CONSEQUENCES OF THE BRAND´S EXPERIENCE IN CONSUMERS OF SMARTPHONES SECTOR
DOI:
https://doi.org/10.15665/dem.v17i4.1931Abstract
The purpose of this work is to measure the influence of brand experience of users of smartphones and its consequence in relation to the brand loyalty. The data collection occurred through the use of social media and 570 valid questionnaires were obtained in more than 120 cities in Brazil. The data analysis occurred through the application of the techniques of multivariate data analysis. Of the eigth tested hypotheses, seven of them were supported. It was concluded that the brand experience significantly influences the brand personality, which also significantly influences the consumer satisfaction. In addition, the brand experience, the brand personality and the satisfaction influence the consumers loyalty, which has a value of approximately 60% for the explained variance. The formation of the constructs was also verified of a second level of experience of the brand and the brand personality.
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. DOI: 10.2307/3151897
Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96-108. https://doi.org/10.1509/jmkr.42.1.96.56961
Ahmad, J., Hussain. M., & Rajput, A. (2015). Customer loyalty framework of telecommunication service market. International Journal of Managing Value and Supply Chains, 6(1), 69-78.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 1–8.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
Andreini, D., Pedeliento, G., Zarantonello, L., & Solerio, C. (2018). A renaissance of brand experience: Advancing the concept through a multi-perspective analysis. Journal of Business Research, 91, 123-133. https://doi.org/10.1016/j.jbusres.2018.05.046
Azoulay, A., & Kapferer, J. (2003). Do brand personality scales really measure brand personality? The Journal of Brand Management, 11(2), 143-155. https://doi.org/10.1057/palgrave.bm.2540162
Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand goodwill: some antecedents and consequences. In: Aaker, D. A., Biel, A. (Eds.) Brand Equity And Advertising (pp. 83-96). Hillsdale, NJ: Lawrence Erlbaum Associates.
Bennett, R., Härtel, C. E. J., & Mccoll-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting. Industrial Marketing Management, 34(1), 97-107. https://doi.org/10.1016/j.indmarman.2004.08.003
Bennur, S, & Jin, B. (2016). The mediating role of brand trust and affect in clothing brand loyalty formation: A cross-cultural examination of U.S. and India. The Journal of The Textile Institute, 108(1), 1-9. https://doi.org/10.1080/00405000.2015.1133105
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.52
Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing theory, 3(2), 267-286. https://doi.org/10.1177/14705931030032004
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139. https://doi.org/10.1108/AJEMS-03-2013-0031
Cleff, T., Dorr, S., Vicknair, A., & Walter, N. (2013). Brand experience - how it relates to brand personality, consumer satisfaction and consumer loyalty. An empirical analysis of the Adidas brand. Interdisciplinary Management Research, 9(31), 731-754.
Cruz, C. S. L. (2013). Um estudo sobre a satisfação e lealdade dos consumidores na distribuição moderna aplicando o modelo europeu de satisfação do cliente. (Dissertação de Mestrado). Universidade Fernando Pessoa, Porto, Portugal.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
Ebrahim, R. S. (2013). A Study of Brand Preference: An experiential view. (Doctoral Thesis). Brunel Business School, London.
Escobar-Farfán, M., & Sánchez, C. M. (2016). Modelos de personalidad de marca: una descripción de 1997 a 2015. Revista Academia & Negocios, 2(2), 29-42.
Fang, Y., Qureshi, I., Sun, H., Mccole, P., Ramsey, R., & Lim, K. H. (2014). Trust, satisfaction, and online repurchase intention: the moderating role of perceived effectiveness of e-commerce institutional mechanisms. Mis Quarterly, 38(2), 407-427.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. DOI: 10.2307/1252129
Fornell, C., Johson, M., Anderson, E., Cha, J., & Bryant, B. (1996). The american customer satisfaction index: nature, purpose and findings. Journal of Marketing, 60(4), 7-18. DOI: 10.2307/1251898
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
Freling, T. H., & Forbes, L. P. (2005). An examination of brand personality through methodological triangulation. Journal of brand management, 13(2), 148-162. https://doi.org/10.1007/s11747-010-0208-3
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372-1388. https://doi.org/10.1108/03090560510623307
Hair Jr., J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tathan R. L. (2009). Multivariate Data Analysis. Upper Saddle River: Prentice Hall.
Hirschman, E. C, & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. DOI: 10.2307/1251707
Hsu, C., Chang, K., & Chen, M. (2012). The impact of website quality on customer satisfaction and purchase intention: perceived playfulness and perceived flow as mediators. Information Systems and e-Business Management, 10(4), 549-570. https://doi.org/10.1007/s10257-011-0181-5
Idc. (2018). Após dois anos, mercado de smartphones cresce em 2017 e atinge o segundo melhor desempenho de vendas. Retrieved from: http://br.idclatin.com/releases/news.aspx?id=2312. Access in 15/12/2018.
Jacoby, J. (1971). Brand loyalty: a conceptual definition. In Annual Convention of the American Psychological Association. Columbia, EUA.
Jacoby, J., Chestnut, R. W., & Fisher, W. A. (1978). A behavioural process approach to information acquisition in nondurable purchasing. Journal of Marketing Research, 15,532-544. DOI: 10.2307/3150623
Jung, H., & Soo, M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87-98.
Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4-5), 285-299. https://doi.org/10.1057/bm.2010.42
Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24(5), 439-452. https://doi.org/10.1057/s41262-017-0040-x
Khan, I., Rahman, Z., & Fatma, M. (2016). The role of customer brand engagement and brand experience in online banking. International Journal of Bank Marketing, 34(7), 1025-1041.
Keng; C-J., Tran, V- D., & Thi, T. M. L. (2013). Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9(3), 247-262. http://dx.doi.org/10.7903/cmr.11086
Kim, J. W., Lee, F., & Suh, Y. G. (2015). Satisfaction and loyalty from shopping mall experience and brand personality. Services Marketing Quarterly, 36(1), 62-76. https://doi.org/10.1080/15332969.2015.976523
Lee, D., Moon, J., Kim, Y., & Yi, M. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management, 52(3), 295-304. https://doi.org/10.1016/j.im.2014.12.001
Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869. https://doi.org/10.1007/s11747-010-0219-0
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
Lima, K. R., Moura, L. R. C., & Souki, G. Q. (2015). Proposição e teste de escala de avaliação da qualidade do metrô. Revista Pretexto, 16(3), 21-40. http://dx.doi.org/10.21714/pretexto.v16i3.2844
Lin, J. S., & Sung, Y. (2014). Nothing can tear us apart: The effect of brand identity fusion in consumer–brand relationships. Psychology & Marketing, 31(1), 54-69. https://doi.org/10.1002/mar.20675
Machado, C. M. da S. (2012). O impacto da personalidade da marca nos diferentes níveis de lealdade à marca–o caso das marcas do distribuidor. (Dissertação de Mestrado). Escola Superior de Tecnologia e Gestão de Leiria, Leiria, Portugal.
Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers' perceptions of the dimensions of brand personality. Journal of Consumer Behaviour, 10(5), 290-303. https://doi.org/10.1002/cb.355
Maehle, N., & Shneor, R. (2010). On congruence between brand and human personalities. Journal of Product & Brand Management, 19(1), 44-53. https://doi.org/10.1108/10610421011018383
Malhotra, N. K. (2013). Marketing Research: An Applied Orientation. Upper Saddle River: Prentice Hall.
Mengarelli, A. C. (2008). Dimensões da personalidade de marca: construção e validação de uma escala adaptada aos consumidores adolescentes. In XXII Encontro Nacional de Pós Graduação em Administração, Rio de Janeiro, Brasil.
Molinillo, S., Sandoval, J. L. X., Fernández-Morales, A., & Coca-Stefaniak, A. (2016). Hotel Assessment through social media: The case of Trip Advisor. Tourism & Management Studies, 12(1), 15-24. DOI: 10.18089/tms.2016.12102
Morrison, S, & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14(5), 410-21. https://doi.org/10.1057/palgrave.bm.2550080
Muniz Jr., A. M., & Schau, H. J. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, 31(4), 737-747. https://doi.org/10.1086/426607
Nunnaly, J. C., & Bernstein, I. H. (1994). Psychometric theory. New York: McGraw-Hill.
Nysveen, H., Pedersen, P. E., & Skard, S. (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404-423. https://doi.org/10.1057/bm.2012.31
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing Research, 63, 33-44. DOI: 10.2307/1252099
Oliver, R. L. (1980). A congitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469. DOI: 10.2307/3150499
Özer, S. U., & Köse, B. Ç. (2013). Research on the relationship between brand experience and brand name with customer satisfaction. Journal of Tourism and Hospitality Management, 1(1), 10-20.
Palmer, A. (2010). Customer experience management: a critical review of an emerging idea. Journal of Services Marketing, 24(3), 196-208. https://doi.org/10.1108/08876041011040604
Pedragosa, V., & Correia, A. (2009). Expectations, satisfaction and loyalty in health and fitness clubs. International Journal of Sport Management and Marketing, 5(4), 450-464. 10.1504/IJSMM.2009.023371
Petruzzellis, L., D'uggento, A. M., & Romanazzi, S. (2006). Student satisfaction and quality of service in Italian universities. Managing Service Quality: An International Journal, 16(4), 349-364. https://doi.org/10.1108/09604520610675694
Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 2-35. https://doi.org/10.1108/09596119910293231
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21(7/8), 664–683. https://doi.org/10.1057/bm.2014.23
Sahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioural Sciences, 24, 1288-1301. doi:10.1016/j.sbspro.2011.09.143
Santos, P. H. dos, Moura, L. R. C., Vasconcelos, F. C. W., & Cunha, N. R. da S. (2017). Avaliação da qualidade de serviços educacionais em uma instituição pública de ensino superior e suas consequências. Desafio Online, 5(2), 179-199.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(3), 53-67. https://doi.org/10.1362/026725799784870496
Schmitt, B. H., Brakus, J., & Zarantonello, L. (2014). The current state and future of brand experience. Journal of Brand Management, 21(9), 727-733. https://doi.org/10.1057/bm.2014.34
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand loyalty brand image and brand equity: the mediating role of brand awareness International. Journal of Innovation and Applied Studies, 19(2), 416-423.
Sheth, J. N., Mittal, B., & Newman, B. I. (2001). Comportamento do cliente: indo além do comportamento do consumidor. São Paulo: Atlas.
Souza, A. A. (2009). Satisfação, lealdade, fidelização e retenção de clientes. In V Congresso Nacional em Excelência em Gestão. Niteroi, Brasil.
Starcevic, S. (2016). Why we need to extend the classical model of brand personality: the practical value of brand personality measuring tool for marketers. In XII Convibra International Conference, Brasil.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661. https://doi.org/10.1002/mar.20349
Sung, Y., & Tinkham, S. F. (2005). Brand personality structures in the United States and Korea: Common and culture-specific factors. Journal of consumer psychology, 15(4), 334-350. https://doi.org/10.1207/s15327663jcp1504_8
Thuy, V. T. N., & Thao, H. D. P. (2017). Impact of students’ experiences on brand image perception: the case of Vietnamese higher education. International Review on Public and Nonprofit Marketing, 14(2), 217-251. https://doi.org/10.1007/s12208-016-0171-x
Tsai, Y-C., Chang, H-C., & Ho, K.-C. (2015). A Study of the relationship among brand experiences, self-concept congruence, customer satisfaction and brand preference. Contemporary Management Research, 11(2), 97-116. http://dx.doi.org/10.7903/cmr.12970
Yoon, S., Kim, S., Kim, J., & You, Y. (2016). A study on the impact of consultants’ nonverbal communication on customer satisfaction, trust, and long-term relationship orientation of the client firm. Indian Journal of Science and Technology, 9(26), 1-8. 10.17485/ijst/2016/v9i26/97287
Walls, A., Okumus, F., Wang, Y. R., & Kwun, D. J-W. (2011). Understanding the consumer experience: An exploratory study of luxury hotels. Journal of Hospitality Marketing & Management, 20(2), 166-197. https://doi.org/10.1080/19368623.2011.536074
Walter, N., Cleff, T., & Chu, G. (2013). Brand experience's influence on customer satisfaction and loyalty: a mirage in marketing research? International Journal of Management Research and Business Strategy, 2(1), 130-144.
Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17(7), 532-540. https://doi.org/10.1057/bm.2010.4
Zentes, J., Morschett, D., & Schramm-Klein, H. (2008). Brand personality of retailers - an analysis of its applicability and its effect on store loyalty. The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184. https://doi.org/10.1080/09593960701868282
Downloads
Published
How to Cite
Issue
Section
License
Instructions for filling in the Certification of Originality and the Copyright Transfer:
Keep in mind that by pressing the "save and continue" button at the end, you are assuming all the ethical and legal commitments set forth herein. They establish the responsibilities of the legislation on intellectual property rights. For this it is assumed that whoever is carrying out the action of presenting the written work in good faith and represents himself and the other authors of the postulated article.
In this sense, the authors retain all the rights of which they are owners and authorize the free reproduction of the document sent. In the event of being necessary, they will assume, by pressing the "save and continue" button, the legal responsibility derived from the patrimonial rights which are free because of the non-payment by any procedure of the Journal.
Consequently, the author (s) represented by the person who advances the postulation of the article for evaluation and eventual publication,
I (We) declare:
1. I am (we are) the author (s) of the article {here is the name of the article placed automatically}.
2. This is an original work in accordance with the intellectual property law of Colombian copyright.
3. The content of the article of the reference has not been published and that it will not be submitted to any other means of publication in written or electronic support before knowing the decision of the Editorial Committee of Dimensión Empresarial.
4. The signer of this certification guarantees that the commitment acquired here does not infringe any third-party rights.
5. The publication authorization includes its electronic file and its adaptation, if necessary, for its incorporation in the network or in any electronic format or database, as well as attaching the necessary metadata to register the work, trademarks of water or any other security or protection system.
6. The publication authorization includes reproduction on digital media. As well as its distribution and making available through institutional archives through the Internet, distribute copies, and exhibit it in Colombia and outside the country, as well as include the article in national and international indexes.
7. The author assumes all responsibility, including compensation for damages, that could be exercised against the Universidad Autónoma del Caribe by third parties who violated their rights and interests because of the assignment.
For its part, Dimension Empresarial undertakes to respect in any case the rights of the author contained in Article 30 of Law 23 of 1982, or any after it and will make the article available to the users of the Journal so that make a legitimate use of it, as permitted by the applicable legislation, provided that its authorship is cited, commercial benefit is not obtained, and derivative works are not made.
The authors agree to accept the conditions of this intellectual property note, which will be applied to this submission when it is published in this journal.
