Relationship among brand experience, brand authenticity and brand equity
Abstract
Branding is one of the most concerning businesses in enterprises. There are
many common concepts when branding is discussed, such as brand equity, customer
loyalty, brand awareness, brand image, and so one. However, there are two concepts
that marketers and brand managers have been interacted recently in Vietnam – Brand
Experience and Brand Authenticity. In order to discover new criteria in branding
strategies, the author would like to develop a model including brand equity, brand
experience and brand authenticity. Thus, the basic purpose of this research is to
investigate the relationship between brand experience, brand authenticity, brand equity
and how those factors effect on customer satisfaction.
Conducted during 6 months, the study used a sample of 295 customers in
Ho Chi Minh City and Binh Duong Province to test the relations of the proposed model.
By empirical analysis, the study developed a new model presenting positive significant
relationships among brand experience, brand authenticity, brand equity and customer
satisfaction. Especially, it is a valuable contribution to branding subject that brand
experience positively effects the authenticity of the brand.
Drawing from the study’s findings, managerial implications are discussed.
Customers’ experience about brand can increase the authenticity and equity of the brand
in the market as well as understandings of what consumers feel about products/ services
in order to improve their satisfaction. Besides, limitations and future research directions
are also suggested at the end of the research.
Key words: brand experience, brand authenticity, brand equity, customer satisfaction.