Dimensions and effects of brand experience and brand advocacy in the new generation consumer

Abstract

The present research examines the effect of brand experiences on brand advocacy behaviors within the new generation of consumers raised within the dynamics of the digital age. The impact of brand experiences on the levels of brand adoption and advocacy among this new generation of consumers, who have grown up in close interaction with technology, was analyzed using data collected from 930 mobile phone users. The dataset was analyzed through the Structural Equation Modeling (SEM) technique, which demonstrated that brand experiences positively affect brand advocacy. Especially physical shopping experiences and brand reliability/facilitation strongly trigger advocacy behaviors.” The research findings also reveal that the subdimensions of brand experience and brand advocacy highlight the necessity for brands to adopt strategies based on communicative brand experiences to build sustainable relationships with their target audiences. The results provide critical strategic insights for brands aiming to appeal to the digital consumer profile.

Keywords

• Brand experience
• Brand advocacy
• Consumer behavior
• Sustainability
• Experiential marketing
• New generation consumers

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