Aim/purpose – The study aims to understand the contribution of the experiential
events how to influence the brand loyalty while the consumer synchronized with brand
under the brand resonance.
Design/methodology/approach – The study combines Schmitt’s five distinct experience
‘modules’ with the SEM method to explore the relationship among these five
experience dimensions and brand experience, and applies the Keller’s CBBE model to
explore whether the experiential events that consumer participated could help the company
build brand resonance through the brand experience delivering in the event. The
study applies convenient sampling method and collects data through online questionnaire
platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires,
the study gets 204 valid samples from the total 229 respondents.
Findings – The findings indicate that these five strategic experiences dimensions
are positively related to the brand experience; the positive relationships among brand
experience, brand resonance, and brand loyalty also exist.
Research implications/limitations – The results of the study have some strategic
implications for marketing practice. The findings point out that event marketing could be
considered as an effective tool to enlarge customer base and to build brand loyalty. In the
real world, the more event marketing adopts; the stronger brand experience is and the
higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific
constructive suggestion: how to design events to stimulate and create a strong,
memorable brand experience.
Originality/value/contribution – Few studies examine the effect of each brand
experience dimensions on brand relationship, and this study fills this gap