The influence of brand experience on brand equity: A study in the airline service industry in Indonesia
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Azizah Nurhaliza(1*)
Department of Management, Faculty of Economics and Business, Padjadjaran University
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R Arief Helmi(2)
Department of Management, Faculty of Economics and Business, Padjadjaran University
(*) Corresponding Author
Keywords:
Brand Experience, Brand Equity, Experiential Marketing, Airlines, SPSS
Abstract
This study aims to determine how brand experience can influence brand equity in the Indonesian airline service sector. Brand experience is a crucial strategy for building positive perceptions and engagement with consumers in an increasingly competitive market. The study used a quantitative approach with a online survey and collected data using a questionnaire from 249 respondents who had flown with one of Indonesia's national airlines. The independent variable examined in this study was brand experience, measure through its sensory, affective, intellectual, and behavioural dimensions. Meanwhile, the dependent variable was brand equity, measured through brand associations, brand loyalty, and perceived quality. With the help ofsoftware Using SPSS, the analysis was conducted using simple linear regression. The results showed that brand experience had a positive and significant effect on brand equity. This finding highlights the important role of implementing a strategic approach experimental marketing in an effort to establish emotional connections with customers, stregthen brand value, and build a competitive advantage in the service industry.
Keywords: Brand Experience; Brand Equity; Experiential Marketing; Airlines; SPSS
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References
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Beig, F. A., & Nika, F. A. (2022a). Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir. Global Business Review, 23(1), 156–175.
https://doi.org/10.1177/0972150919836041
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https://doi.org/10.1177/0972150919836041
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Dandis, A. O., Al Haj Eid, M., Griffin, D., Robin, R., & Ni, A. K. (2023). Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants. TQM Journal, 35(8), 2526–2546. https://doi.org/10.1108/TQM-08-2022-0248
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Ghorbanzadeh, D., Abdullaev, D., Chandra, T., Abdelsamie Allam, E. A., & Abbas, M. (2024). Enhancing brand experience and brand authenticity through octomodal mental imagery: the moderating role of social presence. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0456
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Jiang, K., Luk, S. T. kwong, & Cardinali, S. (2018). The role of pre-consumption experience in perceived value of retailer brands: Consumers’ experience from emerging markets. Journal of Business Research, 86, 374–385.
https://doi.org/10.1016/j.jbusres.2017.09.026
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Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In Source: Journal of Marketing (Vol. 57, Number 1).
Mahadin, B. K., Abu Elsamen, A., & El-Adly, M. I. (2023). Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective. International Journal of Organizational Analysis, 31(6), 2031–2058. https://doi.org/10.1108/IJOA-07-2021-2868
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Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669/FULL/PDF
Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger’s brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107. https://doi.org/10.1016/j.jairtraman.2022.102345
Paramita, W., Chan Nhu, H. B., Ngo, L. V., Minh Tran, Q. H., & Gregory, G. (2021). Brand experience and consumers’ social interactive engagement with brand page: An integrated-marketing perspective. Journal of Retailing and Consumer Services, 62(May), 102611. https://doi.org/10.1016/j.jretconser.2021.102611
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99–115.
https://doi.org/10.1057/s41262-020-00215-5
Piriyakul, I., Kunathikornkit, S., & Piriyakul, R. (2024). Evaluating brand equity in the hospitality industry: Insights from customer journeys and text mining. International Journal of Information Management Data Insights, 4(2). https://doi.org/10.1016/j.jjimei.2024.100245
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on
customer engagement. Journal of Retailing and Consumer Services, 50, 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020
Ragab, H., Polo-Peña, A. I., & Mahrous, A. A. (2024). The effect of airline service quality, perceived value, emotional attachment, and brand loyalty on passengers’ willingness to pay: The moderating role of airline origin. Case Studies on Transport Policy, 18. https://doi.org/10.1016/j.cstp.2024.101313
Raza, M., Khalid, R., & Raza, H. (2023). Surviving and thriving through a crisis: a resiliency branding approach to transform airline industry. Kybernetes, 52(7), 2470–2487. https://doi.org/10.1108/K-07-2022-1062
Ren, Y. X., Choe, Y., & Song, H. J. (2023). Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand. International Journal of Hospitality Management, 108. https://doi.org/10.1016/j.ijhm.2022.103351
Rodrigues, C., Brandão, A., Billore, S., & Oda, T. (2023a). The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective. Journal of Brand Management, (0123456789).
https://doi.org/10.1057/s41262-023-00342-9
Rodrigues, C., Brandão, A., Billore, S., & Oda, T. (2023b). The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective. Journal of Brand Management, (0123456789). https://doi.org/10.1057/s41262-023-00342-9
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Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R., & Rasheed, H. M. W. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence and Planning, 39(8), 1042–1057. https://doi.org/10.1108/MIP-11-2020-0471
Santos de Oliveira, D., & Caetano, M. (2019). Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air Transport Management, 75, 103–110.
https://doi.org/10.1016/j.jairtraman.2018.12.006
Sarker, M., Mohd-Any, A. A., & Kamarulzaman, Y. (2021). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102354
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Sheikh, A., & Asemani, N. (2024). The influence of brand awareness on brand equity: an investigation among dentists and their prescription behavior. International Journal of Pharmaceutical and Healthcare Marketing. https://doi.org/10.1108/IJPHM-03-2022-0026
Singh, D., Bajpai, N., & Kulshreshtha, K. (2021). Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits. Journal of Relationship Marketing, 20(1), 20–41. https://doi.org/10.1080/15332667.2020.1715179
Thakshak. (2018). Analysing customer based airline brand equity: Perspective from Taiwan. Future Business Journal, 4(2), 233–245.
https://doi.org/10.1016/j.fbj.2018.07.001
Yin, C. C., Chiu, H. C., Hsieh, Y. C., & Kuo, C. Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69(April), 103070. https://doi.org/10.1016/j.jretconser.2022.103070
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity.
Zhou, Y., Zhang, T., Mo, Y., & Huang, G. (2020). Willingness to pay for economy class seat selection: From a Chinese air consumer perspective. Research in Transportation Business and Management, 37. https://doi.org/10.1016/j.rtbm.2020.100486
Alharithi, M., Almetwally, E. M., Alotaibi, O., Eid, M. M., El-kenawy, E. S. M., & Elnazer, A. A. (2025). A comparative study of statistical and intelligent classification models for predicting airlines passenger management satisfaction. Alexandria Engineering Journal, 119, 99–110. https://doi.org/10.1016/j.aej.2025.01.109
Alloza, A. (2008). Brand Engagement and Brand Experience at BBVA, the Transformation of a 150 Years Old Company. Corporate Reputation Review, 11(4), 371–379. https://doi.org/10.1057/crr.2008.31
Amer, S. M., Elshimy, A. A., & Abo El Ezz, M. E. S. M. (2023). The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands. Cogent Business and Management, 10(3).
https://doi.org/10.1080/23311975.2023.2285026
Badan Pusat Statistik. (2025). Statistik Wisatawan Nasional 2024 Badan Pusat Statistik Bps.
https://www.bps.go.id/id/publication/2025/03/17/8f41f59ea24192828f6c7275/statistik-wisatawan-nasional-2024.html
Banerji, D., Saha, V., Singh, N., & Srivastava, R. (2023). What are the most important consumer decision factors when choosing an airline? An emerging economy perspective. Asia Pacific Journal of Marketing and Logistics, 35(1), 174–197. https://doi.org/10.1108/APJML-07-2021-0486
Beig, F. A., & Nika, F. A. (2022a). Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir. Global Business Review, 23(1), 156–175.
https://doi.org/10.1177/0972150919836041
Beig, F. A., & Nika, F. A. (2022b). Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir. Global Business Review, 23(1), 156–175.
https://doi.org/10.1177/0972150919836041
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009a). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Dandis, A. O., Al Haj Eid, M., Griffin, D., Robin, R., & Ni, A. K. (2023). Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants. TQM Journal, 35(8), 2526–2546. https://doi.org/10.1108/TQM-08-2022-0248
David, A. A. (2012). Building Strong Brands. Simon & Schuster.
Dominici, A., Boncinelli, F., Marone, E., & Casini, L. (2025). Territorial brand equity in the wine market and the role of the organic label: A consumer perspective. Food Quality and Preference, 126. https://doi.org/10.1016/j.foodqual.2024.105419
Ferreira, P., Faria, S., & Gabriel, C. (2022). The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand. Management and Marketing, 17(1), 1–14. https://doi.org/10.2478/mmcks-2022-0001
Ghorbanzadeh, D., Abdullaev, D., Chandra, T., Abdelsamie Allam, E. A., & Abbas, M. (2024). Enhancing brand experience and brand authenticity through octomodal mental imagery: the moderating role of social presence. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0456
Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100140
Hyun, H., Park, J. K., & Hong, E. (2024). Enhancing brand equity through multidimensional brand authenticity in the fashion retailing. Journal of Retailing and Consumer Services, 78. https://doi.org/10.1016/j.jretconser.2024.103712
Jiang, K., Luk, S. T. kwong, & Cardinali, S. (2018). The role of pre-consumption experience in perceived value of retailer brands: Consumers’ experience from emerging markets. Journal of Business Research, 86, 374–385.
https://doi.org/10.1016/j.jbusres.2017.09.026
Karim, R. Al, Hoque, I. F., Islam, M. W., & Shamsun, F. (2024). Modeling brand experience and brand equity association in the banking industry: mediating role of brand identification, attachment and engagement. Journal of Modelling in Management. https://doi.org/10.1108/JM2-07-2024-0231
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In Source: Journal of Marketing (Vol. 57, Number 1).
Mahadin, B. K., Abu Elsamen, A., & El-Adly, M. I. (2023). Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective. International Journal of Organizational Analysis, 31(6), 2031–2058. https://doi.org/10.1108/IJOA-07-2021-2868
Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing Research: Applied Insight - Daniel Nunan, Naresh K. Malhotra, David F. Birks, Naresh Malhotra - Google Books. Pearson. https://books.google.co.id/books/about/Marketing_Research.html
Montazeri, A. (2024). Corporate social responsibility: the key to improving brand equity and reputation for local sports associations in Islamic countries. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-10-2023-0314
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669/FULL/PDF
Pabla, H., & Soch, H. (2023). Up in the air! Airline passenger’s brand experience and its impact on brand satisfaction mediated by brand love. Journal of Air Transport Management, 107. https://doi.org/10.1016/j.jairtraman.2022.102345
Paramita, W., Chan Nhu, H. B., Ngo, L. V., Minh Tran, Q. H., & Gregory, G. (2021). Brand experience and consumers’ social interactive engagement with brand page: An integrated-marketing perspective. Journal of Retailing and Consumer Services, 62(May), 102611. https://doi.org/10.1016/j.jretconser.2021.102611
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99–115.
https://doi.org/10.1057/s41262-020-00215-5
Piriyakul, I., Kunathikornkit, S., & Piriyakul, R. (2024). Evaluating brand equity in the hospitality industry: Insights from customer journeys and text mining. International Journal of Information Management Data Insights, 4(2). https://doi.org/10.1016/j.jjimei.2024.100245
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on
customer engagement. Journal of Retailing and Consumer Services, 50, 50–59. https://doi.org/10.1016/j.jretconser.2019.04.020
Ragab, H., Polo-Peña, A. I., & Mahrous, A. A. (2024). The effect of airline service quality, perceived value, emotional attachment, and brand loyalty on passengers’ willingness to pay: The moderating role of airline origin. Case Studies on Transport Policy, 18. https://doi.org/10.1016/j.cstp.2024.101313
Raza, M., Khalid, R., & Raza, H. (2023). Surviving and thriving through a crisis: a resiliency branding approach to transform airline industry. Kybernetes, 52(7), 2470–2487. https://doi.org/10.1108/K-07-2022-1062
Ren, Y. X., Choe, Y., & Song, H. J. (2023). Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand. International Journal of Hospitality Management, 108. https://doi.org/10.1016/j.ijhm.2022.103351
Rodrigues, C., Brandão, A., Billore, S., & Oda, T. (2023a). The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective. Journal of Brand Management, (0123456789).
https://doi.org/10.1057/s41262-023-00342-9
Rodrigues, C., Brandão, A., Billore, S., & Oda, T. (2023b). The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective. Journal of Brand Management, (0123456789). https://doi.org/10.1057/s41262-023-00342-9
Saari, U. A., Mäkinen, S. J., Baumgartner, R. J., Hillebrand, B., & Driessen, P. H. (2020). How consumers’ respect for nature and environmental self-assets influence their car brand experiences. Journal of Cleaner Production, 261. https://doi.org/10.1016/j.jclepro.2020.121023
Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R., & Rasheed, H. M. W. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence and Planning, 39(8), 1042–1057. https://doi.org/10.1108/MIP-11-2020-0471
Santos de Oliveira, D., & Caetano, M. (2019). Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air Transport Management, 75, 103–110.
https://doi.org/10.1016/j.jairtraman.2018.12.006
Sarker, M., Mohd-Any, A. A., & Kamarulzaman, Y. (2021). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102354
Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67. https://doi.org/10.1362/026725799784870496
Sheikh, A., & Asemani, N. (2024). The influence of brand awareness on brand equity: an investigation among dentists and their prescription behavior. International Journal of Pharmaceutical and Healthcare Marketing. https://doi.org/10.1108/IJPHM-03-2022-0026
Singh, D., Bajpai, N., & Kulshreshtha, K. (2021). Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits. Journal of Relationship Marketing, 20(1), 20–41. https://doi.org/10.1080/15332667.2020.1715179
Thakshak. (2018). Analysing customer based airline brand equity: Perspective from Taiwan. Future Business Journal, 4(2), 233–245.
https://doi.org/10.1016/j.fbj.2018.07.001
Yin, C. C., Chiu, H. C., Hsieh, Y. C., & Kuo, C. Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69(April), 103070. https://doi.org/10.1016/j.jretconser.2022.103070
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity.
Zhou, Y., Zhang, T., Mo, Y., & Huang, G. (2020). Willingness to pay for economy class seat selection: From a Chinese air consumer perspective. Research in Transportation Business and Management, 37. https://doi.org/10.1016/j.rtbm.2020.100486
Published
2026-11-08
How to Cite
Nurhaliza, A., & Helmi, R. A. (2026). The influence of brand experience on brand equity: A study in the airline service industry in Indonesia. Journal of Management : Small and Medium Enterprises (SMEs), 19(3), 2403-2414. https://doi.org/10.35508/jom.v19i3.24189
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Articles
