The Impact of Brand Experience on Customer Flourishing – An Empirical Study on Earthlink Customers

Abstract

This study aims to understand the function of brand experience (BE) in fostering customer flourishing (CF) among EarthLink clients. The study's problem was framed as central research: "Is there a role for brand experience (BE) in consumer flourishing?" and sought to discover the character of this relationship. Two primary hypotheses were developed to examine the connection. A questionnaire was used as the primary device for the facts series and evaluation, and it underwent reliability and validity checking. The sample consisted of 200 respondents who are customers of the organization. To examine the facts, statistical software, together with SPSS and Excel, was employed. The statistical techniques implemented included arithmetic mean, frequencies, coefficient of variation, standard deviation, importance ratio, Spearman's correlation coefficient, and simple linear regression. The study reached several key conclusions, most notably that brand experience has a robust and widespread correlation and effect on customer flourishing. In comparison between the dimensions of the BE, the role of its dimensions according to importance through the coefficient of variation is according to the sequence (sensory, behavioral, emotional, and intellectual experience).