The Effect of Online and Offline Brand Experience on Brand Equity

Abstract

Brand experience is still an exploratory area, and despite the increase in the research on it, there are still many challenges in defining the relationships between online and offline experiences, and how both can affect the brand equity of the organization. This chapter addresses a relationship between the in-store brand experience, online brand experience, customer satisfaction, and brand equity according to a new study that combined these four constructs together and compares its results with previous studies. Some researchers have presented the relationship between brand experience and brand equity in stores, and others have examined this relationship in the online environment. However, the effect of a combination of online and offline brand experience on brand equity together has not been found in one study. Consequently, the aim of this chapter is to present interesting findings from a study carried out in Egypt on the effect of online and offline brand experience on brand Equity.