Investigating the ascendancy of brand experience on brand equity: A Literature review

V. Sasivardhini * and M. Kalaivani

Faculty of Management, SRM Institute of Science and Technology, Vadapalani-600 026, Chennai, Tamilnadu, India.
 
Review
International Journal of Science and Research Archive, 2024, 12(01), 625–634.
Article DOI: 10.30574/ijsra.2024.12.1.0830
Publication history: 
Received on 31 March 2024; revised on 10 May 2024; accepted on 13 May 2024
 
Abstract: 
This literature review aims to analyze the correlations amid brand experience and brand equity. The whole range of sensory, emotional, cognitive, and behavioral reactions that customers exhibit towards a brand is encompassed by brand experience. It highlights the significance of establishing memorable and meaningful engagements that surpass the practical characteristics of a product or service. The evaluation examines an extensive array of academic articles, research papers, and industry reports to get a thorough comprehension of the current body of knowledge about this correlation. The assessment additionally highlights certain deficiencies in the current body of knowledge. Additional investigation is necessary to understand the specific ways in which brand experience impacts brand equity. In summary, this literature study offers a thorough examination of the associating between brand experience and brand equity. The upshots indicate that brand experience is indispensable in constructing and improving brand equity. This statement emphasizes the importance of brand experiences in developing a strong brand value, and it advocates for additional research to enhance our comprehension of this connection in different circumstances. This review offers significant insights for marketing practitioners seeking to effectively maintain and enhance brand equity through strategic brand experiences.
 
Keywords: 
Brand experience; Brand equity; Sensory; Cognitive; Behavioral responses; Mechanisms
 
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