摘要：In a race to differentiate their offeringsfrom those of others, companiesare now focusing on creating customer experiences. This has led toa new broader vision of branding, which leads to a more experiential lway of marketing brands. The objectiveof this research is to provide empirical evidence of the importanceof companies having an experiential brand. Based on the study by Brakus Schmitt y Zarantonello (2009), their brand experience scale was adapted to the context of consumption in Spain and Spanish brands. To this end, a questionnaire was used for gathering 278 observations of 15 different brands in 11 product categories. This research study shows that, in comparison to less experiential brands, those brands perceived as more experiential are related to higher levels of brand equity, customer-brand identification, and word of mouth.
其他摘要：In a race to differentiate their offeringsfrom those of others, companiesare now focusing on creating customer experiences. This has led toa new broader vision of branding, which leads to a more experiential lway of marketing brands. The objectiveof this research is to provide empirical evidence of the importanceof companies having an experiential brand. Based on the study by Brakus Schmitt y Zarantonello (2009), their brand experience scale was adapted to the context of consumption in Spain and Spanish brands. To this end, a questionnaire was used for gathering 278 observations of 15 different brands in 11 product categories. This research study shows that, in comparison to less experiential brands, those brands perceived as more experiential are related to higher levels of brand equity, customer-brand identification, and word of mouth.
关键词：Experiencias;marca;capital de marca;identificación;boca-oreja.;Experiential branding;consumer;brand equity;word of mouth;customer-brand identification.;Experiências;marca;ativo de marca;identificação;boca a boca.
