Research model of the impact of brand experience on brand equity - Application in service industry
Ngo Thi Hong, Ngo Thanh Sang, Bao Quoc Truong-Dinh, Dang Chung Kien/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Research Model of The Impact of Brand Experience on Brand
Equity - Application in Service Industry
Ngo Thi Honga, Ngo Thanh Sangb, Bao Quoc Truong-Dinhb*, Dang Chung Kienc
aCollege of Commerce – Danang, Vietnam
bUniversity of Economics – The University of Danang, Vietnam
cUniversity of Finance and Marketing, Ho Chi Minh City, Vietnam
ABSTRACT
Modern economy with increasingly fierce competition intensity among enterprises. Thus, the brand
increasingly play an important role to achieve a competitive position in the battle on the marketplace. Brands
are considered as the most valuable asset of the enterprises. Since brand management has become very urgent,
recently, development trends related to brand value which is "brand experience." The impact of brand
experience on the brand loyalty components, brand relationships are widely studied. But the relationship
between the brand experience and the brand equity in terms of composition and overall is just taken by a small
number of studies. On the other hand, the customer experience trend is getting higher, especially in the service
sector, characterized by invisibility, non-ownership, so the experience is the decisive factor to the success of a
service business. In the practical context in Vietnam, the concept of brand experience has not been studied and
applied widely. Therefore, it is necessary to propose a research model about the relationship between brand
experience and brand equity in the service business field in Vietnam. The article covers the concept of brand
experience, brand equity, theoretical model and the scale that explores the relationship between the brand
experience and the brand equity.
Keywords: Brand experience; brand equity; customer-base brand equity, service industry, aviation service.
1. Introduction
The development trend of the economy is now oriented to an economy of experience. Marketing mentality in
the 21st century is a marketing experience that is how to bring interesting experiences for consumers. In other
countries around the world, most marketers have started to apply marketing experience in their marketing
strategies.
The concept of customer experience has been around for a long time, but the term “customer experience” or
“brand experience” has just been explored and studied in terms of the effect of the brand experience to consumer
behavior by economic researchers. The study aims to assess relationships between brand experience and brand
loyalty, brand personality, or the impact of brand experience on brand equity, such as public consciousness,
branding commitment, etc. However, in the context of the research in Vietnam, the concept of brand experience
is quite new, not interested by researchers as well as not applied in practice. Therefore, to conduct a study related
to the relationship between brand experience and brand equity, it is necessary and appropriate to the real
* Corresponding author. E-mail address: [email protected]
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situation in Vietnam for some researches and synthesis from foreign researches in the service sector and product
areas which are the basis for proposing and developing a research model. At the same time, businesses come up
with many solutions to increase the value of brand experience for customers, one of the best solutions to improve
the value of brand assets based on customers, and simultaneously to help improve the competitiveness for
businesses in the current context.
2. Theory of brand experience and brand equity
2.1. Brand experience
2.1.1. Definition
From a marketing perspective, brand experience is defined as the experience of the customer, which is
derived from customer interactions with the company's products/ services. This experience has a variety of
degrees of feelings of customer perceptions, in other words, the experience of each customer is different when
using the same product / service. (Gentile, 2007).
Likewise, Brakus et al (2009) defined brand experience as "intrinsic and subjective responses (sensory,
emotional, and cognitive one), and behavioral responses triggered by brand agents involved in brand identity,
packaging, design, environment and communications". As such, brand experience is a multifaceted concept that
embraces the sensory, emotional, thinking and action experience of customers to the brand (Iglesias et al, 2011;
Brakus et al, 2009).
2.1.2. Components of Brand experience
According to Brakus et al. (2009), the brand experience includes the following components:
Sensory experience: Experience is from the five senses, customer value is created based on visual, olfactory,
auditory, tactile and taste provided by a brand. Thus, the sensory aspect means that the brand can create a strong
impression of sense when interacting with the customer.
Emotional experience: Emotional experience of the customer including feelings was created by the brand and
emotional link with the consumer. The positive mood that customers get with a brand is made by the strong
emotion, joy and pride of using that brand.
Thinking experience: The customer is motivated to create and develop thinking by the interaction with the
brand.
Behavioral experience: The customer gained this kind of experience when using the brand, it gives the
customer physical action. Customer value is the change of action and lifestyle by the interaction with the brand.
2.2. Brand Equity
2.2.1. Definition
2.2.1.1. Brand Equity (BE)
If the brand is considered as the tip of the iceberg, the sink lying beneath the ice - the part that determines the
survival of the company is the brand equity. According to Aaker (1991) and Keller (1993), brand equity is an
extremely important concept in practical business. Enterprises can only achieve sustainably competitive
advantages through a strong brand equity. A strong brand with a large brand equity will generate higher returns,
greater sales, greater branding opportunities, greater media effectiveness, intense customer’s interest and buying
intention. (Keller, 1993).
It is the fact that businesses do not just stop at developing their business by having a name, a symbol or a
message, but they try to get the name, logo, and message into the mind of the customer. Then, the brand brings
the value to the customer, and the company has created a position for its brand, this value can be said to be the
brand property that the business owns. "When a company creates a strong brand, it can create customer
preferences and set a defensive wall against its competitors," said Doyle.
According to Farquhar (1989), brand equity is the value added to a product by its brand name (a comparison
between a branded product and a non-branded product). According to Aaker (1991), brand equity is a collection
of assets and liabilities that increase or decrease the value provided by a product or service of a brand based on
the name and symbol of the brand for a company or (and) its customers. Keller (1993) argues that brand equity
is like a distinct influence of brand knowledge in consumer feedback on brand marketing, and high brand
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knowledge does increase brand choice. Next, Yoo & Associates (2000) proposed brand equity as a difference in
consumer choice between well-known brands and non-branded products in the same level of product
characteristics.
2.2.1.2. Customer-based Brand Equity (CBBE)
According to Keller (2003), Customer-based Brand Equity (CBBE) is the different effect that brand
knowledge creates in customer response to marketing activities of the brand or CBBE is value added that reflects
the way consumers think, feel and act to the brand (Kotler and Keller, 2011). In fact, a brand has positive CBBE
if the customer reacts well to a product and how it is marketed when they know that the product is branded rather
than do not know anything (such as when the product is given under a false or unnamed name). This means that
customers will be more likely to accept a new sub-brand of a brand that has a higher CBBE, is less sensitive to
price increases and the withdrawal of promotional support, or willingness to seek branding in a newer
distribution channel. In contrast, a brand will have the lower CBBE if customers react less favorably to products
and marketing activities when they know the product belongs to this brand, compared to when they do not know
about it.
Based on the above definition, it can be seen from the perspective of the CBBE model that brand equity
derives from the difference in customer response that is generated by the customer's brand knowledge: What the
customer knows, how he/she feels, what he/she sees and hears about the brand based on their previous
experience. In short, "brand knowledge is the key to create brand equity." The brand knowledge that marketing
managers create in the minds of consumers in the past will determine the true value and prospects of the brand in
the future. Therefore, what marketing managers need is to find a way to reproduce the brand knowledge in
customer memory.
By using a model of memory in psychology, the CBBE model identifies that brand knowledge consists of
two components: Brand awareness and brand image. Knowing the brand is the ability to recognize a brand and
remember the brand in different conditions. This is a necessary step, but not always enough to create brand
equity, usually the more important concept in this process is the brand image or the customer perception of a
brand reflected by associations in the minds of consumers. Getting to know the brand and the brand image are
the components of brand equity. Keller (2008) identifies "customer-based brand equity appears when customers
have a high level of awareness and familiarity with the brand and also have strongly significant and unique
associations of brands in their minds. "
2.2.2. Components of Customer-based Brand Equity (CBBE)
2.2.2.1. Brand awareness
Identifying brands is an important component of brand equity in most models of research (Aaker, 1991).
According to Aaker, brand awareness is the ability of a customer to identify and distinguish the characteristics of
a brand in a set of brands available in the market. Brand awareness includes: Brand awareness (have you ever
heard of this brand?); recall the brand (brand products you can recall); first recognition (What is the first brand
name that you can recall among the brand names you know?); The superiority of the brand (the only brand to be
remembered). According to Keller (1993), brand awareness refers to the presence of a brand in the minds of
consumers. Knowing the brand includes: recognizing the brand (Recoginition) and remembering the brand
(Recall).
Knowing the brand plays an important role in buying intentions because consumers tend to buy a familiar
brand and the product well known (Keller, 1993). Knowing the brand can help consumers identify a brand from
one type of product and make a purchasing decision. Knowing the brand has a great influence on choice and can
be a basis of consideration before a customer decides to buy a product. Knowing the brand also serves as an
important factor in consumer buying intentions, and certain brands will accumulate in the minds of consumers to
influence consumers' purchasing decisions. A product with a high degree of perception will be strongly preferred
by the consumer because of its higher market share and quality evaluation (Dodds et al., 1991; Grewal et al.,
1998).
In short, recognizing a brand is the ability to recognize a brand and remember the brand in different
conditions. Knowing the brand is argued as primary and necessary thing, but not enough to lead to trial and
repeating purchase. This is an essential step, but it is not always enough to create brand equity, but the more
important concept in this process is the brand image or the customer's perception of a brand reflected in the
associations in the minds of customers. Brand awareness is measured by two components: recall and recognition.
There are 4 levels of brand recall that include completely unrecognized one, awareness with hints, awareness
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without hints, top-of-the-mind awareness or first recognition when prompted. come. Identifying brands that are
measured through the level of customer recognition of brand names, brand identity such as logos, colors,
slogans, ...
2.2.2.2. Brand associations
According to the American Marketing Association (AMA), brand associations are defined as the perception
of a brand in the minds of consumers. AMA also considers the brand image as a reflective mirror of brand
personality or the existence of the product. According to Keller (1993), a collection of brand associations
existing within the memory of consumers can form the brand image.
According to Aaker (1991), branding associations are anything in the customer's memory that is tied to the
brand. Branding associations are a component of brand equity. Branding associations are the premise for
purchasing decisions and brand loyalty. A collection of relevant brand associations in the customer's memory of
a brand, usually is some meaningful associations creating a brand image in the mind of the customer (Aaker,
1991).
2.2.2.3. Perceived quality
Perceived quality is the result of consumer’s subjective evaluation of a product (Zeithaml, 1988; Dodds et al.,
1991). Aaker (1991) also considered the perceived quality as a rationale for the consistency of product
specifications or an appreciation of the added value of the product. Perceived quality is the objective evaluation
of the customer for the overall excellent or outstanding service of the product (Zeithaml, 1988). The objectives
of quality refer to technical characteristics, measurement and verification of products / services, processes and
quality control. Perceived quality is the customer's subjective assessment of the product, is the consumer
perception of the quality or superiority of the product (Aaker, 1991).
Zeithaml (1988) classified concepts of perceived quality into two groups of factors: intrinsic and external
attributes. The intrinsic properties are related to the physical aspect of the product (eg, color, taste, form); On the
other hand, external attributes are related to the product, but not in the physical part (for example: this brand
name, the imprint of quality, price, store, packaging and information of the production). Perceived quality is
based on customer perception. As the quality of customer perception increases, brand equity is also increased
(Yoo et al., 2000).
Perceived quality refers to the perceptions of consumers about the product or service that the brand provides.
This is the customer's perception of the overall quality of the product / service, which is the difference between
the total value of the customer received versus the customer's expectations. High quality gives the customer a
reason to buy the brand, allows the brand to distinguish itself from the competitors. Aaker (1991) argues that
perceived quality can show a striking difference in a product or service from that one of the competitor and
become a selective brand in the minds of consumers. In summary, perceived quality is the customer's subjective
assessment of the product/service after the customer experiences in buying, using, and removing it.
2.2.2.4. Brand loyalty
Customer’s loyalty is important to the development of the customer at a business and has a significant impact
on its profitability. Other studies have shown that attracting new customers makes business cost five times more
than maintaining existing customers (Kotler and Armstrong, 2012), so businesses need to maintain customer’s
loyalty.
According to Aaker (1991), brand loyalty is a key component of brand equity, a measure of customer
engagement with the brand. Brand loyalty is a deep commitment of the customer that they will buy a product or
return to a service they fancy in the future.
Brand loyalty is conceptually defined in many different ways. Brand loyalty is defined as the behavioral
response (buying) expressed over time by some buying decisions on one or more labels of a brand and is a
function of the Psychological process and emotional responses (Jacoby, 1971).
One of the most cited definitions of brand loyalty is that "brand loyalty is a deep and consistent
organizational commitment that leads to repeat buying or reusing of favorite brands in the future." "Oliver, 1999.
Loyalty to the brand is often approached in terms of behavior and attitudes, which is in line with the integrated
conceptual framework proposed by Dick and Basu (1994) Customer's loyalty is "the power of the relationship
between the attitude and the relative repetition of the behavior of an individual.
2.2.3. Service-specific factors affecting the customer's brand experience
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2.2.3.1. The quality of core service
The core service concept (understood as the core benefit of service) was reviewed by Palmer (1994),
Zeithaml et al. (1996), McDougall & Levesque (2000), Grace & O ' Cass (2004). Core service is considered as
the basic benefit of the service provided to customers when they use the service. The various benefits of core
service will meet the different needs of the customer. For example, for hotel services, the core service for
customers is to stay, rest, relax while the core service of air services is the passenger transporting service.
Consumers tend to evaluate the ability of the core service whether meets their needs and expectations when they
use the service. Does the core service provide customers with experience when using the service that impact
customer’s loyalty to the service? If the core service meets or exceeds the customer's expectations when using
the service, they tend to use the service more often and be loyal to the service provider and vice versa. By
studying the customer service experience, Bitner (1992), Grace & O'Cass (2004), Palmer (1994), Zeithaml et al.
(1996), McDougall & Levesque (2000) have shown that core services have a positive impact on the customer
experience. The experience gains when customers interact with the core image of the service that brings the
emotions and perceptions of customer about the value of the service (Reynolds and Beatty, 1999). So, it can be
said that core service is one of three factors that bring the service experience to the customer and affect the brand
experience.
2.2.3.2. Service employee attitude
The factor of employee attitude proposed by Cronin & Taylor (1992); Bitner (1992) and Grace & O'Cass
(2004) in customer service experience measurement, which is viewed as the ability to respond, assure,
empathize, and trust the employees in the process of contacting and serving the customer. Some of the studies
cited for employee influence on service perception and customer experience, such as Harel and Terzir (1999);
Parasuraman et al. (1985); Bitner (1990).
The process of providing services to customers is the process of the contact and delivery of services
performed by the staff of service provider. By that, personnel service is considered as a very important factor in
the delivery of services and the value to customers (Broderick, 1999). Service providers have a great influence
on customer’s service quality, customer’s satisfaction (Crosby et al., 1990), and consumer’s behavior in the
future (Chandon et al., 1997). On the other hand, employee is seen as a communication agent for the service
when making contact, interacting with the customer, so the process of contact and communication between the
employee and the real customer becomes good, employees contribute to create positive perceptions or service
experiences for customers. Thus, service personnel are considered at the individual level without generally
considering with the core benefits. For aviation services, the relative level of interaction between employees and
customers in the pre-flight, in-flight and post-flight services, instructions staff gives during the prior check-in
process, the ability to serve customers in flight as well as after the flight will bring the customer feelings as well
as thinking about the service of the airline, also is a factor for customers to give the perception of the quality of
service of the airline. Consequently, the service agent is considered as the one that brings the brand experience to
customers in this study.
2.2.3.3. Servicescape
The servicescape is a term popularized by Zeithaml & Bitner (1992), two American researchers in the field of
marketing. The servicescape considered to be the elements from the facilities, the exhibits, the backgrounds, the
design, the sound, the lighting ... all of which are noticeable for Decoration to create positive emotions for
customers when interacting and using the service (Kotler, 1973; Bitner, 1992). In the field of aviation services,
the servicescape is considered to include factors such as the arrangement of seats in the aircraft compartment,
boarding lounges, parking lot, color decoration, music, or blankets for guests, seats and other items served in the
flight. When customers are in a servicescape that gives them comfort, they tend to stay longer and spend more
money and also, when the servicescape does not create positive emotions, consumers tend to avoid it. It can be
said that the service is intangible, but customers feel and evaluate the service well, which will be based on the
factors including service personnel and servicescape. And the factor of servicescape will provide the customer
with the senses of sighting, smelling, touching, hearing…etc.
2.3. Research models and hypotheses
Derived from domestic and international research backgrounds about brand experience, brand equity and the
relationship between brand experience and brand equity, the authors found that the approach to measuring brand
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experience from the perspective of Brakus & Partners (2009) has been measured in a wide range of studies in
many different countries and research results the similarity between many authors in many fields. Therefore, the
brand experience research model of Brakus & Partners (2009) is reliable. Customer Based-Brand Equity,
theoretically, has two main viewpoints: Aaker (1996) and Keller (1993). The point of view of Aaker (1996) is
that the majority of the authors study Customer-based Brand Equity because it adequately reflects consumer
perceptions and behaviors. While Keller's (1993) view merely reflects perceptions, even if a consumer is well
aware of the brand, they do not show the buying behavior and loyalty, it can not deliver the value of property for
the brand. Thus, in this study, the author approaches measuring brand equity from the perspective of Aaker
(1996) and brand experience from the perspective of Brakus et al. (2009). In addition, the authors consider some
intermediate elements in the model being appropriate to the context of practical research in Vietnam.
In Vietnam, the study of shoppers’ feelings conducted by Pham Thi Lan Huong et al. (2012) showed that
there was a positive influence of the factors of store environment such as the atmosphere, display, color, music
(as a component of the servicescape) to the customer's buying emotion, in addition, the study also showed that
the staffs are also important factors, which affect the customer's shopping feelings. Another study on the factors
affecting the customer experience in shopping for entertainment conducted by Le Van Huy et al. (2011) showed
that customer experience in shopping for Entertainment was influenced by many factors including the
characteristics and the environment of entertainment services. Thereby, the service experience’s components
from the perspective of Grace and O'Cass (2004) including core services; Service employees and the
servicescape affect the customer experience when using the service of a certain brand. In addition, Rashmita
Saran (2016) also showed that the impact of service experience’s components was measured by the following
components: core service, service employees, and servicescape to brand experience. Consequently, the
components of the service experience from the perspective of Grace and O'Cass (2004) were proposed in the
model of research to explore the components that create a positive, enjoyable brand experience for the customer.
Based on the above argument, the author chose to approach the concept of brand experience in the view of
Brakus & Partners (2009), the concept of brand equity of Aaker (1996) and stimulants affecting the brand
experience from the perspective of Grace & O'Cass (2004). Suggested models of research and research
hypotheses are as follows:
2.3.1. Research hypotheses
2.3.1.1. The impact of many elements: Core service, service employees and servicescape to the brand
experience
According to a study by Grace and O'Cass (2004), results of the customer service experience research
showed that the elements of customer service experience include core service, service employees and
servicescape that deliver personalized service experiences to customers when using the service. That the
experience gained when the customer exposed the core image of the service brings the emotions and perceptions
of customers about the value of the service. Service employees is the most important factor as it affects the level
of customer satisfaction (Gwinner et al., 1998), it also affects perceptions of service quality (Crossby et al.,
1990) and determines consumption behaviors n the future (Chandon et al., 1997). According to Bitner (1992),
setting up services can affect the emotional, cognitive, and physiological responses of consumers, thereby affect
their evaluations and behaviors, and even create brand experience. "However Surrounding environments, spatial
layout and functionality are the key determinants of the servicescape that create service experiences for the brand
(Bitner, 1992). Experience in contact and use of services brings experiences to the senses such as sight, smelling,
hearing, touching or tasting plays a role in creating customer satisfaction and bringing about brand experience
for customers (Hulten, 2011). In a study by Rashmita Saran (2016) on brand experience in the aviation sector
showed that there was a positive impact of the component of the service experience on service factors, service
employees, and servicescape to the brand experience. "Another study of the factors affecting the experience of
the customer, conducted by Le Van Huy et al. (2010) in the field of shopping and leisure, also demonstrated the
influence of the shopping atmosphere, these are the components of the servicescape according to O'Cass and
Grace (2004). The other study conducted by Pham Thi Lan Huong et al. (2012) on the environment at the store
in the formation of purchasing emotions. Research showed that the store environment plays a big role in creating
positive emotions for customers when window-shopping and shopping. Store environment has a positive
influence on the customer's emotions. That said, it can be seen that factors from service experience such as core
services, service employee and servicescape will bring feelings, thoughts and perceptions to customers on the
service and tends to form the brand experience for customers when using that service.
From the above arguments, the following hypotheses are proposed.
H1a: The quality of core service has a positive impact on the brand experience.
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H1b: The service employee attitude has a positive influence on the brand experience.
H1c: The servicescape has a positive impact on the brand experience.
2.3.1.2. The impact of brand experience on the components of brand equity (CBBE)
Branding associations are considered as all of the information that is linked to the memory of the customer
when they think of the brand (Aaker, 1991; Keller, 1993). Brand associations are reinforced when customers
experience the brand. Each experience can enhance association in the sensory system (Fiske & Taylor, 1995).
Supphellen (2000) found that there are sensory associations in association networks. Sensory and emotional
experiences can reinforce brand associations (Aaker et al., 2000). Brand associations are also the result of
experiences and shared experiences of the customer (Franzen, 1999).
Results of the Research by Kumar et al. (2013) showed the influence of the components of brand experience
on brand awareness and brand association, in which the most powerful is the sensory experience component.
Similarly, in a study by Thomas Cleff et al. (2014), there was also a positive relationship between the brand
experience components and the brand associations, thinking experience influences the branding associations
based on attributes, interests and attitudes in the brand association.
Brand experience was defined as the result of customer interaction with companies, including interaction
with employees, services, and the servicescape. Interactions affect not only what they think and how they feel
about a brand but also the power to form brand associations, images, or brand names (Grace and O'Cass, 2004;
and Chieng, 2006; Xu and Chan, 2010). The positive influence of customer experience on association, brand
image was shown in a study by Juthamard Sirapracha et al. (2012) in the field of telecommunications services in
Singapore.
Brand experience is the result of activation and leads to fun, happy emotions, so consumers will repeat the
behavior that brings about these results. Thus, brand experience not only brings satisfaction and loyalty to
customers by repeating buying behavior but also recommends others to buy the brand (Brakus et al., 2009). The
more the customer experience achieved overall experience index, the more loyal the customer is, which was
proven by many studies (Brakus et al., 2009; Ishida and Taylor, 2012, Sashin et al. Kim et al., 2015; Forrester,
2009).
Based on the arguments, the following hypothesis are suggested:
H2a: Brand experience has a positive effect on brand awareness.
H2b: Brand experience has a positive influence on brand association.
H2c: Brand experience has a positive effect on perceived quality.
H2d: Brand experience has a positive influence on brand loyalty.
2.3.1.3. The relationship between the components of brand equity (CBBE) and the overall brand equity
(Overall CBBE)
Knowing the brand plays an important role in buying intentions because consumers tend to buy a familiar
brand and well known product (Keller, 1993). Knowing the brand can help consumers identify a brand from one
type of product and make a purchasing decision (Percy & Rossiter, 1992). Knowing the brand has a great
influence on the choice and may be a pre-requisite for a product (Hoyer & Brown, 1990). Knowing the brand
also serves as an important factor in consumers’ buying intentions, and certain brands will accumulate in the
minds of consumers to influence consumers' purchasing decisions. A product with a high level of brand
awareness will be preferred by consumers because it has higher market share and quality evaluation (Dodds et
al., 1991; Grewal et al., 1998).
Brand equity is a multifaceted concept, in which different measurement components appear such as brand
perception, brand association, perceived quality and brand loyalty (Aaker, 1996; Yoo & associate, 2000). Getting
to know the brand is one of the dimensions of customer-base brand equity. It is the ability of a customer to
recognize or recall a product or brand (Aaker, 1991). Aaker (1991, 1996) suggested that brand awareness was
one of the components of customer-based brand equity. Keller (1993), argued that brand knowledge includes
brand awareness and brand image as a component of customer-based brand equity. Branding association is the
second component of customer-based brand equity, it is the set of points, images in the customer's memory of
the brand (Aaker, 1996). Perceived quality and brand loyalty were also mentioned by Aaker (1996) in the
measurement of customer brand equity. Yoo & Associates (2000), Pappu (2006) determined that identifying
brands, brand associations, perceived quality, brand loyalty are components of customer-based brand equity.
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Some of measurement of customer-based brand equity on the overall approach were measured based on brand
awareness components, brand associations, perceived quality and brand loyalty. One of these studies was carried
out by Kumar & Associates (2013), which showed the positive relationship between the components of
customer-based brand equity, including brand awareness, brand associations, perceived quality and brand
loyalty. Shamim (2013) used a scale that measures the composition of brand equity, though was not specific in
the brand equity component of the research model.
Based on that, the following hypothesis is proposed:
H3a: Brand awareness has a positive effect on the overall brand equity.
H3b: Brand associations have a positive influence on the brand equity.
H3c: Perceived quality has a positive effect on the overall brand equity.
H3d: Brand loyalty has a positive effect on the brand equity.
2.3.1.4. The impact of brand experience on the overall brand equity (Overall CBBE)
Brand experience that affects directly client-directed brand equity may not be as strong as assessing the
impact of brand experience that affects brand equity indirectly through the intermediaries- brand attitude
(Shamim & Butt, 2013). Brand equity can be described through the components of brand equity, on the other
hand can be expressed through the experience gained in the process of branding (Berry, 2000). Kumar &
Associates (2013) study shows the impact of each brand experience component on overall brand equity, which
has the greatest impact on behavioral experiences and thinking experiences. Other studies also show the impact
of brand experience on brand equity.
Based on these arguments, the following hypothesis is proposed:
H4: Brand experience has a positive effect on the overall brand equity.
2.3.2. Proposed Research models
Brand
awareness
The quality
of core
service
H2a
H3a
Brand
associations
H1a
H2b
H3b
Brand
Service
employees
attitude
Overall
Brand
equity
H1b
experience
H2c
H3c
Perceived
quality
H1c
H2d
H3d
Servicescape
Brand
loyalty
H4
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Fig. 1. Proposed research model
2.4. Suggested scale
The scale is proposed on the basis of the baseline scale which the previous studies verified in the studies on
the relationship between brand experience and brand equity in the service sector. The author proposes a draft
scale and conducts many research steps to explore and adjust the scale in line with the realities of the aviation
industry in Vietnam. Qualitative research methods used by the authors include in-depth interviews with a
number of clients; expert interview. The results of the selective scale are shown in the following table (Table 1)
Table 1: Recommended scale for the model of research
Concept
Encode
Indicator content
Sources
CS1
CS2
CS3
CS4
CS5
SE1
SE2
The quality of service provided by Airline X meets my needs
The services provided by Airline X are reliable
Airline X offers good basic service.
Garce &
O’Cass (2004)
The quality
of core
service
Rashmita Saran
(2016)
Airlines X provides services with quality assurance
Airline X offers superior service to other airlines
Airline X ‘s employees provide service quickly
The staffs of Airline X are always ready to help me.
The staffs of Airline X are always considerate and thoughtful to
customers
SE3
SE4
SE5
Service
employee
attitude
Rashmita Saran
(2016)
I can trust the staffs of Airline X
I feel safe in the payment transaction made by the employees of
Airlines X.
SE6
SC1
SC2
SC3
SC4
SC5
SC6
CG1
CG2
CG3
CG4
CG5
CG6
TC1
TC2
TC3
HV1
Employees of Airline X are polite to customers
Suitable temperature
Good air quality
No noise
O'Cass and
Grace (2004)
Servicescape
The equipment used on display is approprite
Clear instructions for customes
Decoration in a suitable and scientific way
I feel very impressed when using the service of Airline X
I feel very excited when using the service of Airline X
Airline X's service does not appeal to my senses
I feel safe when using Airline X services
I have peace of mind when using Airline X services
I feel comfortable when using the Airline X service
The service of Airline X brings me many feelings and emotions
I have no feelings to Airlines X
Brakus & et.al
(2009)
In-depth
interview
Brand
experience
Brakus & et.al
(2009)
Airline X is an emotional brand
I travel more when using Airline X’s service
Brakus & et.al
(2009); In-depth
interview
Position of instruction signposts and instructions by Airline X’s staffs
don’t give a good direction for my trip when using the service.
HV2
HV3
SN1
Airline X's service provides a lot of physical experience for me
It activates my thinking when I use Airline X service
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Ngo Thi Hong, Ngo Thanh Sang, Bao Quoc Truong-Dinh, Dang Chung Kien/ MICA 2018 Proceedings
(2009)
SN2
SN3
Using the service of Airline X does not make me think
Airline X triggers my curiosity
Using the services of Airline X makes me think about the comparison
with other services of the same type
SN4
SN5
In-depth
interview
Using the service of Airline X, I think that the service is worth as I
pay
BA1
BA2
BA3
BA4
BA5
BA6
Know the name of airline X
Yoo (2000)
Read the correct name of airline X
I easily distinguish Airline X from other airlines
I recognize the logo of Airline X
Brand
awareness
In-depth
interview
I know the colors of Airline X
I recognized the brand X through the costumes of the hostess
BAS1 Some features of Airline X come to my mind quickly
BAS2 I can quickly relate to the symbol or logo of Airlines X
Yoos & et.al
(2000)
I have trouble imagining the characteristics of Airline X in my mind.
BAS3
Brand
associations
When it comes to the brand name of Airline X, I think it is the airline
with friendly, enthusiastic and professional staffs.
BAS5
In-depth
interview
When it comes to the Airline X’s brand name, I think of the cost and
service fare
BAS6
PQ1
PQ2
Airline X provides good quality service
Yoo (2000) ;
Phạm Thị Lan
Hương (2012)
Perceived
quality
Compared to other airlines, Airline X offers high quality services
Compared to other airlines, Airline X is one of the airlines offering
the best service
PQ3
BL1
BL2
BL3
BL4
BL5
I will consider using Airline X service in the future
I consider myself a loyal customer of Airline X
I would recommend Airline X to others.
Yoo & et.al
(2000)
Brand
loyalty
Airline X is the first choice when I have a need
I always highly appreciate Airline X
In-depth
interview
If there is another airline with the same characteristics as Airline X, I
still choose Airline X
If there are other airlines with the same quality as Airlines X, I still
choose Airlines X
If I had to choose between Airlines, I would definitely choose
Airlines X
If there is another airline at the same price with this airline, I still
choose its service
BE1
BE2
BE3
BE4
Overall
Brand equity
(Overall
Yoo & et.al
(2000); Yasin &
et.al (2000)
CBBE)
3.
Conclusion
By collecting and researching materials from previous studies, the author has synthesized the theoretical
things and proposed a model that studies the effects of brand experience on brand equity in business in Vietnam.
This is a rather new research beacuse the field of "brand experience" has not been done research much. However,
the article only achieves the objective of proposing a model of research and establishing a scale. In the future,
this study should be continued with a higher goal of verifying the scale and evaluating the impact of brand
experience on the components of brand equity and total brand equity. In addition, the study investigates service-
specific factors that affect the brand experience of the customer. Based on that, suitable solutions are proposed
for many firms involved in the service area. At the end, the research will be developed in many services, with
many customer groups at different gender, age, education level, income level…
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