From Brand Experience to Brand Love. A tested model in OTT industry

The concept of brand experience has gained greater attention in the last decades by both academics and practitioners and whilst there has been a growing number of studies in this area, this concept remains relatively unexplored as compared to other branding constructs. The present study seeks to address this need by developing a conceptual model of brand experience on the basis of existing literature and analysing the findings in order to explain the role of brand originality and brand trust as antecedents and brand love as behavioural outcome. This study approaches the OTT sector with the case of Netflix and adopts Millennials as target. The paper empirically examines the proposed model to test the hypothesized relationships. Exploratory and confirmatory factor analysis (EFA and CFA) were adopted to confirm the variables in the study and a structural equation model (SEM) was performed to test the hypotheses concerning the key influences among constructs.