Positive Correlation Between Experience Marketing Strategies and The Consumer Relationship with The Brands
Authors: Carmen Elisa Lerma Cruz & Marian Núñez Cansado
Universidad Autónoma de Occidente – Colombia
The aim of this article is to confirm the relationship between the experience marketing strategies implemented by apparel brands for men and women and the strengthening the consumer’s relationship with the brand. To obtain the data, a multi-factor scale questionnaire was constructed. For the “brand value” factor, the dimensions proposed by Asker (1991) we taken as a reference. To evaluate the factor “relationship with the brand”, the dimensions proposed by Ahuvia, Bagozzi and Batra (2012), and Fournier (1994) were used. Finally, to evaluate the brand experience factor, the dimensions of the scale proposed by Brakus, Schmitt and Zarantonello (2009) we adopted. The objective of this research was to establish the influence of the marketing strategies of the experience in the brand preference and in the construction of the brand image. Dimensions such as brand loyalty, perceived quality – leadership (popularity, brand concept, product perception, product acceptance), partnership – brand differentiation (personality, brand positioning, values associated with the brand) and knowledge of the brand (top of mind – preference) obtained high scores in brand that implement experience marketing strategies. It is evident that the sensorial stimulation generated by the shop windows and the experience marketing strategies make consumers stop, enter and buy in stores; besides contributing to the strengthening of consumer relations with brands.