Relationships among Brand Experience, Brand Personality, And Customer Experiential Value

Abstract

The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in Taiwan is used to test the hypotheses. Data are analyzed using Amos 17 to understand the effect of the research model. The empirical results reveal that brand experience positively influenced customer value, brand personality positively affected customer experiential value, and brand experience positively affected brand personality. Keywords: Brand Experience, Brand Personality, Customer Experiential Value To cite this document: Ching-Jui Keng, Van- Dat Tran, and Tuyet Mai Le Thi, "Relationships among Brand Experience, Brand Personality, And Customer Experiential Value", Contemporary Management Research, Vol.9, No.3, pp.247-262, 2013. Permanent link to this document: http://dx.doi.org/10.7903/cmr.11086