Brand experience in mobile phone companies: a response from the Ecuadorian consumer.

  • Marco Antonio Lara Salinas Universidad de las Fuerzas Armadas ESPE
  • Carlos Santiago Masaquiza Caiza Universidad de las Fuerzas Armadas ESPE
Keywords: brand experience, consumer, brand capital, sensory level, cognitive level

Abstract

The article analyzes the factors associated with the brand experience in Ecuadorian mobile phone companies. A survey was applied to 325 users who use mobile phone services. The factors analyzed were sensory, cognitive, social, affective, behavioral, brand capital, word-of-mouth communication, and brand-consumer. The statistical method of exploratory factor analysis allowed us to know the perception of the consumer according to the quantitative-correlational approach. The results showed a 92% influence of compliance towards the sensory, cognitive, affective, behavioral, brand equity, word-of-mouth, and brand-consumer axes. It was concluded that companies will be able to create highly experiential brands by improving the impact of the brand experience under the dimensional structure of the brand.

Published
2023-09-01