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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Iman Khalid A-Qader, Azizah Binti Omar, Mohammad Rabiul Basher Rubel
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DOI:10.17265/2328-2185/2017.01.003
Affiliation(s)
Iman Khalid A-Qader, lecturer, School of Management, University Sains Malaysia, Penang, Malaysia.
Azizah Binti Omar, associate professor, School of Management, University Sains Malaysia, Penang, Malaysia.
Mohammad Rabiul Basher Rubel, associate profesor, Department of Business Administration, Stamford University, Dhaka, Bangladesh.
ABSTRACT
This study intends to highlight the power of affective brand experience dimension and link how it can influence brand equity of smartphone users in Malaysia. Measurement items for affective brand experience dimension and brand equity were developed by integrating existing literature and qualitative in-depth interviews with students who own and use a smartphone. Therefore, 359 usable questionnaires were returned. Data were analyzed using PLS-SEM to test the influences of affective brand experience dimension on brand equity. The study found that affective brand experience dimension is an important factor influencing brand equity of smartphone users in Malaysia. The study provides evidence that the affective brand experience dimension positively influences brand equity. The distinctive contribution of this research is that it examines the influence of affective brand experience dimension on customer-based brand equity in the context of smartphone brands in the Malaysian emerging markets. Such work is essential in understanding the importance of experiential marketing in an emerging economy such as Malaysia for building a strong smartphone brand.
KEYWORDS
affective brand experience dimension, brand equity, millennial generation
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