Exploring advertising as an antecedent to brand experience dimensions: an experimental study

Dhananjay Bapat ()
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Dhananjay Bapat: Indian Institute of Management (IIM)

Journal of Financial Services Marketing, 2018, vol. 23, issue 3, No 7, 210-217

Abstract: Abstract The objective of the study is to investigate the impact of advertising on brand experience dimensions for an existing bank and a financial technology (Fintech) brand. A 2 × 2 between-subject experimental study was conducted that analyzed the antecedents of brand experience dimensions and compared them between an existing bank and a fintech brand. The study confirmed the main effect of advertising on all brand experience dimensions. The brand experience scores for the fintech brand were higher than that of the existing bank brand, and significant differences were observed for sensory, emotional, and behavioral brand experience dimensions. The study confirms the influence of advertising on both existing bank and fimtech brand. While most of the previous studies are based on survey research, the present study provides deep probing using experimental study. It seeks to understand the antecedent to brand experience in the context of an emerging country.

Keywords: Brand experience; Advertising; Experimental study (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41264-018-0056-7

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