovers important mediation variables (hedonic benefits, brand love, and brand personality) of the relationship between brand experience and brand satisfaction. This paper also tests the moderation effects of methodological (e.g., sample type, sample size), theoretical (product type and product lifecycle), and cultural variables (e.g., level of innovation, level of wealth and Human Development Index). The findings extend the brand experience model, helping managers to understand the positive outcomes of brand experience on satisfaction and to invest in actions that can enhance the brand experience. Furthermore, this study shows that brand managers should consider culture is a key factor when crafting branding experience strategies.

Keywords: Brand experience; Brand satisfaction; Brand loyalty; Meta-analysis (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (13)

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DOI: 10.1057/s41262-018-0104-6

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