More Than a Tent: A Case Study on Live Brand Experiences at Coachella Music Festival

In recent years, society has seen a shift of marketing practices from traditional strategies to experiential marketing in order for brands to connect with individuals on an emotional level. Live brand experiences contribute to companies building relationships with consumers to create unique, memorable experiences that will be associated with the brand after the event. The purpose of this study was to examine the best practices of live brand experiences at Coachella Valley Music and Arts Festival. The research for this study was conducted using a case study guide created by the researcher, which examined brands’ past brand activations at Coachella. The results of this study indicate that there are many ways brands can connect with consumers emotionally while simultaneously building relationships. Heineken was recognized as a leading brand in live brand experiences at the festival. As competition is high among competitors, it is essential for brands to keep up with the current trends of experiential marketing and give consumers innovative, memorable experiences that they have never encountered

Online store brand experience impacting on online brand trust and online repurchase intention: The moderating role of online brand attachment

The scope of this research is to examine the impact of online store brand experience on online brand trust and online repurchase intention. Additionally, the study tests whether online brand attachment moderates these influences. Data was gathered in two cites in Pakistan and path relationships in the theoretical model were analysed using partial least squares structural equation modelling. The study results confirm that onlinebrand attachment and online brand experience have a direct relationship with online brand trust and online repurchase intention. Conclusively, online brand attachment significantly moderates the two relationships between a) online brand experiences and online brand trust and b) online brand experiences and online repurchase intention.The study provides insights for online retail store managers to focus on improving the online experience for its customers in order to promote online brand trust and online repurchase intentions

ONLINE STORE BRAND EXPERIENCE IMPACTING ON ONLINE BRAND TRUST AND ONLINE REPURCHASE INTENTION: THE MODERATING ROLE OF ONLINE BRAND ATTACHMENT

The scope of this research is to examine the impact of online store brand experience on online brand trust and online repurchase intention. Additionally, the study tests whether online brand attachment moderates these influences. Data was gathered in two cites in Pakistan and path relationships in the theoretical model were analysed using partial least squares structural equation modelling. The study results confirm that online brand attachment and online brand experience have a direct relationship with online brand trust and online repurchase intention. Conclusively, online brand attachment significantly moderates the two relationships between a) online brand experiences and online brand trust and b) online brand experiences and online repurchase intention. The study provides insights for online retail store managers to focus on improving the online experience for its customers in order to promote online brand trust and online repurchase intentions. JEL: C12; L81; M31  Article visualizations

PENGARUH BRAND EXPERIENCE DAN BRAND TRUST TERHADAP BRAND ATTACHMENT SERTA BRAND LOYALTY

      The purpose of this study was to examine the effect of brand experiences on brand attachment, brand trust on brand attachment, brand experiences on brand loyalty, brand trust on brand loyalty, and brand attachment on brand loyalty. The population in this study are customers of Nature Republic skin care products who have made purchases at least 2 times. Population size is infinite. The sample is 118 people aged Nature Republic skin care products, as many as 118 people. Research instrument with a questionnaire. The sampling technique was using systematic random sampling. Data analysis with SEM which is operated with the AMOS application. The results of the study explained that there was a significant influence of brand experiences on brand attachment, brand trust on brand attachment, brand experiences on brand loyalty, brand trust on brand loyalty, and brand attachment on brand loyalty. Keywords: brand experiences, brand attachment, brand trust , brand loyalty,

Brand Tracking on Social Media: The Role of Country of Origin Perceptions

Marketers are now almost a decade into using social media as another outlet in developing brand relationships with consumers. Yet an understanding of how consumers interact with brands online is still in its infancy. This paper compares the social media and brand-tracking habits of consumers in three parts of the world: Asia, the Middle East and the USA. In addition, the study attempts to explain what motivates consumers to follow brands on social media, focusing on the role of products’ country of origin in explaining the relationship. The results show that US consumers spent the most time on social media and tracked the most brands, while Thai respondents did the least of both. Four dimensions of social media brand tracking were identified and ratings compared across groups. Significant differences among groups were found for one of the four factors, ‘brand experience’, with US consumers experiencing significantly more positive ‘brand experiences’ than Thai consumers, and Egyptian consumers falling somewhere in between. The results also indicate that the country of product origin can have some effects on brand tracking

Experiencing the sense of the brand: the mining, processing and application of brand data through sensory brand experiences

Purpose - This article aims to develop an integrative framework based on a convergence of embodiment, ecological and phenomenological theoretical perspectives, to explain the multiple processes involved in the consumers’ mining, processing and application of brand-related sensory data through a sensory brand experience. Design/methodology/approach – This research adopts a qualitative method by using face-to-face in-depth interviews (retail managers and customers) and focus group interviews (actual customers) with 34 respondents to investigate sensory brand experiences in the context of Chinese shopping malls. Findings - Results show that the brand data mined through multisensory cues (visual, auditory, olfactory, tactile and taste) in a brand setting are processed internally as sensory brand experiences (involving sensory impressions such as fun, interesting, extraordinary, comforting, caring, innovative, pleasant, appealing, convenient), which influence key variables in customer-brand relationships including customer satisfaction, brand attachment, and customer lovemarks. Originality/value – This study has implications for current theory on experiential marketing, branding, consumer-brand relationships, consumer psychology and customer experience management

Investigating the relationship of brand experience and loyalty: A study of luxury brand in Thailand

The concept of 'brand experience' has evolved as an imperative arena of study in the marketing discipline. Although the importance and the concept of experience have been adapted in marketing such as customer experience, consumption experience and so on, the explanations of brand experiences have remained vague and absent a thorough theoretical foundation. This research aims to understand the concept of 'brand experience' and its impact of consumer behaviour (loyalty) direct or indirect through brand personality, satisfaction or [and] brand trust in the luxury brand context (Thailand). This research is carried out in one stage 'quantitative'. Furthermore the research data will be collected based on distributing survey questionnaire. Among of 400 Thai citizen samples will be surveyed to measure a modify framework from (Brakus et al, 2009). The result will provide meaningful information in both academic research and marketing practice. Furthermore, it will be presented the prediction of consumer behaviour via brand experience. Moreover, it guides marketers to various marketing strategy option such as experiential marketing or traditional marketing

The influence of brand experiences on consumer-based brand equity

In markets where products and services have become similar, with no major functional differences, and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services per se, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers, and how do these experiences have influence consumer-based brand equity. Based on a quantitative study, the results show brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also show that intellectual experience triggers brand equity consumers in consumer with positive brand behaviour.info:eu-repo/semantics/acceptedVersio