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

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....