Does social currency matter in creation of enhanced brand experience?

Abstract

Purpose – This study aims to demonstrate the importance of the newly developed concept of social currency as an antecedent of brand experience in the context of cosmetics consumption. In other words, the authors suggest that social currency could act as a brand experience provider. Design/methodology/approach – Data collection was made through a paper and pencil survey. The sample consisted mostly of undergraduate and graduate students recruited on a voluntary basis at a large northeastern university. Self-administered questionnaires were filled by 373 participants, who were instructed to think about their favourite brand when it comes to buying cosmetic products for themselves. Findings – Results showed that social currency positively impacts all four dimensions of brand experience, i.e. sensory, affective, behavioural and intellectual experiences. The findings also suggest that conversation, advocacy and affiliation are the three significant dimensions of social currency when it comes to the consumption of cosmetics. Originality/value – This study reveals, for the first time, how the concept of social currency could enhance a fundamental component of brand equity, i.e. brand experience. Another important contribution of this research is the establishment of higher levels of validity for the newly developed concept of social currency. This study would also contribute to the investigation of brand experience antecedents, which have been little addressed in the literature on the emerging paradigm of experiential marketing.

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