The Rediscovery of Brand Experience Dimensions with Big Data Analysis: Building for a Sustainable Brand

The brand experience research of Brakus et al. has provided new momentum in marketing literature with the concept of brand experience and predicting consumer behavior in 2009. Since then, brand experience has emerged as one of the solid academic constructs for branding and marketing scholars and practitioners who pursue this competitive strategy for sustainable growth in corporate management. The authors explore the new dimensions of brand experience with big data analytics for the first time in academic research. We propose a possible sixth dimension (“External”) of brand experience which includes sensory, affective, intellectual, behavioral, and social aspects drawn from previous studies. A new methodology for combining topic modeling and conjoint analysis is tested with big data-based multi-level compositions that overcome the limits of the traditional survey-based analysis. Moreover, the study reveals the decision-making frame which combines conjoint analysis and the dimensions of brand experience for practical implications. The novelty of this data-driven research and results contribute to new approaches in academia from the perspectives of brand experience dimensions, topic modeling, and conjoint analysis methodology development. Building sustainable brands, this study contributes to the ways of reading consumer behavior, evaluating the current status of the market and deciding the stimuli to affect consumer behavior.