Development of Brand Equity Models Through Brand Experience, Experiential Marketing, and Customer Experience – A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_23How to use a DOI?

Keywords

Brand Equity; Brand Experience; Experiential Marketing; Customer Experience; Customer-Based Brand Equity (CBBE); Brand Loyalty; Marketing Strategy

Abstract

This study investigates the evolution of brand equity models in relationship with the notions of brand experience, experient-based marketing and customer experience through a conceptual analysis methodology. In the competitive marketplace of today, brand equity has become an important factor in determining success and constitutes more than product quality with a focus on emotional, sensory and cognitive responses that consumers have toward brands. Immersion marketing Practices Immersive and interactive consumer experiences are experiential, and facilitate emotional bond with consumers, such practices help in enhancing brand equity. Brand experience refers to the perceptions and reactions formed through direct and indirect contacts with a brand, which has significant influence on customer loyalty and brand equity. Customer experience, the sum of a customer’s interactions with a brand, including everything from discovery to purchase through service and how they tell others about the product or service is recognised as an important mediator between branding experience and experiential marketing on brand equity. Based on the frameworks of other authors, and while referring to Keller’s Customer-Based Brand Equity (CBBE) theory as a conceptual prism, this paper has developed an integrative framework that highlights the importance of generating relevant experiences throughout all touchpoints. The findings offer both academic and practical insights for businesses aiming to optimize their marketing strategies and strengthen their brand equity in an increasingly dynamic marketplace.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Cahya Fitriana
AU  - Ambar Lukitaningsih
PY  - 2026
DA  - 2026/04/15
TI  - Development of Brand Equity Models Through Brand Experience, Experiential Marketing, and Customer Experience – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 307
EP  - 319
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_23
DO  - 10.2991/978-94-6239-626-5_23
ID  - Fitriana2026
ER  -