The relationships among brand experience, brand resonance and brand loyalty in experiential marketing: Evidence from smart phone in Taiwan

• Published in: Journal of Economics & Management Vol. 28; no. 28; pp. 57 - 73
• Main Authors: Shieh, Hwai-Shuh, Lai, Wei-Hsun
• Format: Journal Article
• Language: English
• Published: Katowice University of Economics in Katowice 01.04.2017; Sciendo
• Subjects: Brand; Brand loyalty; Business communications; Consumer behavior; Consumers; Customer services; Economic development; Experience marketing; Hypotheses; Literature reviews; Market strategy; Marketing; Smartphones; Studies; Taiwan
• ISSN: 1732-1948
• DOI: 10.22367/jem.2017.28.04

The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.