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Investigating the Influence of Brand Experience and Customer Experiential Values on Building Brand Resonance

Purpose – The changing dynamics of market and increasing competition have forced the companies to adopt new marketing tools for creating brand differentiation. One such tool that has gained momentum in past few years is brand
 experience. Brand experience is critical as there is a drift in the source of value for the customers; they are more experiential in nature. These are known as customer experiential values that are an outcome of positive brand experiences. Customers
 with positive brand experiences develop strong emotional associations with the brand. While trying to emotionally connect with the brand through experiences, customers exhibit certain behaviours. These are emotional associations, sense of brand
 community, advocacy engagement and loyalty. These strong emotional behaviors that consumers exhibit towards the brands is referred to as brand resonance. Therefore, the aim of this research is to examine the relationships between brand experiences
 (BE), customer experiential value (CEV) and brand resonance (BR) among the smartphone users. The study further explores the mediating role of customer experiential value on brand experience and brand resonance relationship.