Title: An interpretative structural modelling approach to brand experience for consumer durables brands

Authors: Mukesh Govind Kharat; Rekha D. Chikhalkar; Manoj Kumar Jha; Manoj Govind Kharat

Addresses: National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India ' National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India ' National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India ' National Institute of Industrial Engineering (NITIE), Powai, Mumbai, 400087, Maharashtra, India

Abstract: The present study aims to recognise the facilitator and outcome variables of brand experience and investigate interlinks to develop a relationship among them. The variables were identified from the germane literature and brainstorming sessions with the academic and industry experts. Interpretative structural modelling (ISM) is applied to understand and model the relationship between the variables and their influence over each other. Further, the driving and dependence power is calculated to evaluate their influence. Results show that brand-related stimuli, appearance and marketing initiatives variables require a great deal of consideration due to their strategic significance. The results can be referred to as devise a marketing plan for offering a memorable and pleasant brand experience. The present study has significant implications to provide superior brand experience and strategic positioning. The study can be useful in managing and allocating the resources by understanding the strength and weakness of the studied variables.

Keywords: brand experience; antecedents; consumer durables; interpretive structural modelling-ISM; MICMAC analysis.

DOI: 10.1504/IJBFMI.2019.104046

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.3, pp.321 - 345

Received: 12 Mar 2019
Accepted: 07 Apr 2019
Published online: 09 Dec 2019 *

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