Delivering Differentiated Experiential Branding in Web Environments

Jordan LeBel, John Molson School of Business, Concordia University
Yanan Yang, Faculty of Management, Mcgill University
Demetrios Vakratsas,Ashesh Mukherjee, Faculty of Management, Mcgill University,Faculty of Management, Mcgill University
Demetrios Vakratsas,Ashesh Mukherjee, Faculty of Management, Mcgill University,Faculty of Management, Mcgill University

LeBel, J., Wang, Y., Vakratsas, D., Mukherjee, A. and Dubé, L. Delivering Differentiated Experiential Branding in Web Environments, Advances in Consumer Research, 2005

 

Brand positioning strategies anchored in the delivery of pleasurable experiences have become ubiquitous and web communications are privileged vehicles to convey such positioning. One hundred websites with differentiated experiential strategy (sensorial, emotional, social and intellectual) were each observed on 24 visits by consumers who reported intensity of pleasurable experience, satisfaction and revisit intent. Media Metrix traffic and search pattern data was obtained. Structural analyses conducted at the visit level revealed distinct contributions of the different pleasures to satisfaction and revisit intent, with moderating effects of experiential branding strategies. TOBIT website-level analyses highlighted the importance of intellectual pleasure (more so than site functionality) in accounting for traffic and search patterns.
[ to cite ]:
Jordan LeBel, Yanan Yang, Demetrios Vakratsas,Ashesh Mukherjee, and Demetrios Vakratsas,Ashesh Mukherjee (2006) ,"Delivering Differentiated Experiential Branding in Web Environments ", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 302-303.