Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations
Purpose: Consumer research studies that have already been conducted on happiness have claimed that businesses should make their customers happier via experiences, but they have not addressed how specific brand experience elements may make customers happier. To address this gap, the main purpose of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
BMER Consultancy
2022-09-01
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| Series: | Reviews of Management Sciences |
| Subjects: | |
| Online Access: | http://www.rmsjournal.com/index.php/admin/article/view/168 |
| _version_ | 1797846208964722688 |
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| author | Imran Sarmad Rizwan Ali |
| author_facet | Imran Sarmad Rizwan Ali |
| author_sort | Imran Sarmad |
| collection | DOAJ |
| description |
Purpose:
Consumer research studies that have already been conducted on happiness have claimed that businesses should make their customers happier via experiences, but they have not addressed how specific brand experience elements may make customers happier. To address this gap, the main purpose of this research is to investigate the impact of brand experience on happiness via happiness orientations.
Methodology:
This study uses a survey as a research method. This research uses a cross-sectional time horizon design. The target audience for the study was the restaurant's customers. Data has been collected from 443 customers in different major cities of Pakistan.
Findings:
SEM is used for CFA and direct hypotheses testing, SEM is used. However, for mediation analysis, PROCESS micro has been used in SPSS. The result reveals that both sensory and emotional brand experience by exception has a positive effect on happiness orientations. Furthermore, happiness orientation mediates the relationship between brand experience dimensions and happiness.
Conclusion:
The present research found that each of the brand experience aspects had a distinct impact on happiness. It is advised that marketers concentrate on each dimension of brand experience instead of concentrating as a whole.
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| first_indexed | 2024-04-09T17:52:22Z |
| format | Article |
| id | doaj.art-3bb6c931e1f04ad4a7ddd44570e87b09 |
| institution | Directory Open Access Journal |
| issn | 2709-9601 2709-961X |
| language | English |
| last_indexed | 2024-04-09T17:52:22Z |
| publishDate | 2022-09-01 |
| publisher | BMER Consultancy |
| record_format | Article |
| series | Reviews of Management Sciences |
| spelling | doaj.art-3bb6c931e1f04ad4a7ddd44570e87b092023-04-15T15:45:28ZengBMER ConsultancyReviews of Management Sciences2709-96012709-961X2022-09-014210.53909/rms.04.02.0168Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness OrientationsImran Sarmad0Rizwan Ali1University of LahoreUniversity of Lahore Purpose: Consumer research studies that have already been conducted on happiness have claimed that businesses should make their customers happier via experiences, but they have not addressed how specific brand experience elements may make customers happier. To address this gap, the main purpose of this research is to investigate the impact of brand experience on happiness via happiness orientations. Methodology: This study uses a survey as a research method. This research uses a cross-sectional time horizon design. The target audience for the study was the restaurant's customers. Data has been collected from 443 customers in different major cities of Pakistan. Findings: SEM is used for CFA and direct hypotheses testing, SEM is used. However, for mediation analysis, PROCESS micro has been used in SPSS. The result reveals that both sensory and emotional brand experience by exception has a positive effect on happiness orientations. Furthermore, happiness orientation mediates the relationship between brand experience dimensions and happiness. Conclusion: The present research found that each of the brand experience aspects had a distinct impact on happiness. It is advised that marketers concentrate on each dimension of brand experience instead of concentrating as a whole. http://www.rmsjournal.com/index.php/admin/article/view/168Brand Experience, Sensory Brand Experience, Emotional Brand Experience, Happiness Orientations |
| spellingShingle | Imran Sarmad Rizwan Ali Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations Reviews of Management Sciences Brand Experience, Sensory Brand Experience, Emotional Brand Experience, Happiness Orientations |
| title | Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations |
| title_full | Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations |
| title_fullStr | Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations |
| title_full_unstemmed | Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations |
| title_short | Connecting the Dots of Brand Experience and Happiness: The Mediating Role of Happiness Orientations |
| title_sort | connecting the dots of brand experience and happiness the mediating role of happiness orientations |
| topic | Brand Experience, Sensory Brand Experience, Emotional Brand Experience, Happiness Orientations |
| url | http://www.rmsjournal.com/index.php/admin/article/view/168 |
| work_keys_str_mv | AT imransarmad connectingthedotsofbrandexperienceandhappinessthemediatingroleofhappinessorientations AT rizwanali connectingthedotsofbrandexperienceandhappinessthemediatingroleofhappinessorientations |