Marketing Communication Through Intellectual Brand Experiences: The Impact of Pleasure and Arousal on Repurchase Intention

Abstract

Intellectual brand experiences aim to stimulate thinking, problem-solving, and a deeper understanding of the brand. The goal for marketers is to create meaningful and thoughtful connections with consumers based on knowledge, information, and intellectual engagement. When a consumer feels intellectually connected to a brand, they are likely to remain loyal and advocate for the brand within their social circles. Drawing upon the pleasure-arousal-dominance (PAD) approach, this study aims to investigate the effect of intellectual brand experiences on pleasure, arousal, and repurchase intention. Data was collected from 196 Red Bull consumers, aged between 18 and 25 years, and the proposed hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). This study found that intellectual experiences had direct significant impacts on pleasure, arousal, and repurchase intention. By following intellectual branding and communication as an essential positioning tool and implementing several thinking, curiosity and problem-solving strategies, marketers of energy drinks could drive repurchase intention. This research contributes to research in the field of intellectual brand experience and offers strategies for marketers to develop intellectual brand experiences.