The Impact of Brand Experience on Relational Benefit: The Role of Brand Familiarity, Brand Image and Brand Personality

Abstract:

Little research has considered brand experience and relational benefit together in a single model. This study was designed to investigate how brand experience enhances relational benefit. Using a self-administered questionnaire survey, 182 effective respondents from college students were used for the study. In this paper, an integrated model was established through the inclusion of brand familiarity, brand image, brand personality. The study finds that brand experience could be positively associated with relational benefit indirectly and that brand familiarity, brand image and brand personality could serve as mediators between them. The finding suggests that practitioners better understand customers’ perceptions towards relational benefit and help them in developing marketing strategies to gain relationship with consumers.

• Periodical: Advanced Materials Research (Volumes 225-226)
• Pages: 103-106
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.225-226.103
• Online since: April 2011
• Authors: Yue Heng Xu, Ming Li Zhang, Sai Li Tang
• Keywords: Brand Experience, Brand Familiarity, Brand Image, Brand Personality, Relational Benefit

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