IUP Publications Online
Home About IUP Magazines Journals Books Archives
     
Recommend    |    Subscriber Services    |    Feedback    |     Subscribe Online
 
  The IUP Journal of   Brand Management :
The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions
:
:
:
:
:
:
:
:
:
 
 
 
 
 
 
 
 

The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational elements of brand experience. Although online brand experience lacks physical presence such as a store, it still has the possibility to create a virtual brand experience through visual, audible, gaming or community-based features, which in turn can lead to improved brand image and to behavioral and attitudinal brand loyalty. The present empirical research investigates the influence of the five different types of online brand experiences—sensory, affective, cognitive, behavioral and relational—and the website usability on brand loyalty through an empirical study of the travel website qyer.com in China. The respondents (n = 69), i.e., users of the qyer.com website, confirm through a standardized online survey the positive impact of online brand experience on brand loyalty. Especially affective and behavioral brand experience impacts brand loyalty. Sensory, cognitive and relational brand experiences have a slightly lower but significant impact. Website usability shows the lowest impact. The study proves the significance of online brand experience to create brand loyalty and identifies the most important dimensions of brand experience.

 
 
 

Brand experience engages the customers’ senses and emotions. It can create an emotional connection to a brand leading to improved brand image and increased brand loyalty. In a physical store, customers can use all five senses: see, touch, smell, taste and try out a brand. Online brands lack this physical presence, but they still have the possibility to create a virtual brand experience through audio, video, games or communities. Especially, interactivity with users offer an opportunity to create an emotional bond, possibly even stronger than in the case of offline brand experience. This can lead to a favorable attitude and repeat purchase of the brand, hence to increased brand loyalty.

 
 
 

Brand Management Journal, Brand Experience, Reasons for the Evolution of Experiential Marketing, Measuring Brand Experience, Online Brand Experience.