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.