Track: Business Management

Abstract

The increasing competitiveness of businesses in recent time has encouraged many brands to be more creative in creating differentiation. However, winning the consumer with optimum pricing and excellent product quality are not considered as adequate by marketers (iMarketology 2020). Based on the recent marketing trends from Asia Marketing Federation (AMF), brand experience optimisation has become one of the most developing marketing trends in 2022 (Kurniawan 2022). Through unique consumer experience in product or services, a brand could develop a solid differentiation to win the business competition. Therefore, the purpose of this study is to understand the relation between consumer brand experience and consumer-brand relationship. This study focused on understanding whether optimal brand experience is related to better consumer-brand relationship. Within the theoretical framework of this research, four main elements in brand experience constructs such as sensory, affective, behavioural and intellectual experiences will be measured towards consumer-brand relationship elements such as brand trust, brand loyalty, and brand satisfaction. The brand attachment construct is also incorporated into the framework to determines whether brand attachment could affect the relationship between consumer brand experience and brand relationship. Using Sequential Equation Modelling (SEM) and SmartPLS 3 analysis software, around 200 participants will be assessed through online questionnaire regarding their experience with cosmetic brands that are attempting to optimize their consumer brand experience.