Sense and sensibility: consumers and technological brand experience

Abstract

In the brand management field, studies on brand experience-considering cognitive and behavioral dimensions-analyse consumer relations with brands. The current paper analyses consumer brand experiences aiming at identifying whether the consumption of technological brands was different from that of non-technological brands. A quantitative analysis was conducted, and data were analysed by Confirmatory Factor Analysis and Variance Analysis (ANOVA). Four dimensions of brand experience were tested: sensorial, affective, behavioral, and intellectual. Ten selected brands were analysed, among technological and non-technological ones. The population for this study was composed of 230 university students from the business area of a Brazilian university. Results indicate that consumers perceive a difference in their experience with technological and non-technological brands, which is primarily based on the performance of the sensorial dimensions, regarding feelings, and that of intellectual ones, regarding cognitive capacity, creativity, and problem-solving performance, which are stronger in the experience with technological brands.