The Antecedents of Brand Experience within the National Automotive Industry

Abstract

Notably, brand experience has attracted attention in marketing management as marketers realize the importance how consumers experience brands is critical in developing marketing strategies for goods and services. However, there is too little emphasis on designing a customer journey that enhances the entire customer brand experience. The purpose of this study to investigate antecedents of brand experience within national automotive industry. This study develops PADI model and argues on how their model can help academicians and practitioners truly understand customers feel and provide service experiences that engage and delight them. In order to truly understand the customer brand experience, a holistic view of all interactions at all touch points, that is, during search, purchase, consumption and post-consumption. Besides that, it provides a better understanding of brand experience which facilitates the potential development of richer customer relationships. By doing so, it could be a competitive advantage for practitioners as consumers seek emotional attachment with the car brand. This valuable insight helps practitioners to exploit social media capturing potential consumers. This study empirically contributes towards developing a more valid and reliable brand experience's factor which is useful for decision making at the management level. Failure to capture potential consumers might influence national producers to bear the increased costs associated with managing the brand as an assets that drive every strategic and investments decision. The originality of this research lies on the measurement scale of brand experience that makes a difference to customers during the national car consumption.