How does Sensory Brand Experience Influence Brand Equity?

Considering the Roles of Customer Satisfaction, Customer Affective Commitment, and Employee Empathy

Oriol Iglesias, Stefan Markovic, Josep Rialp

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in this area. Additionally, and surprisingly, most of the research on service brand experience neglects the importance of employees. This study investigates the effect of sensory brand experience on brand equity in the banking industry, through customer satisfaction and customer affective commitment. It also examines whether employee empathy moderates the impacts of sensory brand experience on customer satisfaction and customer affective commitment. Based on data collected through a panel of 1739 customers, the hypothesized structural model is tested using path analysis. Results show that sensory brand experience has a positive indirect impact on brand equity, through customer satisfaction and customer affective commitment. Customer satisfaction positively influences customer affective commitment, and employee empathy negatively moderates the relationship between sensory brand experience and customer satisfaction.
Original languageEnglish
JournalJournal of Business Research
Volume96
Pages (from-to)343-354
Number of pages12
ISSN0148-2963
DOIs
Publication statusPublished - Mar 2019

Keywords

  • Sensory brand experience
  • Banking industry
  • Brand equity
  • Employee empathy
  • Customer affective commitment
  • Customer satisfaction

Cite this

@article{624eaad8e32a4eac8f76924fa35dc9f4,
title = "How does Sensory Brand Experience Influence Brand Equity?: Considering the Roles of Customer Satisfaction, Customer Affective Commitment, and Employee Empathy",
abstract = "Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in this area. Additionally, and surprisingly, most of the research on service brand experience neglects the importance of employees. This study investigates the effect of sensory brand experience on brand equity in the banking industry, through customer satisfaction and customer affective commitment. It also examines whether employee empathy moderates the impacts of sensory brand experience on customer satisfaction and customer affective commitment. Based on data collected through a panel of 1739 customers, the hypothesized structural model is tested using path analysis. Results show that sensory brand experience has a positive indirect impact on brand equity, through customer satisfaction and customer affective commitment. Customer satisfaction positively influences customer affective commitment, and employee empathy negatively moderates the relationship between sensory brand experience and customer satisfaction.",
keywords = "Sensory brand experience, Banking industry, Brand equity, Employee empathy, Customer affective commitment, Customer satisfaction, Sensory brand experience, Banking industry, Brand equity, Employee empathy, Customer affective commitment, Customer satisfaction",
author = "Oriol Iglesias and Stefan Markovic and Josep Rialp",
year = "2019",
month = "3",
doi = "10.1016/j.jbusres.2018.05.043",
language = "English",
volume = "96",
pages = "343--354",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

How does Sensory Brand Experience Influence Brand Equity? Considering the Roles of Customer Satisfaction, Customer Affective Commitment, and Employee Empathy. / Iglesias, Oriol; Markovic, Stefan ; Rialp, Josep.

In: Journal of Business Research, Vol. 96, 03.2019, p. 343-354.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - How does Sensory Brand Experience Influence Brand Equity?

T2 - Considering the Roles of Customer Satisfaction, Customer Affective Commitment, and Employee Empathy

AU - Iglesias, Oriol

AU - Markovic, Stefan

AU - Rialp, Josep

PY - 2019/3

Y1 - 2019/3

N2 - Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in this area. Additionally, and surprisingly, most of the research on service brand experience neglects the importance of employees. This study investigates the effect of sensory brand experience on brand equity in the banking industry, through customer satisfaction and customer affective commitment. It also examines whether employee empathy moderates the impacts of sensory brand experience on customer satisfaction and customer affective commitment. Based on data collected through a panel of 1739 customers, the hypothesized structural model is tested using path analysis. Results show that sensory brand experience has a positive indirect impact on brand equity, through customer satisfaction and customer affective commitment. Customer satisfaction positively influences customer affective commitment, and employee empathy negatively moderates the relationship between sensory brand experience and customer satisfaction.

AB - Building a favorable sensory brand experience is crucial in services settings to strengthen the competitive position of a brand and its equity. However, little empirical research exists in this area. Additionally, and surprisingly, most of the research on service brand experience neglects the importance of employees. This study investigates the effect of sensory brand experience on brand equity in the banking industry, through customer satisfaction and customer affective commitment. It also examines whether employee empathy moderates the impacts of sensory brand experience on customer satisfaction and customer affective commitment. Based on data collected through a panel of 1739 customers, the hypothesized structural model is tested using path analysis. Results show that sensory brand experience has a positive indirect impact on brand equity, through customer satisfaction and customer affective commitment. Customer satisfaction positively influences customer affective commitment, and employee empathy negatively moderates the relationship between sensory brand experience and customer satisfaction.

KW - Sensory brand experience

KW - Banking industry

KW - Brand equity

KW - Employee empathy

KW - Customer affective commitment

KW - Customer satisfaction

KW - Sensory brand experience

KW - Banking industry

KW - Brand equity

KW - Employee empathy

KW - Customer affective commitment

KW - Customer satisfaction

UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954921372648&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes

U2 - 10.1016/j.jbusres.2018.05.043

DO - 10.1016/j.jbusres.2018.05.043

M3 - Journal article

VL - 96

SP - 343

EP - 354

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -