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

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.