THE INFLUENCE OF BRAND EXPERIENCE IN ATTITUDE AND PURCHASE INTENTION: THE RED BULL CASE
Keywords:
Experience, Attitude, Brand, Purchase Intention.Abstract
Brands have been focusing in developing strategies that look at memorable and unique experiences for the consumers. This requirement means to seek a relationship of involvement, turning simple consumers into fans, trying to reach high levels of loyalty. This study, framed in the area of experiential marketing, aims to apprehend the experiential evaluation the consumers make of a brand and their purchase intention. For that purpose it was applied to Red Bull the brand experience scale of Brakus et al (2009) divided in four different dimensions, namely the sensorial, affective, intellectual and behavioral dimensions, based on the responses of a sample of 454 individuals.The data analysis strategy was based on the data reduction techniques, namely cluster analysis, with the goal of identifying experience components of the brand and the groups of consumers. Following that was the evaluation of the relationship between those components, the brand attitude and the purchase intention. Conclusions based on the dimensions of brand experience scale indicate the existence of four different profiles of consumers. One first group with high experiential profile in every dimension, a second group that only appreciate the sensorial dimension, a third group who devalue any experiential strategy and a last one who appreciate all the experiential dimensions, except the behavioral dimension. Brand Attitude have a positive and significant influence on purchase intention of the consumers, but contrary to what would be expected this influence is not higher in the group of high experiential consumers of the brand experience.
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Published
11.04.2013
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Marketing
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How to Cite
THE INFLUENCE OF BRAND EXPERIENCE IN ATTITUDE AND PURCHASE INTENTION: THE RED BULL CASE. (2013). Tourism & Management Studies, 303-315. https://www.tmstudies.net/index.php/ectms/article/view/430