The objective of the study is to investigate the impact of advertising on brand experience dimensions for an existing bank and a financial technology (Fintech) brand. A 2 × 2 between-subject experimental study was conducted that analyzed the antecedents of brand experience dimensions and compared them between an existing bank and a fintech brand. The study confirmed the main effect of advertising on all brand experience dimensions. The brand experience scores for the fintech brand were higher than that of the existing bank brand, and significant differences were observed for sensory, emotional, and behavioral brand experience dimensions. The study confirms the influence of advertising on both existing bank and fimtech brand. While most of the previous studies are based on survey research, the present study provides deep probing using experimental study. It seeks to understand the antecedent to brand experience in the context of an emerging country.

中文翻译：

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探索广告作为品牌体验维度的前提：一项实验研究

该研究的目的是调查广告对现有银行和金融技术（Fintech）品牌的品牌体验维度的影响。进行了2×2的主题间实验研究，该研究分析了品牌体验维度的前因，并将它们与现有银行和金融科技品牌之间进行了比较。该研究证实了广告对所有品牌体验维度的主要影响。金融科技品牌的品牌体验得分高于现有银行品牌，并且在感觉，情感和行为品牌体验维度上观察到显着差异。该研究证实了广告对现有银行和金融科技品牌的影响。尽管先前的大多数研究都是基于调查研究，本研究利用实验研究提供了深入的探索。它旨在了解新兴国家中品牌体验的前身。