Resumo

FERNANDEZ SABIOTE, ESTELA  e  DELGADO BALLESTER, MARÍA ELENA. Experience brands: making the difference. estud.gerenc. [online]. 2011, vol.27, n.121, pp.59-78. ISSN 0123-5923.

In a race to differentiate their offerings from those of others, companies are now focusing on creating customer experiences. This has led to a new broader vision of branding, which leads to a more experiential way of marketing brands. The objective of this research is to provide empirical evidence of the importance of companies having an experiential brand. Based on the study by Brakus Schmitt y Zarantonello (2009), their brand experience scale was adapted to the context of consumption in Spain and Spanish brands. To this end, a questionnaire was used for gathering 278 observations of 15 different brands in 11 product categories. This research study shows that, in comparison to less experiential brands, those brands perceived as more experiential are related to higher levels of brand equity, customer-brand identification, and word of mouth.

Palavras-chave : Experiential branding; consumer; brand equity; word of mouth; customer-brand identification.

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