Emotional Branding and Consumer Well-Being in Experiential Culinary Retail

Cahyati Ningsih; Endy Gunanto Marsasi

doi:10.15408/etk.v25i2.51183

Authors

Cahyati Ningsih Universitas Islam Indonesia
Endy Gunanto Marsasi Universitas Islam Indonesia https://orcid.org/0000-0002-4130-7645

DOI:

https://doi.org/10.15408/etk.v25i2.51183

Keywords:

brand love, brand engagement, customer delight, psychological well-being, S-O-R framework

Abstract

Research Originality: This study contributes to the Stimulus-Organism-Response (S-O-R) literature by proposing and testing an integrated model that examines how overall brand equity and customer delight translate brand love and experiential brand engagement into consumer psychological well-being.

Research Objectives: This study investigates the effects of brand love and experiential brand engagement on overall brand equity, customer delight, and consumer psychological well-being.

Research Method: A quantitative survey was conducted with 125 consumers of Indonesian local culinary brands. The proposed model was analyzed using structural equation modeling (SEM).

Empirical Results: Brand love and experiential brand engagement significantly enhance overall brand equity and customer delight. Customer delight emerged as the strongest predictor of psychological well-being, whereas brand love and experiential brand engagement did not directly and significantly affect psychological well-being. These findings indicate that positive and memorable consumption experiences contribute more strongly to consumer well-being than emotional attachment alone.

Implications: Managers should prioritize delight-generating experiences through engaging interactions, memorable service encounters, and experiential value creation to strengthen both consumer psychological well-being and brand equity.

JEL Classification: M31, I31, L81

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