دانلود رایگان مقاله انگلیسی مدل توسعه یافته تجربه برند: یک متا آنالیز - اشپرینگر 2018

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.

Limitations and future research

This study reflects on fundamental questions about the effects of brand experience. Future research might include an analysis of qualitative articles because those techniques have not been considered in the analysis in this study. We suggest an analysis of articles that do not have more than three relations, as these could not be used in the model. The following variables deserve further analysis: brand association and brand image, among others. Future research should include other databases to evaluate the possibility of analyzing the variables that are not investigated here. Finally, one of the problems with this type of analysis is the adverse concept in existing secondary data. Therefore, in the case of empirical data obtained from different authors, the effects may be adverse.

Some constructs deserve a better understanding of their relationship in advance or consequence to the Brand Experience since different results are found for the same behavior, such as brand love and brand awareness. New research can advance in the consolidation of these understandings. In addition, it is worth noting that we considered for this work, studies that measured in a unidimensional way the constructs investigated here. Therefore, new research may assess, separately, specific behaviors, such as, for example, the very dimension of brand experience, brand equity, and brand personality. Despite these limitations, this meta-analysis contributes to a better and broader understanding of the effects of brand experience, encouraging new theoretical discussions on the subject.