{"title":"Enhancing brand experience and brand authenticity through octomodal mental imagery: the moderating role of social presence","authors":"Davood Ghorbanzadeh, Diyorjon Abdullaev, Teddy Chandra, Eiman Abdelgabr Abdelsamie Allam, Mazhar Abbas","doi":"10.1108/apjml-04-2024-0456","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM).</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9000,"publicationDate":"2024-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-04-2024-0456","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
Purpose
This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands.
Design/methodology/approach
Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM).
Findings
The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship.
Originality/value
This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.
期刊介绍：
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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