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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.

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).

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.

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.

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

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.

The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience.

The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands.

Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty.

The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy.

The present study is integrated and comprehensive, as it covers various facets of brand experience.

Students’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this study aims to examine the impact of the instructor experiential values on the student’s course experiences, as well as their attitudes and behavioral intentions towards the instructor.

This study uses a mixed-method approach that combines literature review and qualitative research, with two stages of empirical validation using structural equation modeling.

The instructor experiential values comprise appearance, entertainment, escapism, intrinsic enjoyment, efficiency and service excellence. The course experiences are composed of sensory, sentimental, behavioral and intellectual experiences. Strong effects of the instructor experiential values on the course experiences and, in turn, on the students’ attitudes and behavioral intentions are found.

This study contributes to higher education literature by leveraging the theories of meanings transfer, experiential value and brand experience for a unique perspective to the students’ interactions with higher education institute instructors and courses.

The paper’s analogy of an instructor as a brand spokesperson endorsing the course brand is an original contribution to this domain.

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry.

A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software.

Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined.

Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value.

From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers.

This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

Increasingly brands are performing several activities on social media in order to alter consumer consumption towards their offering. However, limited studies have attempted to understand as how activities on social media influence usage intentions and brand loyalty. Thus, this study aims to examine the influence of social media marketing activities (SMMA) on brand experience and its association with continued usage intentions (CUI) and brand loyalty.

The study conceptualized a research model by using the theoretical premise of stimulus-organism-response theory. SMMA acts as stimulus, four (sensory, affective, behavioral and intellectual) elements of brand experience act as organism, and CUI and brand loyalty act as response. A survey-based questionnaire is used to collect data from 309 respondents. The hypothesized associations of research model were examined using the structural equation modeling approach.

Results of the study are in line with hypothesized associations among constructs. Results suggest that SMMA is associated with all four elements of brand experience. Also, affective, behavioral and intellectual aspects of brand experience are associated with CUI which influence brand loyalty. The moderating role of education on hypothesized association and the mediating role of organism are also confirmed.

Using stimulus-organism-response theory, this study confirms that SMMA are associated with sensory, affective, behavioral and intellectual aspect of brand experience which has not been examined so far. Also, the novel findings of study add to existing literature of SMMA, brand experience and brand loyalty. The study further contributes to literature by showing the moderation effect of education.

The aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).

Employing an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.

Relational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.

The findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.

The current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

This study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.

A total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.

This study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).

This research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.

This study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.

This is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

The purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.

Data were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.

Results showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.

This study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.

Examining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

The purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall customer‐based hospital brand equity.

Measurement items for each variable are developed by integrating existing literature and qualitative in‐depth interviews with patients who have either used, or are using hospital services in India. Face‐to‐face interviews with patients were conducted to obtain 902 usable data points. Psychometric properties of the measurement instrument were satisfactory. Data were analyzed using structural equation modelling to test the influences of different dimensions of brand experience on brand equity dimensions and on overall hospital brand equity.

The study found that brand experience is an important factor influencing hospital brand equity. The study provides evidence that the brand experience dimensions (sensory, affective, behavioural and intellectual) positively influence the five brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty). The study also confirms the influence of brand equity dimensions (brand awareness, brand association, perceived quality, brand trust and brand loyalty) on customer‐based hospital brand equity.

The distinctive contribution of this research is that it examines the effect of brand experience on customer‐based brand equity in the context of a credence‐based service in an emerging economy. Such a work is essential in understanding the importance of experiential marketing in an emerging economy for building a strong service brand.

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.

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.

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.

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.

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.