... Generation Z after their participation in a brand experience within Roblox’s VR-based metaverse via Oculus Quest 2. The data were analyzed via structural equation modeling with LISREL 8.80 and SPSS software. Findings The results indicate that perceived immersion positively influences eudaimonic well...

... storytelling entails strategically integrating game mechanics into a brand's narrative, aiming to enhance its effectiveness and influence consumer engagement and response. Gamification seeks to enhance brand experience in online contexts and marketing communication (Wolf et al., 2020) and thus has...

..., with “inspired by” (activation) as the first step followed by “inspired to” (intention). In addition, the results highlighted the role of brand experience and openness to experience as antecedents to customer inspiration, while customer satisfaction, brand engagement in self-concept, brand affect, word of mouth...

...Feisal Murshed; Abhishek Dwivedi; Tahmid Nayeem Purpose This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity...

...Fayrene Chieng; Piyush Sharma; Russel PJ Kingshott; Rajat Roy Purpose This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand...

... disciplines, 267 sources were selected, marketing (148), philosophy (90) and psychology (29). To address definitional issues the analysis focused on enlightening four premises. Findings This paper posits that the term brand experience can be used in all marketing-related experiences and proposes four...

... 2020 Emerald Publishing Limited Licensed re-use rights only Higher education Brand experience Experiential value Normative influence Brand spokesperson Abhishek Mishra can be contacted at: abhishek.y.mishra@iiml.org 17 11 2019 03 04 2020 13 06 2020 20 07 2020...

...Maria Vernuccio; Michela Patrizi; Alberto Pastore Purpose By adopting a managerial perspective, this study aims to deepen how the strategic role of brand voice is conceived in the design of in-car name-brand voice assistants (NBVAs), how the brand experience based on NBVAs is designed and how...

... with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers...

... of the extraordinary brand experience copycats in which they have participated, it becomes possible to detect the meanings they ascribe to imitations of experiential features as opposed to experiential themes. Design/methodology/approach The paper is based on the ethnographic study of a group of individuals who...

...Liezl-Marié van der Westhuizen Purpose This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as a mechanism through which a self-brand...

... Limited 2017 Emerald Publishing Limited Licensed re-use rights only Brand engagement Brand experience Brand communities Brand management Brand love Brand relationships Consumer brand equity Financial brand equity Brand hate Brand as a person Since its inception, the Journal...

...-administered questionnaires. Findings Results show that brand experience and self-expression have significant positive impacts on consumer-brand relationships. Brand experience plays a more important role, compared with transformational benefits, in this process. Theoretical and managerial implications...

...Wondwesen Tafesse Purpose This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the experiential affordances of Facebook brand pages along perceptual, social, epistemic...

...Imran Khan; Zillur Rahman Purpose The purpose of this paper is to develop and validate a multi-dimensional scale to measure retail brand experience. Design/methodology/approach Literature review and open-ended survey have been carried out to generate an initial pool of items. Item reduction...

... for both functional and hedonic brands. Findings The different pathways are developed formally for both brand types. Different facets of brand experience and different facets of interactivity are entailed for each brand type. The models are illustrated with actual brands. Research limitations...

.... Brand personality Consumer psychology Brand congruency Product Brand experience Self image At its origin, the branding literature has focused on “singular brands”, though in reality consumers regularly evaluate “a complex plurality of brands” (Jevons et al., 2005 , p. 300...

... average of their brand equity values. Findings – Findings show that existing CBBE scales and related brand dimensions partially explain FBBE, namely, sustainability and brand experience, and that the product category contributes significantly in explaining FBBE. In addition, brand experience...