The Role of Brand Experience to Categorize Consumer Behavior: A New Paradigm to Consumer Psychology

This study aimed to create typology of consumers, who differ in brand experience appeal and whether or not these experiential types moderate the relationship between behavioral outcomes such as customer loyalty, customer delight and word of mouth. This study used non probability sampling technique, particularly convenience sampling was used. Primary data were collected from 136 (n = 136) respondents of university students in China. Data analysis through cluster technique found that there are four types of consumers, such as holistic consumers, hedonic consumers, inner directed consumers, and utilitarian consumers. On the one hand, there are holistic consumers who are more inclined to all brand experience dimensions simultaneously, from sensory appeals which attracts their senses, creates affective bonds, and captures cognitive interest to the behavioral appeals that create strong behavioral commitment. On the other hand, there are utilitarian consumers who are much concerned with the benefits offered by brands. This study also found strong relationship between holistic and hedonic consumers than utilitarian consumers.