Brand experience may contribute more to promotional efficacy than
concepts such as brand personality/associations/equity/value/attitudes.
Yet, little is known about whether managed advertising efforts might
evoke more desirable brand experiences and promotional outcomes as a
consequence of consumers’ brand experiences. This study examines
antecedents and consequences that may be associated with brand
experiences. Attitude toward brand name, connectedness to celebrity
endorser, message fit, and visual imaging were investigated as
antecedents. Brand attitude and brand distinctiveness were examined as
consequences. The resulting insights add managerial rigor to advertising
processes that currently are often managed more by gut than by reason.