The DOI matches its Crossref record; 154 of the 154 references it cites were found in a registry or an index.
How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy
Open accessAbstract
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.
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Pelau, C., Dabija, D.-C., & Ene, I. (2021) · Computers in Human Behavior · doi:10.1016/j.chb.2021.106855 · Cited by 889
Batat, W. (2024) · Journal of Strategic Marketing · doi:10.1080/0965254x.2022.2059775 · Cited by 214
Kim, J.-H., Kim, M., Park, M., & Yoo, J. (2023) · Telematics and Informatics · doi:10.1016/j.tele.2022.101936 · Cited by 188
An attention-based view of AI assimilation in public sector organizations: The case of Saudi Arabia
Alshahrani, A., Dennehy, D., & Mäntymäki, M. (2022) · Government Information Quarterly · doi:10.1016/j.giq.2021.101617 · Cited by 106
Metadata
- Authors
- Iglesias, O., Markovic, S., & Rialp, J.
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2019-03
- Volume
- 96
- Pages
- 343-354
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2808914681
- Cited by
- 423
- References
- 154
- FWCI
- 58.46
- Type
- journal article
- Language
- en
- Open access
- bronze
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- Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.05.043
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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