| This study aims to explore the importance of brand experience and how brand experiences serviced as an antecedent of brand attitude and brand equity.We try to answer two core issues,i.e.,what constitutes brand experience and how’s its impact.This study uses questionnaire to collect data from Hong Kong’s cosmetics retail market,and a best-fit conceptual model was produced.The measurement model is an expanded model with multidimensional constructs,it demonstrates that how brand experience at different touchpoints affect customer perceived value,brand preference and brand loyalty.Firstly,the model demonstrates that brand experience has a positive effect on customer perceived value,brand preference and brand loyalty.Secondly,this model adds an important construct to the model which is missing in traditional customer perceived value study,i.e.,the effect of sales promotion on customer perceived value.Thirdly,in order to better understand value-driven factors,this study provides some insights on how sales promotion and advertising’s impact on emotional related brand preference.This model is very important in academic research,marketers can use this model to evaluate,plan and track the experience that the brand offered.In particular,this study explores both individual and combined effects of two key pre-consumption experience elements(advertisement and sales promotion)on customer perceived value;the individual effects of four key brand touch points(sales promotion,product,service and price)during consumption on customer perceived value.It also investigates the mediator effect of brand preference on the relationship between perceived value and brand loyalty.The results of SEM analysis show that a)both advertisement and sales promotion have positive influence on brand preference;b)sales promotion,service,price and product experience contribute positively to perceived value;c)both perceived value and brand preference have positive impact on brand loyalty;d)acting as mediators,self-congruity have positive influence on the relationships among brand experience,customer perceived value and brand loyalty.As a medium for brand strategy and brand experience,customer perceived value is critical for service organization to improve and develop new service.Brands not only create functional values or symbolic values,they also provide values that brand owners and customers co-created.This study provides a new perspective regarding brand loyalty,i.e.,value cocreation.Firstly,we explore a practical framework that how customers evaluate values during the brand experiences,thus enterprises can think about what kind of experience they want to provide and what kind of experience that customer wants,then design relevant service.Secondly,we will discuss how to create a perfect experience when perceived value have a positive impact on brand loyalty,namely the consistency between brand promised values and brand values,the consistency between brand values and customer expectation,and the consistency between brand experience and brand strategy.Finally,the paper comes up with the concept of value cocreation,i.e.,three antecedents of value cocreation at the micro level and the six ways to cocreate value. |
