Positive Brand Experience and Personality Drive Customer Value
A strong brand experience and clearly defined brand personality significantly enhance a customer's perceived experiential value.
Contemporary Management Research · 2013
Key Findings
- 01Brand experience has a positive influence on customer value.
- 02Brand personality has a positive effect on customer experiential value.
- 03Brand experience has a positive influence on brand personality.
Application
Design takeaway
Prioritize the creation of authentic and memorable brand experiences that are intrinsically linked to a well-defined brand personality to maximize customer perceived value.
How to apply
When developing a new product or service, consider how its design, user interface, and overall interaction will contribute to a positive brand experience and reinforce the desired brand personality.
Project actions
- 01Clearly define the brand personality you want to convey through your design.
- 02Consider all touchpoints of the user journey to ensure a consistent and positive brand experience.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Empirical testing of a theoretical model.
- +Use of statistical software for rigorous analysis.
Limitations
Generalizing findings across different cultures and product types requires further investigation.
Reliability & validity
The study's reliability and validity would depend on the psychometric properties of the survey instruments used and the robustness of the statistical modelling.
Think critically
How might the specific design elements (e.g., color palette, typography, interaction design) of a product or service influence both brand experience and brand personality?
Design Principles
"Brand experience and personality are synergistic drivers of customer value."
Understanding how brand elements interact to shape customer perception is crucial for developing effective marketing strategies. Designers and marketers can leverage this insight to create more resonant brand identities and experiences that foster deeper customer engagement and loyalty.
What This Means for Your Design
Making customers feel good about interacting with a brand (brand experience) and giving the brand a clear character (personality) makes customers value it more.
How to use in your project
- 1.Use this research to justify design decisions aimed at enhancing brand perception and customer value in your design project.
Add to My Project
Quick Cite
(2013). Relationships among Brand Experience, Brand Personality, And Customer Experiential Value. Contemporary Management Research. https://doi.org/10.7903/cmr.11086 Retrieved from https://designdex.org/study/852adf55-c8b7-4826-8278-4beb5386c4ad/positive-brand-experience-and-personality-drive-customer-value
Paragraph starter
This study by Keng, Tran, and Le Thi (2013) highlights that a positive brand experience and a well-defined brand personality are critical drivers of customer experiential value. Their research indicates that investing in design that fosters a strong brand experience can directly enhance customer value and, importantly, can also shape the perception of the brand's personality, creating a virtuous cycle of engagement.
Source
Contemporary Management Research
Relationships among Brand Experience, Brand Personality, And Customer Experiential Value
journal · 2013
View sourceQuestions about this research
- What does the research say about positive brand experience and personality drive customer value?
- Prioritize the creation of authentic and memorable brand experiences that are intrinsically linked to a well-defined brand personality to maximize customer perceived value. Evidence: Contemporary Management Research (2013).
- Why does "Positive Brand Experience and Personality Drive Customer Value" matter for design?
- Understanding how brand elements interact to shape customer perception is crucial for developing effective marketing strategies. Designers and marketers can leverage this insight to create more resonant brand identities and experiences that foster deeper customer engagement and loyalty.
- How can designers apply this research?
- Prioritize the creation of authentic and memorable brand experiences that are intrinsically linked to a well-defined brand personality to maximize customer perceived value.
- What were the main findings?
- Brand experience has a positive influence on customer value.. Brand personality has a positive effect on customer experiential value.. Brand experience has a positive influence on brand personality.
- What research method was used?
- Empirical Survey and Structural Equation Modelling with 270 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2013 journal from Contemporary Management Research.
- What should I do differently in my next project?
- When developing a new product or service, consider how its design, user interface, and overall interaction will contribute to a positive brand experience and reinforce the desired brand personality.
- What are the limitations?
- The study was conducted in Taiwan, and findings may not be universally generalizable. The specific industry or product category was not detailed, which could influence results.
- Is there evidence that brand affects design outcomes?
- The study found that a positive brand experience leads to higher customer value, a distinct brand personality increases customer experiential value, and that the brand experience itself can shape the perception of brand personality. Understanding how brand elements interact to shape customer perception is crucial for d Source: Contemporary Management Research (2013).
- Where does this brand experience research apply?
- Consumer goods and services marketing It sits within innovation & markets research on designdex.org.
Related research topics
brand design research · evidence on brand · does brand improve design outcomes · brand experience studies for designers · brand and brand experience findings · innovation & markets research evidence