The impact of brand experience and brand trust on brand-self connection: a comparative analysis

In the hypercompetitive markets, building consumer-brand relationships (CBR) is one of the most important critical successful factors to differentiate brands and to develop life time customer value. The paper studies the relationships among some selected brand equity drivers to sustain CBR competitive advantage. So, we define an empirical research to analyse the impact of brand experience and brand trust on brand-self connection, as critical dimension of sustainable consumer-brand relationship. More in depth, the aims of the paper are the following: 1. to measure the strength of the relationships among these brand equity drivers; 2. to demonstrate the predictive capacity of brand trust and brand experience related to brand-self connection; 3. to evaluate the different intensity of these relationships among different analyzed product categories (shopping versus speciality goods)