Can You Feel it? – the Effect of Brand Experience on Brand Equity

The IUP Journal of Brand Management, Vol. XI, No. 2, June 2014, pp. 7-27

Posted: 10 Dec 2014

See all articles by Nadine Walter

Nadine Walter

Pforzheim University of Applied Sciences

Thomas Cleff

Pforzheim University of Applied Sciences; ZEW – Leibniz Centre for European Economic Research

Chun Lin

Independent

Date Written: December 8, 2014

Abstract

Brand experience consists of sensory, affective, cognitive, behavioral and relational stimuli that provide consumers with a pleasurable and memorable experience. In contrast to traditional marketing, with its emphasis on rational decision making based on functional benefits, it adds an emotional element to marketing. It is therefore assumed to have a positive impact on creating brand equity, i.e., brand awareness and brand image. This study measures the influence of five different types of experiences — sensory (SENSE), affective (FEEL), cognitive (THINK), behavioral (ACT), and relational (RELATE) — on brand equity through an empirical study of Starbucks in Taiwan. The results confirm a large positive impact of brand experience on brand image (i.e., brand attribute, brand benefit, brand attitude), and a somewhat slighter experience on brand awareness (i.e., brand recall and recognition). Sensory and affective dimensions have an especially large effect — with cognitive, behavioral and relational to a lesser degree. The study proves the significance of experiential marketing for creating brand equity and identifies the most important dimensions of brand experience.

Suggested Citation

Walter, Nadine and Cleff, Thomas and Lin, Chun, Can You Feel it? – the Effect of Brand Experience on Brand Equity (December 8, 2014). The IUP Journal of Brand Management, Vol. XI, No. 2, June 2014, pp. 7-27. Available at SSRN: https://ssrn.com/abstract=2535152

Nadine Walter (Contact Author)

Pforzheim University of Applied Sciences ( email )

Tiefenbronner Str. 65
Pforzheim, Baden-Württemberg D-75175
Germany

Thomas Cleff

Pforzheim University of Applied Sciences ( email )

Tiefenbronner Str. 65
Pforzheim, 75175
Germany

ZEW – Leibniz Centre for European Economic Research ( email )

P.O. Box 10 34 43
L 7,1
D-68034 Mannheim, 68034
Germany

Chun Lin

Independent ( email )

No Address Available

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