Study
Innovation & MarketsRecentStrong effect

Brand Experience Drives Purchase Intent Through Engagement in Retail

A positive brand experience significantly increases a customer's intention to buy, with brand engagement acting as a crucial mediating factor.

Ekuitas Jurnal Pendidikan Ekonomi · 2023

01

Key Findings

  • 01Brand experience has a significant positive effect on purchase intention.
  • 02Brand engagement mediates the relationship between brand experience and purchase intention.
  • 03Retailers need to increase brand engagement activities to attract and retain consumers.
02

Application

Design takeaway

Prioritize the design of customer journeys that are not only functional but also emotionally resonant, fostering active participation and connection with the brand.

How to apply

When designing marketing campaigns or product launches, consider how to create an immersive brand experience that encourages active customer participation and dialogue.

Project actions

  • 01When researching a product, consider how the user's experience with the brand influences their decision to buy.
  • 02Think about how you can design elements that encourage user engagement, not just interaction.
03

Method & Evidence

AimTo investigate the mediating role of brand engagement in the relationship between brand experience and purchase intention for retail skincare products.
MethodQuantitative research using Structural Equation Modeling (SEM) with Partial Least Squares (PLS).
ProcedureQuestionnaires were distributed to customers who had previously purchased from a specific retail store, measuring their brand experience, brand engagement, and intention to buy. Statistical analysis was then performed to determine the relationships between these variables.
Sample100 participants
ContextRetail skincare market

Variables

IVBrand Experience
DVIntention to Buy
CVDemographics of respondents, purchase history, specific retail store context.
04

Strengths & Limitations

Strengths

  • +Employs a robust statistical method (SEM-PLS) to analyze complex relationships.
  • +Focuses on a relevant and current aspect of marketing and consumer behavior.

Limitations

The findings might be specific to the skincare industry and may not apply to all product categories. The sample size is relatively small.

Reliability & validity

The use of SEM-PLS suggests an attempt to establish both reliability (consistency of measures) and validity (accuracy of what is measured) through statistical analysis of the survey data.

Think critically

How might cultural factors or specific market dynamics in different regions influence the strength of the relationship between brand experience, engagement, and purchase intent?

05

Design Principles

"Cultivate brand experiences that actively engage users, as this engagement is a key driver of purchase intent."

In competitive retail environments, understanding how to cultivate a strong brand experience is paramount. This research highlights that actively engaging customers through their brand interactions is key to translating positive experiences into tangible purchase decisions and fostering long-term loyalty.

06

What This Means for Your Design

Making customers feel good about a brand and getting them involved with it makes them want to buy more products.

How to use in your project

  • 1.Use this research to justify the importance of brand experience and engagement in your design project's context.
  • 2.Refer to this study when discussing how your design choices can impact customer perception and purchasing behavior.
07

Add to My Project

08

Quick Cite

(2023). Experience in Intention to Buy: Engagement as a Mediation in Retail Skincare Product. Ekuitas Jurnal Pendidikan Ekonomi. https://doi.org/10.23887/ekuitas.v11i1.57741 Retrieved from https://designdex.org/study/f80f1d99-72bf-4962-9160-7504a3041d4c/brand-experience-drives-purchase-intent-through-engagement-in-retail

Paragraph starter

Research indicates that a positive brand experience significantly influences a customer's intention to purchase, with brand engagement acting as a critical mediator. This suggests that for any product or service, designing for memorable experiences and fostering active customer involvement can directly impact commercial success.

09

Source

Ekuitas Jurnal Pendidikan Ekonomi

Experience in Intention to Buy: Engagement as a Mediation in Retail Skincare Product

journal · 2023

View source

Questions about this research

What does the research say about brand experience drives purchase intent through engagement in retail?
Prioritize the design of customer journeys that are not only functional but also emotionally resonant, fostering active participation and connection with the brand. Evidence: Ekuitas Jurnal Pendidikan Ekonomi (2023).
Why does "Brand Experience Drives Purchase Intent Through Engagement in Retail" matter for design?
In competitive retail environments, understanding how to cultivate a strong brand experience is paramount. This research highlights that actively engaging customers through their brand interactions is key to translating positive experiences into tangible purchase decisions and fostering long-term loyalty.
How can designers apply this research?
Prioritize the design of customer journeys that are not only functional but also emotionally resonant, fostering active participation and connection with the brand.
What were the main findings?
Brand experience has a significant positive effect on purchase intention.. Brand engagement mediates the relationship between brand experience and purchase intention.. Retailers need to increase brand engagement activities to attract and retain consumers.
What research method was used?
Quantitative research using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). with 100 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Ekuitas Jurnal Pendidikan Ekonomi.
What should I do differently in my next project?
When designing marketing campaigns or product launches, consider how to create an immersive brand experience that encourages active customer participation and dialogue.
What are the limitations?
The study used judgmental sampling, which may limit the generalizability of the findings. The research was conducted in a specific geographical location (Salatiga, Central Java), potentially influencing consumer behavior.
Is there evidence that brand affects design outcomes?
Customers who have a better experience with a brand are more likely to buy from it, especially when they are actively engaged with the brand. This engagement acts as a bridge that strengthens the link between the experience and the decision to purchase. In competitive retail environments, understanding how to cultivate Source: Ekuitas Jurnal Pendidikan Ekonomi (2023).
Where does this experience research apply?
Retail skincare market It sits within innovation & markets research on designdex.org.

Related research topics

brand design research · evidence on brand · does brand improve design outcomes · experience studies for designers · brand and experience findings · innovation & markets research evidence