The Impact of Brand Experience on Brand Resonance: A Case Study of Retail Supermarkets in the Mekong Delta Region, Vietnam

Abstract

This research aims to unravel the dynamics between brand experience and brand resonance in the specific context of retail supermarkets in Vietnam's Mekong Delta region. The comprehensive study comprises qualitative exploration and quantitative investigation. In the qualitative phase, initial stages focus on conceptual exploration and model generalization, followed by meticulous adjustments of measurement scales to harmonize with the unique retail market and socio-economic landscape of the Mekong Delta. The qualitative findings lead to the development of precise measurement scales for the constituent factors of Brand Experience and the dimensions of Brand Resonance. Transitioning to the quantitative phase, a convenient sampling method is employed, involving direct interviews with 232 consumers from Can Tho city, Vinh Long city, and An Giang province. Rigorous testing procedures, including Cronbach’s alpha for reliability and Exploratory Factor Analysis, pave the way for the application of Partial Least Squares Structural Equation Modeling. The outcomes affirm the acceptance of all hypotheses. Sensory Experience emerges as a pivotal driver, positively influencing Brand Engagement, with subsequent impacts from Intellectual Experience, Affective Experience, and Behavioral Experience. A distinctive descending influence is observed in the variables affecting Community Consciousness, namely Affective Experience, Sensory Experience, Intellectual Experience, and Behavioral Experience. Examining factors influencing Brand Commitment highlights Sensory Experience as the predominant variable, succeeding in impact over Intellectual Experience, Behavioral Experience, and Affective Experience. This research provides nuanced insights valuable for crafting strategic marketing approaches tailored to the retail supermarket landscape in the Mekong Delta.