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The brand experience extended model: a meta-analysis

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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.

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Authors and Affiliations

  1. Department of Marketing Management, Universidade do Vale do Rio dos Sinos, Av. Unisinos 950, São Leopoldo, RS, 93022-000, Brazil

    Fernando de Oliveira Santini & Wagner Junior Ladeira

  2. Department of Marketing Management, Pontifícia Universidade Católica do Rio Grande do Sul, Av. Ipiranga 6681, Porto Alegre, RS, 90619-900, Brazil

    Claudio Hoffmann Sampaio

  3. NOVA Information Management School (NOVA IMS), Campus de Campolide, 1070-312, Lisbon, Portugal

    Diego Costa Pinto

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  1. Fernando de Oliveira Santini
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  2. Wagner Junior Ladeira
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  3. Claudio Hoffmann Sampaio
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  4. Diego Costa Pinto
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Correspondence to Fernando de Oliveira Santini.

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de Oliveira Santini, F., Ladeira, W.J., Sampaio, C.H. et al. The brand experience extended model: a meta-analysis. J Brand Manag 25, 519–535 (2018). https://doi.org/10.1057/s41262-018-0104-6

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