IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v23y2022i1p156-175.html
   My bibliography  Save this article

Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir

Author

Listed:
  • Faseeh Amin Beig
  • Fayaz Ahmad Nika

Abstract

Brand equity is one of the prime and strategic assets for most of the contemporary business organizations. Companies are focusing on novel and innovative ways in order to build brand equity. Brand experience is one such construct which can be used by marketing managers in building and managing brand equity. Only a few studies have explored the relationship between brand experience and brand equity, particularly in the online shopping industry. This study was carried out in the State of Jammu and Kashmir to examine the influence of brand experience on brand equity. A multi-stage sampling method was employed to target 460 respondents which finally resulted in 403 functional responses. Exploratory Factor analysis (EFA) was conducted for both brand experience and brand equity followed by confirmatory factor analysis (CFA) for scale validation. The measurement scale was further subject to reliability and validity tests. Finally, structural equation modelling (SEM) was used to test the hypotheses formulated for the study. The results revealed that four dimensions of brand experience (sensory, affective, behavioural and intellectual) have a positive influence on all four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty). The study findings have further reinforced the research domain in brand experience which implies that producing unique and pleasing brand experiences will lead to improved perception amongst online shopping consumers and thus, influence brand equity. In the light of growing importance of brand experience in marketing, this study is a significant contribution to existing literature. The findings from this research study will provide useful insights to both academicians and marketers. Future researchers can focus on extending this study to other industries and by including additional variables.

Suggested Citation

  • Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    • Handle: RePEc:sae:globus:v:23:y:2022:i:1:p:156-175
    DOI: 10.1177/0972150919836041
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972150919836041
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972150919836041?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    3. Hirschman, Elizabeth C., 1984. "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, Elsevier, vol. 12(1), pages 115-136, March.
    4. Chattopadhyay, Amitava & Laborie, Jean-Louis, 2005. "Managing Brand Experience: The Market Contact Audit™," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 9-16, March.
    5. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    6. Baumann, Chris & Hamin, Hamin & Chong, Amy, 2015. "The role of brand exposure and experience on brand recall—Product durables vis-à -vis FMCG," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 21-31.
    7. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    8. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    9. Thompson, Craig J & Locander, William B & Pollio, Howard R, 1989. "Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 133-146, September.
    10. Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
    11. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    12. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    13. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    14. L. Zarantonello & B.H. Schmitt, 2013. "The impact of event marketing on brand equity:The mediating roles of brand experience and brand attitude," Post-Print hal-00847423, HAL.
    15. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Park, JungKun & Hong, EunPyo & Park, Yun-na, 2023. "Toward a new business model of retail industry: The role of brand experience and brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Yuri de Souza Odaguiri Enes & Gisela Demo & Rafael Barreiros Porto & Thaiyan Sun Zulato, 2024. "What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges," Sustainability, MDPI, vol. 16(13), pages 1-19, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hamzah, Zalfa Laili & Syed Alwi, Sharifah Faridah & Othman, Md Nor, 2014. "Designing corporate brand experience in an online context: A qualitative insight," Journal of Business Research, Elsevier, vol. 67(11), pages 2299-2310.
    2. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    3. Marta Frasquet-Deltoro & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 388-401, July.
    4. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    5. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    6. 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.
    7. Imran Khan & Zillur Rahman, 2017. "Brand Experience and Emotional Attachment in Services: The Moderating Role of Gender," Service Science, INFORMS, vol. 9(1), pages 50-61, March.
    8. Imran Khan & Mobin Fatma, 2022. "Using Netnography to Understand Customer Experience towards Hotel Brands," Sustainability, MDPI, vol. 15(1), pages 1-11, December.
    9. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    10. Dhananjay Bapat & Jayanthi Thanigan, 2016. "Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty," Global Business Review, International Management Institute, vol. 17(6), pages 1357-1372, December.
    11. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    12. Faseeh Amin Beig & Fayaz Ahmad Nika, 2019. "Brand Experience and Brand Equity," Vision, , vol. 23(4), pages 410-417, December.
    13. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: The role of brand trust, age, and income," Post-Print hal-02118504, HAL.
    14. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    15. Jiang, Kai & Luk, Sherriff Ting-kwong & Cardinali, Silvio, 2018. "The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets," Journal of Business Research, Elsevier, vol. 86(C), pages 374-385.
    16. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    17. Ulla A. Saari & Saku J. Mäkinen, 2017. "Measuring brand experiences cross-nationally," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 86-104, January.
    18. 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.
    19. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    20. Christian Homburg & Danijel Jozić & Christina Kuehnl, 2017. "Customer experience management: toward implementing an evolving marketing concept," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 377-401, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:23:y:2022:i:1:p:156-175. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.