A scientific study indicated that brand experience is far more important than the business standard offerings in building long-term relationships between a brand and its customers.
Creating a diverse brand experience adds significant value to consumers, the article stated. This article will discuss the findings of effective brand strategies that managers can implement in creating passionate consumer groups. The scientific study was specific to cruise travelers; however, we will provide a generalization of the findings while making it applicable to every industry.
The influence of the consumer-brand relationship on brand evangelism
What is brand evangelism? In summary, brand evangelism is also referred to as brand referral behavior. Hence, consumer-brand relationships form evangelism through active, positive behavior and support from consumers. With brand referral behavior, consumers share their opinion of the brand with others and persuade others to patronage the brand. In this regard, brand evangelists have two unique behaviors: positive brand referral and oppositional referral.
Moreover, multiple studies observed that brand evangelism results from a psychological and emotional connection to a brand. That is why Consumers who pursue experiential value are primarily interested in whether their encounter with a brand is value-added and exceptional.
How companies can benefit from cultivating brand evangelists.
Businesses can benefit significantly from cultivating brand evangelists, especially if the consumer's brand experience is memorable. Brand evangelism builds a high level of consumer brand attachment, and they might weaken competitor brands through negative word-of-mouth and strengthen their favorite brand.
In developing consumer evangelism behaviors, businesses should create activities and programs that foster consumers to cultivate an emotional relationship with the brand and recognize the brand's unique characteristics from its competition. Consumers utilize several product cues in assessing their overall experience of a brand. Henceforth, what is a brand experience, and how does it help in creating brand evangelists?
Brand experience relates to consumers' personal and internal reactions caused by brand-related stimuli that represent an essential part of a brand (brand name, logo, packaging, advertisements, websites, etc.) Brand experience is also a substantial precursor of consumer behavior, for instance, satisfaction and loyalty.
Several stimuli of a brand can generate memorable consumer experiences, which result in consumers' cognitive and emotional reactions after the use of a brand. Thus, according to the authors, to create a holistic experience for customers, four essential realms of brand experience are vital: sensory, affective, behavioral, and intellectual. Research findings found that brand experience is a major driver of brand connection and brand uniqueness.
Branding Strategy
Although the affective experience was cited as the most potent effect on creating the overall brand experience, it is advised that brand managers should not ignore or eliminate any aspect of the realms since brand experience is holistic. The process starts before the purchase and proceeds even following the consumption. Brand managers are strongly advised to create effective branding strategies that can incorporate all four realms of the brand experience.
How to implement a holistic brand experience in your branding strategy?
The collective implementation of these experiences can influence brand attachment, brand distinctiveness, and successful customer engagement, ultimately resulting in consumers’ referral behavior to promote and protect the brand.
Realm 1: Sensory
Sensory experience is associated with how consumers react to a brand’s features through their sensory organs (i.e., eye, ears, nose, tongue, and skin). Hence, managers should create a sensory experience of their place of business through the physical and natural surroundings by stimulating all human senses (i.e., sight, hearing, smell, taste, and touch). In other words, aim to create a memorable overall experience.
Tip: Design a unique atmosphere whereby the physical components can easily set the atmosphere and stimulate the senses. These features include the exterior, architecture and interior design, furniture, artwork, lighting, music, scent, and even technological innovations.
Realm 2: Affective
Affective experience plays a significant role in producing the overall experience. It is linked to specific emotional reactions that can be positive or negative. Managers should always aim to evoke positive emotional responses from consumers. Affective experience is mostly affected by communication with staff.
Tip: Professionally train and empower employees to provide exceptional service.
Attentive, pleasant, and customer-oriented service staff can effectively deliver brand promises and create memorable moments.
Studies have shown that fun and entertaining conversations can generate positive emotional reactions.
Realm 3: Behavioural
According to the authors, behavioral experience is the tangible benefits consumers receive from specific brand stimuli. It is essential to realize that behavioral experience can be used as a critical marketing method because physical and interactive experiences remain in the customers’ memory for a long time.
Managers can cultivate hands-on programs or action-oriented activities, which encourage customers to be engaged with the brand. For example, based on current market trends, the company can offer a wide range of programs and activities, from healthy eating to fitness.
Realm 4: Intellectual
Intellectual experience is achieved when a brand’s intellectual appeals stimulate consumers’ interest and thoughts (e.g., the technology used in service delivery and new product promotions). Intellectual experiences that are important, unexpected, and distinctive to the brand can promote innovation and generate long-lasting memories regarding the brand.
Companies can offer meaningful programs, activities, and educational experiences to stimulate the brain and make customers feel good in the end—for instance, lectures, movies, etc., all related to the business purpose.
The study published in the Journal Quality Assurance in Hospitality & Tourism indicated that companies that capitalize on brand experience, with an emphasis on connecting with customers through their emotions and delivering exclusive services and features that differentiate themselves, would have a better chance of nurturing brand evangelists.
Original Study:
Kang, J., Kwun, D.J., Hahm, J.J., 2020. Turning Your Customers into Brand Evangelists: Evidence from Cruise Travelers. Journal of Quality Assurance in Hospitality & Tourism 21, 617–643. https://doi.org/10.1080/1528008X.2020.1721039