In markets where products and services have become similar, with no major functional differences and where consumer choices are more and more influenced by emotional aspects rather than by rational thinking, experiences have surfaced as the main form of differentiation between companies. More than the inherent characteristics of products or services perse, brands become a source of differentiation of companies, with its role expanded from an assembly of attributes to a sum of experiences. This investigation in the experiential marketing area aims to understand the dimensions of the experiences that have an influence on consumers and how do these experiences have influence on consumer-based brand equity. Based on a quantitative study, the results show that brand experience has a positive influence on consumer-based brand equity. Sensory and emotional experiences evidenced a higher influence in all the dimensions of brand equity. Multigroup analysis also shows that intellectual experience triggers brand equity consumers in consumer with positive brand behavior.

在产品和服务已变得相似，功能上没有重大差异且消费者选择越来越受到情感方面而非理性思考影响的市场中，经验已成为公司之间差异化的主要形式。品牌不仅具有产品或服务本身固有的特征，还成为公司差异化的源泉，其作用从属性的组合扩展到经验的总结。这项针对体验营销领域的调查旨在了解影响消费者的体验的维度，以及这些体验如何影响基于消费者的品牌资产。基于定量研究，结果表明品牌体验对基于消费者的品牌资产具有积极影响。感官和情感体验证明，在品牌资产的各个方面都具有较高的影响力。多组分析还显示，知识体验会在具有正面品牌行为的消费者中触发品牌资产消费者。