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Branding today is conceived as a co-creation process during which brand equity is created through interactions among the stakeholders and personalized consumer experience is an important branding practice for value creation and differentiation from competitors. Consumer-brand relationship has been proposed as a metaphor to connect relationship marketing activities and brand equity. However, little research has been conducted to examine how experiences with a brand affect brand equity via the consumer-brand relationship, especially in a service context. This research aims at developing a conceptual model to depict the structural relationships among brand experiences, consumer-brand relationship and brand equity. The model was tested against a student sample and received reasonable support. The utilitarian brand relationships, as different from a number of previous studies, contribute more to brand equity than affective brand relationships. Marketing implications, research limitations and future research directions are discussed at the end of the paper.

The Role of Consumer-Brand Experiences and Relationship in Contributing to Brand Equity for Services