Managing Customer's Brand Experience for Creating Brand Resonance in Smartphones

The present study is aimed at analysing the relationship between three constructs; i.e. brand experience, customer experiential value, and brand resonance. The study was undertaken in two stages; in the first stage a qualitative study was conducted to identify the smart phone brands which offered rich brand experience. Further in the quantitative study, the data were obtained from 188 smart phone customers from Jammu and Dehradun cities of Northern India using a structured questionnaire. The data analysis results have indicated that brand experience has significant positive effect on customer experiential value and brand resonance. And also the customer experiential value has been found to have partial mediation effect on the relationship between brand experience and brand resonance.