publication . Other literature type . Article . 2017

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni;
  • Published: 15 May 2017
  • Publisher: Emerald
  • Country: Finland
Abstract
Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per ce...
Subjects
free text keywords: brändit, kuluttajat, consumer brand engagement, formative measurement, sensory brand experience, Management of Technology and Innovation, Strategy and Management, Nomological network, Structural equation modeling, Brand relationship, Brand engagement, Brand management, business.industry, business, Brand awareness, Public relations, Brand equity, Marketing, Cognition
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publication . Other literature type . Article . 2017

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni;