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Antecedents and outcomes of brand experience: an empirical study

Author

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  • Imran Khan

    (University of Petroleum and Energy Studies)

  • Mobin Fatma

    (University of Petroleum and Energy Studies)

Abstract

While brand experience has received increasing research attention in recent years, there remains a need to develop and empirically test brand experience models to better understand the phenomenon of brand experience and its influence on consumer purchase behavior. The present study develops and empirically examines a brand experience model comprising antecedents and outcomes of brand experience. The study gives a deeper understanding of the elements of brand experience and their relationships. The findings of the study may enable practitioners to better understand how brand experience influences consumer behavior, so that they may provide unique and memorable brand experiences to customers. The fact that this is the first research to develop and empirically examine a brand experience model (that constitutes both antecedents and outcomes) in a single study, along with the important practical implications it carries, highlights its immense originality value and contribution to existing body of brand experience literature.

Suggested Citation

  • Imran Khan & Mobin Fatma, 2017. "Antecedents and outcomes of brand experience: an empirical study," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 439-452, October.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:5:d:10.1057_s41262-017-0040-x
    DOI: 10.1057/s41262-017-0040-x
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    10. Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
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    16. Farah, Maya F. & Ramadan, Zahy B., 2020. "Viability of Amazon’s driven innovations targeting shoppers’ impulsiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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    22. Sara Amoroso & Simonetta Pattuglia & Imran Khan, 2021. "Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 33-43, March.

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