International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 11
Available Online: 1 September 2024
Author/s:
Zhang, Xiaolei
Batangas State University, Philippines (18519201026@163.com)
Abstract:
This study examined the effects of brand experience on the brand equity of smartphone brands in Beijing, China. This specifically, determined the profile of the respondents in terms of sex, age, highest educational attainment, average monthly income, and brand of smartphone use. Moreover, brand equity with its determinants namely, brand quality, Brand associations and brand loyalty was assessed. On the other hand, the extent on how customer perceived the intensity of using brand experience was also determined through the variables namely sensory experience, cognitive experience, behavioral experience, relational experience and emotional experience. Lastly, a brand strategy roadmap was developed. The researcher used a descriptive method to gather the necessary data and information to answer the questions concerning the present status of the study. Likewise, the researcher also used data-gathering instruments like survey questionnaires to gather the information needed in the assessment of brand experience and brand equity. Likewise, there are a total of 400 respondents that participated in the conduct of the survey. The respondents are smartphone users in Beijing, China. The researcher used statistical treatment to analyze the data namely, frequency and percentage, mean, analysis of variance and Pearson’s correlation. Findings show that sensory experience has a significant effect on brand quality, brand association, and brand loyalty. Cognitive experience has a significant effect on brand quality and brand association but no significant effect on brand loyalty. Behavioral experience has a significant effect on brand quality and brand association but no significant effect on brand loyalty. Relational experience has a significant effect on brand loyalty but no significant effect on brand quality and brand association. Emotional experience has a significant effect on brand quality but no significant effect on brand association and brand loyalty. Brand Strategy roadmap was proposed based on the results of the study.
Keywords: brand experience, brand equity, brand quality, brand associations, brand loyalty, sensory experience, cognitive experience, behavioral experience, relational experience, emotional experience
DOI: https://doi.org/10.5861/ijrsm.2024.1248
Cite this article:
Zhang, X. (2024). Effect of brand experience to brand equity of smartphones in Beijing, China. International Journal of Research Studies in Management, 12(11), 15-23. https://doi.org/10.5861/ijrsm.2024.1248