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The impact of brand experience on the memory formation

Tiffany S. Legendre (Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, Texas, USA)
Elizabeth A. Cartier (School of Business Administration, Fort Lewis College, Durango, Colorado, USA)
Rodney B. Warnick (Department of Hospitality and Tourism Management, Isenberg School of Management, University of Massachusetts, North Dartmouth, Massachusetts, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 25 November 2019

Issue publication date: 17 January 2020

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Abstract

Purpose

The purpose of this paper is to examine the effectiveness of brand experiences on visitors’ memory formation and their revisit intention to a special event.

Design/methodology/approach

This study collected survey data from the Great New England Air Show to examine the soundness of the proposed theoretical model. Data were analyzed with partial least squares–structural equation modeling.

Findings

The results indicate an individual’s brand experience in the context of a special event can assist him/her in becoming more involved and finding meaningfulness in the experience, and form greater readiness to store memory of the event. Memory formation triggered by brand experience can help event practitioners anticipate positive behaviors of visitors after the experience.

Practical implications

The results suggest that event marketing managers and decision makers should create strong brand experiences focused on a mix of sensory, affective, intellectual and behavioral messages linked to the larger brand knowledge and memory formation.

Originality/value

The development of a theoretical model explaining brand experience with the purpose of explaining the internalization of brand experience in memory formation was documented and the study validated the brand experience concept in a non-monetary setting.

Keywords

Acknowledgements

The support and cooperation of The Galaxy Community Council, Greater Springfield Convention and Visitors Bureau and the Department of Hospitality and Tourism Management of the Isenberg School of Management at the University of Massachusetts, Amherst, are acknowledged in making this study possible.

Citation

Legendre, T.S., Cartier, E.A. and Warnick, R.B. (2020), "The impact of brand experience on the memory formation", Marketing Intelligence & Planning, Vol. 38 No. 1, pp. 15-31. https://doi.org/10.1108/MIP-02-2019-0109

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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