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Article

Nadine Ober-Heilig, Sigrid Bekmeier-Feuerhahn and Joerg Sikkenga

This purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those…

Abstract

Purpose

This purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those visitors with a low involvement with museums.

Design/methodology/approach

The authors first analyze the experiential motives that museums should consider as relevant in attracting potential visitors. Consequently, the authors examine effects of experiential design on the participants’ behavior and attitudes, which are relevant for achieving branding objectives and institutional objectives of museums. In an experiment, using computer simulations, the authors tested the effects of an experiential vsus a non-experiential museum design on potential, especially low-involved participants.

Findings

The results of the experiment show a positive impact of the multidimensional experiential design on low-involved participants concerning branding relevant behavior, such as loyalty and perceived differentiation. There is also a positive influence on institutional goals such as perceiving the museum as role model and a positive change of attitude toward museums in general.

Research limitations/implications

Because of the virtual character of the examined museum the results show only a tendency for potential behavior of real museum visitors. Future studies should test the effects of experience design for a real museum with a distinct brand profile.

Practical implications

The study reveals that once in a museum, potential visitors with a low involvement can be addressed by a museum design that appeals to their experiential motives and which, at the same time, communicates a differentiated brand profile of the museum. Following the visit, this impression can help to overcome barriers in terms of further museum visits and stimulate positive word-of-mouth advertising to other potential visitors.

Social implications

The results suggest that from a global perspective, experience inducing museums can become role models for other museums, thus altering the image, expectations, and attitude of potential visitors with low-involvement toward museums as social institutions.

Originality/value

For the first time the explicit effects of a strategic experiential museum design on potential visitors are analyzed in terms of relevant branding and institutional objectives of museums.

Details

Arts Marketing: An International Journal, vol. 4 no. 1/2
Type: Research Article
ISSN: 2044-2084

Keywords

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Abstract

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article

Bill Merrilees, Dale Miller and Wei Shao

This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls.

Abstract

Purpose

This paper aims to examine mall consumer brand meaning through understanding consumer brand associations of shopping malls.

Design/methodology/approach

Building on the literature, a quantitative methodology is applied. A large sample (n = 755) of an Australian shopping mall is surveyed, and the data are analysed using structural equation modelling.

Findings

The first set of findings is that mall atmosphere and mall merchandise are the main determinants of consumer mall satisfaction. In turn, consumer mall satisfaction and mall merchandise are the main determinants of consumer mall brand attitudes.

Research limitations/implications

The study is the first known study to measure consumer-based mall brand meaning quantitatively. This discovery gives a more holistic understanding of the mall brand. Additionally, the study highlights that mall branding is essentially experiential branding.

Practical implications

The study provides sound guidance for mall managers by suggesting priorities in shaping the mall brand, the emphasis on mall atmosphere and the criticality of tenant mix. Some malls spend hundreds of millions of dollars on refurbishments, enhancing mall atmosphere, consistent with the emphasis of this paper.

Social implications

More effective experiential branding could influence community well-being.

Originality/value

This original research pioneers the discovery of customer-based mall brand meaning. Additionally, the study adds to the experiential branding literature. Sensory experiences are not sufficient to examine brand experiences; additionally, the core product (mall merchandise in our context) enhances the total (mall) brand experience.

Details

Journal of Product & Brand Management, vol. 25 no. 3
Type: Research Article
ISSN: 1061-0421

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Article

Hung-Che Wu and Ya-Yuan Chang

The purpose of this paper is to examine the structural relationship between brand supportive intentions and their seven drivers.

Abstract

Purpose

The purpose of this paper is to examine the structural relationship between brand supportive intentions and their seven drivers.

Design/methodology/approach

A questionnaire survey was used to collect data from respondents who had purchased ASUS products, obtaining 546 valid samples which were analyzed with structural equation modeling and hierarchical regression modeling.

Findings

Results indicate that positive brand perceptual evaluation and brand co-creation significantly positively influence brand experiential satisfaction, whereas brand regret significantly negatively influences brand experiential satisfaction. In addition, brand experiential satisfaction has a positive influence on brand love, which, in turn, leads to brand supportive intentions. Moreover, brand supportive intentions are positively influenced by brand experiential satisfaction. In addition, brand need for cognition moderates the effect of brand experiential satisfaction on brand supportive intentions.

Research limitations/implications

Future studies should focus on the respondents who purchase other branded products and compare their findings with this study.

Practical implications

Investing resources in the increase of brand perceptual evaluation, brand co-creation, brand experiential satisfaction, brand love and brand need for cognition and the decrease of brand regret is helpful to enhance brand supportive intentions.

Originality/value

This paper provides data that lead to a better understanding of the relationship between relationship brand supportive intentions and their seven drivers in a branding context.

Details

Marketing Intelligence & Planning, vol. 37 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

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Article

Hung-Che Wu, Chiou-Fong Wei, Li-Yu Tseng and Ching-Chan Cheng

The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and…

Abstract

Purpose

The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding.

Design/methodology/approach

A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling.

Findings

The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior.

Practical implications

To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies.

Originality/value

The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

Details

Marketing Intelligence & Planning, vol. 36 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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Article

Elena Delgado-Ballester and Estela Fernandez Sabiote

The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand

Abstract

Purpose

The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes whether the impact of these brand values in building brand outcomes depends on consumers’ age.

Design/methodology/approach

Information was collected from a sample of 332 consumers by personal interviews. Respondents provide information about their consumption experiences with a specific brand from a stated list of 14 experiential and non-experiential brands.

Findings

Results suggest that the effect of brand experiential value on brand equity and consumer-brand identification was higher than that of brand functional value. By contrast, positive WOM was more influenced by brand functional value. Furthermore, the results also confirm that as consumers age, brand experiential value exhibits a significant higher effect than brand functional value on brand outcomes.

Research limitations/implications

A potential shortcoming is the common method bias. As far as one questionnaire was used to measure all study constructs, the strength of the causal relationships among constructs may have been inflated.

Practical implications

For brand managers, the key implications concern on how to effectively allocate brand investment to build stronger brand equity and consumer-brand identification and stimulated positive WOM.

Originality/value

Despite the greater importance that the experiential perspective is gaining in the brand literature and the voices proclaiming that experiential value will matter most, this is the first empirical research paper that analyzes that the relative superiority of experiential value over functional value depends on the brand outcomes pursued and consumers’ age.

Details

European Journal of Marketing, vol. 49 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Wondwesen Tafesse

This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study…

Abstract

Purpose

This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the experiential affordances of Facebook brand pages along perceptual, social, epistemic and embodied dimensions and tests their impact on consumer engagement.

Design/methodology/approach

The study operationalized key variables of the proposed model at the brand page level and assembled pertinent data, using systematic content analysis, on a sample of Facebook brand pages (n = 85). Poisson regression tested the proposed model.

Findings

The findings indicate that brands that facilitate greater number of experiential affordances on their Facebook brand pages generated higher levels of consumer engagement. For both brand post likes and brand post shares, the contributions of experiential affordances were significant and positive.

Practical implications

The findings offer actionable managerial insights for brands seeking to implement an experiential model of consumer engagement on their fan pages.

Originality/value

This study contributes to the literature by proposing and testing an experiential model of consumer engagement in the context of Facebook brand pages. To date, the experiential value of Facebook brand pages has rarely, if at all, been tested in an empirical study.

Details

Journal of Product & Brand Management, vol. 25 no. 5
Type: Research Article
ISSN: 1061-0421

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Article

Maria Vernuccio, Michela Patrizi and Alberto Pastore

By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants…

Abstract

Purpose

By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how the NBVA brand experience might influence customer brand engagement (CBE). The ultimate aim is to develop an interpretative theoretical framework for developing voice-based branding through NBVAs.

Design/methodology/approach

A qualitative research approach with the analysis of a single in-depth case study is followed: the NBVA developed in-house by Mercedes, which was the first NBVA launched in the automotive market.

Findings

In the design of the NBVA, a key role was assigned to the brand voice in developing the brand’s anthropomorphic profile. Driving safety, consistency with the corporate identity, human-like interaction, dynamic personalisation and connectivity emerged as the strategic criteria for designing the NBVA brand experience, which was oriented towards the pursuit of multiple CBE dimensions.

Research limitations/implications

Although the qualitative empirical contribution of this study differs from statistical generalisations, the research insights are analytically generalisable. The insights emerging from the study could guide future research on voice-based branding.

Practical implications

The results may be a useful conceptual reference for managers involved in designing brand voice and brand experience based on NBVAs.

Originality/value

This study is the first empirical contribution to the marketing literature about voice-based branding in an innovative experiential field, a topic that, thus, far has been poorly analysed.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article

Rory Mulcahy, Rebekah Russell-Bennett and Sharyn Rundle-Thiele

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are…

Abstract

Purpose

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.

Design/methodology/approach

A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.

Findings

The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Practical implications

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.

Originality/value

This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Details

Journal of Social Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

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Article

Shivam Rai and Jogendra Kumar Nayak

Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct…

Abstract

Purpose

Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies.

Design/methodology/approach

A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling.

Findings

The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies.

Research limitations/implications

This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy.

Originality/value

The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

Details

Journal of Tourism Futures, vol. 5 no. 1
Type: Research Article
ISSN: 2055-5911

Keywords

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