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