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The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about their decision to buy and use them. Those feelings get accrued as strong consumer–brand relationship, measured comprehensively by CBBE in marketing literature.

The study is conducted in two phases – exploratory and validation. The exploratory phase involved conceiving a theoretical framework from in-depth literature review. The framework is then validated through a survey-based empirical phase. Smartphones form the context of the work.

The three consumption values used in the study are usability, social value and pleasure in use. Brand equity has been conceptualized and measured as brand association, perceived value, brand trust and brand loyalty. The moderating role of user expertise, as well as lifestyle, was also tested on pleasure derived. Most of the hypothesized relationships between different constructs of experience and brand equity were found significant. Significant evidence for hierarchical formation of brand equity was also established.

Lack of evidence of moderation of lifestyle may be ascribed to the validity of the scale used to measure it in the current context and needs to be updated. The study contributes by conceiving experience as a multidimensional framework based on Holbrook’s typology, besides validating its relationship to CBBE. Hierarchical formation of brand equity is also a novel contribution.

This study provides an indicative guide to marketers with design cues that can provide relevant consumption values in the quest for a positive brand impression. It also provides directions for segmenting the smartphone market based on user expertise for better branding.

The study is innovative by relating experience, conceptualized with Holbrook’s framework and CBBE – something yet to be seen in the literature.

This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is investigated.

The study methodology involves two phases: exploratory and descriptive. The exploratory phase, with the support of a focused literature review, results in a theoretical framework that is later validated through the survey-based empirical phase.

The study finds that brand predictability and brand innovativeness are antecedents of cognitive brand trust, whereas brand intimacy is a driver of affective brand trust. The study confirms that agreeableness positively moderates the relationship between brand intimacy and affective brand trust, whereas conscientiousness positively moderates the relationship between brand predictability and cognitive brand trust.

The study recommends marketing strategy approaches for baby care product companies, including the essential factors they must keep in mind for promoting their brand and winning the trust of mothers.

The study is among the few empirical investigations that examine the role of the moderating effect of personality traits on the relationship between brand trust and its antecedents, in the little-researched context of the high perceived risk category of baby care toiletry products in an emerging-market context.