Short answer
Prioritize the design of customer journeys that are not only functional but also emotionally resonant, fostering active participation and connection with the brand.
- Field
- Innovation & Markets
- Source
- Ekuitas Jurnal Pendidikan Ekonomi (2023)
- Method
- Quantitative research using Structural Equation Modeling (SEM) with Partial Least Squares (PLS).
- Sample
- 100 participants
- Evidence
- Strong effect
A positive brand experience significantly increases a customer's intention to buy, with brand engagement acting as a crucial mediating factor. This innovation & markets research insight is drawn from a 2023 study published in Ekuitas Jurnal Pendidikan Ekonomi. Using Quantitative research using structural equation modeling (sem) with partial least squares (pls). with 100 participants, researchers explored how this design variable affects real-world outcomes. The key 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.
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
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.
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.
Method & Evidence
Variables
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?
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.
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.
Add to My Project
Quick Cite
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.
Source
Ekuitas Jurnal Pendidikan Ekonomi
Experience in Intention to Buy: Engagement as a Mediation in Retail Skincare Product
journal · 2023
View sourceQuestions 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.