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The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

Asif Ali Safeer (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Yuanqiong He (School of Management, Huazhong University of Science and Technology, Wuhan, China)
Muhammad Abrar (Lyallpur Business School, Government College University Faisalabad, Faisalabad, Pakistan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 7 October 2020

Issue publication date: 20 April 2021

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Abstract

Purpose

This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.

Design/methodology/approach

This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).

Findings

The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.

Research limitations/implications

This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.

Practical implications

By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.

Originality/value

Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

Keywords

Acknowledgements

Funding: This research was supported by the grant from National Natural Science Foundation of China (Project No. 71772074).

Citation

Safeer, A.A., He, Y. and Abrar, M. (2021), "The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 5, pp. 1123-1138. https://doi.org/10.1108/APJML-02-2020-0123

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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