The relationship between brand experience and brand equity of Marimekko

Abstract

The objectives of this research are as of following: to explore brand experience and brand equity of Marimekko and to explore the relationship among these two variables. The respondents of this research are two hundred and three Thai women who are first-jobbers, living in Bangkok, aged between 18 to 25 years old and recently bought Marimekko’s products in the past six months. The results depicted that the respondents had a positive opinion on brand experience of Marimekko (M = 3.67). Emotional experience receives the highest mean score (M = 4.18). In contrast, the lowest mean score was social experience (M = 3.25). Moreover, the respondents had a positive attitude towards overall brand equity of Marimekko (M = 3.98). The mean score of brand image was 4.01 and brand awareness was 3.92. In regard to the relationship between the variables, the result of the research demonstrated that brand experience is positively related with brand equity (r = .586).