Brand experimental value versus brand functional value: which matters more for the brand?

Published on Nov 13, 2015in European Journal of Marketing
· DOI :10.1108/EJM-02-2014-0129
Elena Delgado-Ballester16
Estimated H-index: 16
(University of Murcia),
Estela Fernández Sabiote3
Estimated H-index: 3
(University of Murcia)
Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM). It also analyzes whether the impact of these brand values in building brand outcomes depends on consumers’ age. Design/methodology/approach – Information was collected from a sample of 332 consumers by personal interviews. Respondents provide information about their consumption experiences with a specific brand from a stated list of 14 experiential and non-experiential brands. Findings – Results suggest that the effect of brand experiential value on brand equity and consumer-brand identification was higher than that of brand functional value. By contrast, positive WOM was more influenced by brand functional value. Furthermore, the results also confirm that as consumers age, brand experiential value exhibits a significant higher effect than brand functional value on brand outcomes. Res...
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