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The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Janne Hepola (School of Business and Economics, University of Jyväskylä, Jyväskylä, Finland)
Heikki Karjaluoto (School of Business and Economics, University of Jyväskylä, Jyväskylä, Finland)
Anni Hintikka (School of Business and Economics, University of Jyväskylä, Jyväskylä, Finland)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 15 May 2017

Abstract

Purpose

This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE).

Design/methodology/approach

A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling.

Findings

The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand equity. In addition, the results reveal that emotional engagement was the most influential factor in determining consumers’ overall engagement level.

Research limitations/implications

The framework should be tested in other contexts, and the application of longitudinal research setting is encouraged.

Practical implications

The study highlights not only the importance of holistic CBE management but also the necessity to manage sensory aspects of consumer–brand interactions. In this way, managers can build sustainable consumer–brand relationships.

Originality/value

The nomological network of CBE is not well-known. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of CBE and examines their effects on brand equity both directly and indirectly through cognitive, emotional and behavioral CBE.

Keywords

Citation

Hepola, J., Karjaluoto, H. and Hintikka, A. (2017), "The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement", Journal of Product & Brand Management, Vol. 26 No. 3, pp. 282-293. https://doi.org/10.1108/JPBM-10-2016-1348

Publisher

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Emerald Publishing Limited

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