The impact of brand experience on attitudes and brand image : A quantitative study

Abstract

Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion: An engaging brand experience can be delivered by enabling seamless interaction between the consumer and the brand, involving the consumer with the brand at the consumer’s own will, and by ensuring that all the communication efforts as well as the content of each of the brand’s touch points is consistent. By delivering such brand experiences, positive attitudes and brand image; brand affect, can be generated and brand loyalty affected.

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