The brand experience extended model

a meta-analysis

Fernando de Oliveira Santini, Wagner Junior Ladeira, Claudio Hoffmann Sampaio, Diego Costa Pinto

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

This research provides a comprehensive overview of the brand experience effects and proposes an extension to the brand experience model by testing novel direct, moderating, and mediating relationships. The authors conducted a meta-analysis of 256 quantitative studies in 73 papers published between 2009 and 2015. The findings reveal new empirical generalizations about the relationship between brand experience and the relevant constructs. The findings demonstrate the positive influence of brand experience on brand satisfaction and positive influence of brand satisfaction on brand trust, brand loyalty, and word-of-mouth (WOM). Furthermore, this research uncovers important mediation variables (hedonic benefits, brand love, and brand personality) of the relationship between brand experience and brand satisfaction. This paper also tests the moderation effects of methodological (e.g., sample type, sample size), theoretical (product type and product lifecycle), and cultural variables (e.g., level of innovation, level of wealth and Human Development Index). The findings extend the brand experience model, helping managers to understand the positive outcomes of brand experience on satisfaction and to invest in actions that can enhance the brand experience. Furthermore, this study shows that brand managers should consider culture is a key factor when crafting branding experience strategies.

Original languageEnglish
Pages (from-to)519-535
Number of pages17
JournalJournal of Brand Management
Volume25
Issue number6
DOIs
Publication statusPublished - 1 Nov 2018

Fingerprint

Meta-analysis
Brand experience
Managers
Innovation
Testing
Sample size
Wealth
Empirical generalizations
Word-of-mouth
Moderation
Product lifecycle
Brand trust
Branding
Mediation
Human development index
Brand loyalty
Factors
Brand personality

Keywords

  • Brand experience
  • Brand loyalty
  • Brand satisfaction
  • Meta-analysis

Cite this

de Oliveira Santini, Fernando ; Ladeira, Wagner Junior ; Sampaio, Claudio Hoffmann ; Pinto, Diego Costa. / The brand experience extended model : a meta-analysis. In: Journal of Brand Management. 2018 ; Vol. 25, No. 6. pp. 519-535.
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de Oliveira Santini, F, Ladeira, WJ, Sampaio, CH & Pinto, DC 2018, 'The brand experience extended model: a meta-analysis', Journal of Brand Management, vol. 25, no. 6, pp. 519-535. https://doi.org/10.1057/s41262-018-0104-6

The brand experience extended model : a meta-analysis. / de Oliveira Santini, Fernando; Ladeira, Wagner Junior; Sampaio, Claudio Hoffmann; Pinto, Diego Costa.

In: Journal of Brand Management, Vol. 25, No. 6, 01.11.2018, p. 519-535.

Research output: Contribution to journalArticle

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