Published Online:June 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM010626
DOI:10.71329/IUPJBRM/2026.23.2.5-30
Author Name:Faseeh Amin Beig and Fayaz Ahmad Nika
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:5-30
This study examines the influence of cumulative brand experience on cumulative brand equity in online shopping domain. The study hypothesized that brand experience is correlated with brand equity directly in a positive manner, based on the literature review. A quantitative research design was used. The sample comprised university students, as their everyday experience of online shopping made them excellent for collecting data; they were surveyed using a self-administered questionnaire. A multi-stage sampling technique was used which consisted of proportionate sampling and simple random sampling in nine universities. 403 questionnaires were retained after outliers and nonresponses were excluded. Structural equation modeling (SEM) was used to test the hypothesis formulated. The results supported the proposed hypothesis and showed that brand experience has a significant positive effect on brand equity. This implies that e-commerce sites can build their brand worth by providing fun, memorable, and interesting shopping experience to the consumers. The findings showed that brand experience has a positive influence on brand equity. This proves that delivering enjoyable experiences by online shopping portals will positively influence their brand equity.
Every brand tries to represent something more significant than its product or service offering. Skilled marketers’ most unique proficiency is their ability to create, maintain, protect, and enhance brands (Castillo-Villar & Murillo, 2025; Tahir et al., 2024).