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Brand experience and consumer inspiration: The mediating role of openness to experience

Author

Listed:
  • S. Cavusoglu1

    (Bingol University, Bingol, Turkey)

  • K. Dag2

    (Ministry of National Education, Gaziantep, Turkey)

Abstract

The introduction of new technologies provides consumers with additional shopping opportunities and allow them to test new products. The study was conducted to determine the effects of brand experience on customer inspiration and behavioral intention and to establish the mediating role of openness to experience. The theoretical framework of the study resides in the theory of marketing and cognitive appraisal theory. Convenience sampling method and structural equation modelling were used within the study. The population of the study consists of customers who order from the online takeaway portal yemeksepeti.com. The data were gathered using questionnaires collected online in June, 2023. A total of 416 valid responses were received. Smart PLS 4 statistical program was used to test the hypotheses. As a result of the tests, it was found that brand experience has a positive effect on customer inspiration and openness to experience. It was also determined that openness to experience has a positive effect on customer inspiration by partially mediating the positive effect between brand experience and inspiration. Furthermore, the hypothesis that customer inspiration positively affects behavioral intention was also confirmed. The research will contribute to expanding the literature on consumer inspiration and openness to experience. Among possible directions for further research is to test the proposed model in relating industries or using statistical data from other countries.

Suggested Citation

  • S. Cavusoglu1 & K. Dag2, 2024. "Brand experience and consumer inspiration: The mediating role of openness to experience," Upravlenets, Ural State University of Economics, vol. 15(3), pages 38-56, July.
    • Handle: RePEc:url:upravl:v:15:y:2024:i:3:p:38-56
    DOI: 10.29141/2218-5003-2024-15-3-3
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    References listed on IDEAS

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    1. Riegger, Anne-Sophie & Klein, Jan F. & Merfeld, Katrin & Henkel, Sven, 2021. "Technology-enabled personalization in retail stores: Understanding drivers and barriers," Journal of Business Research, Elsevier, vol. 123(C), pages 140-155.
    2. Hinsch, Chris & Felix, Reto & Rauschnabel, Philipp A., 2020. "Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Moghavvemi, Sedigheh & Woosnam, Kyle M. & Paramanathan, Tanuosha & Musa, Ghazali & Hamzah, Amran, 2017. "The effect of residents’ personality, emotional solidarity, and community commitment on support for tourism development," Tourism Management, Elsevier, vol. 63(C), pages 242-254.
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    Keywords

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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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