Involvement with experience: A path to brand loyalty

Abstract

Research on experiential marketing establishes the influence of brand experiences on consumer’s attitude towards the brand. However, there exists a need to study how different consumers vary in their level of involvement with experiential elements and how it influences brand loyalty. We present the construct of Involvement with Experience which has the potential to influence brand loyalty. Through a study designed to test several hypotheses, we found that involvement with experience signi?cantly impacts relationship satisfaction and perceived functional value, which in turn builds brand trust and loyalty intention. Marketers can craft a consumer-centric experience mix to optimize their marketing budgets based on different levels of involvement with experience