Sl.

n Article
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1.

Published

The IUP journal of Brand

1. Can You Feel It? The Effect of
Brand Experience on Brand Equity Management, Vol,Xl,
By Thomas cleff*, No.2, 2014
I chun LIn** and Nadine Walter***

2.

2. Measuring Customer-Based Brand

Equity through Brand Building
Blocks for Durables
By Rinalini P Kakati * and
Smritishikha Choudhury**

IUP Journal of Brand

Management. Jun2013,
Vol. 10 Issue 2, p24-41.
18p

3.

Relating Consumer-Based Sources

of Brand Equity to Market Outcomes

Advances in Consumer
Research. 1999, Vol. 26
Issue 1, p352-358. 7p.

By Steven N. Silverman- Washington State

University
David E.Sprott, Washington State University
Vincent J.Pascal, Washington State University

4.

Measuring Customer-Based Brand

Equity in Durable Goods Industry
by R.Dayanandan , Shobana

Journal of Marketing &

Communication.
Sep2008, Vol. 4 Issue 2,
p14-38. 25p

Research Topics:
1. A study on Customer-based brand equity model for Indian brand
and global brand of washing machines w.r.t to Hubli-Dharwar
region.
2. Caf coffee day?- The effect of Brand Experience on brand
equity and Market outcomes of Brand.

1. Can You Feel It? The Effect of Brand Experience on Brand Equity
By Thomas cleff*, I chun LIn** and Nadine
Walter***
Brand experience consists of sensory, affective, cognitive, behavioral
and relational stimuli that provide consumers with a pleasurable and
memorable experience. In contrast to traditional marketing, with its
emphasis on rational decision making based on functional benefits, it adds
an emotional element to marketing. It is therefore assumed to have a
positive impact on creating brand equity, i.e., brand awareness and brand
image.
This study measures the influence of five different types of experiences
sensory
(SENSE), affective (FEEL), cognitive (THINK), behavioral (ACT), and relational
(RELATE)on brand equity through an empirical study ..

Two aspects are highlighted:

1.This study analyzes the effect of experiential marketing (based on the
dimensions SENSE, FEEL, THINK, ACT and RELATE).
2. Brand equity (i.e., brand awareness (recall and recognition) and brand image
(attributes, benefits and attitudes).
The empirical study has revealed a positive impact of brand experience on brand
awareness and brand image. For Brand awareness SENSE and ACT constructs
brand recall, SENSE, FEEL ,ACT, AND RELATE on brand recognition.
Concerning Brand image , the impact of all five brand experience factors on
attribute, benefit and attitude- except Relate on Brand Benefit.

The results confirm a large positive impact of brand experience on

brand image (i.e., brand attribute, brand benefit, brand attitude), and a
somewhat slighter experience on brand awareness (i.e., brand recall and
recognition).
Sensory and affective dimensions have an especially large effectwith
cognitive, behavioral and relational to a lesser degree.
The study proves the significance of experiential marketing for creating
brand equity and identifies the most important dimensions of brand
experience.

2. Measuring Customer-Based Brand Equity through Brand

Building Blocks for Durables
By Rinalini P Kakati * and Smritishikha Choudhury**
This study evaluates global and Indian brands in the Consumer Durables
Sector by using Customer-Based Brand Equity Model (Keller, 2001). Six brand
building blocks, as referred by Keller (2001), were considered in the studyBrand
Salience, Brand Imagery, Brand Performance, Brand Judgment, Brand Feelings
and Brand Resonance.
Two aspects are highlighted:
1. Six brand building blocks , namely, brand salience, brand preference, brand
imagery, brand judgment, brand feelings and brand resonance. The last
building block, brand resonance, is considered to be the most important by
brand mangers as it has been experienced that high resonance leads to
high loyalty.
2. To measure the brand loyalty , it is separated into purchase loyalty and
attitudinal loyalty.

3. Relating Consumer-Based Sources of Brand Equity to Market

Outcomes
By Steven N. Silverman- Washington State University
David E.Sprott, Washington State University
Vincent J.Pascal, Washington State University
The concept of brand equity can be measured by Market-based outcomes and
consumer based outcomes. Paper presents two empirical studies that explore
this issue.
1. Compares consumer-based measures of brand awareness including
familiarity, favorability, and direct experience- to market outcomes of brand
value (annual sales, and the Financial Worlds measure of brand value.
2. Introduces a new method called affinity analysis to examine how brand
image-strength, uniqueness, and favorability of brand associations- may
different between two market leading brands.

Highlights of paper:
1. How consumer-based sources are related to market-based outcomes of
brand equity, and
2. Which elements of consumer-based knowledge structures may be closely
associated with market-based outcomes.
The overall implications for consumer research suggest that measures
of consumer-based brand perceptions are, at least to some extent,
accurate reflections of brand performance in the marketplace, particularly
with the affinity analysis. Moreover, global favorability, measures did not
show difference between brand favorability, where as affinity process did.