Toward Conceptualizing Episodic Branding: An Empirical Study for Identifying Owned and Given Episodes
(A2019-9080)

AUTHORS

Hiroharu OCHIHARA, Oriental Land Co.,Ltd.; Katsue EDO, Prefectural University of Hiroshima, Hiroshima Business and Management School; Toshihiko MIURA, Chuo University, Department of Commerce

KEYWORDS

Owned episodes; Given episodes; Episodic Branding

ABSTRACT

Episodic branding is a new brand strategy that applies consumers’ episodes. In this study, our objective is to discuss the concept of episodes theoretically, and clarify them through an empirical research for the development of Episodic Branding. From the literature of episodic memory and other similar concepts, we have found out that episodes should be separated into ‘Owned episodes’ and ‘Given episodes’. Owned episodes are episodes that are actually experienced by the consumers themselves. In contrast, Given episodes are considered as simulated episodes, which are mainly experienced by others. An empirical research was conducted to confirm the existence and effects of Owned and Given episodes. A framework with Self-brand connection was constructed. Factor analysis and Structured Equation Modelling (SEM) were used for confirmation. Existence of the two episodes and effects on Self-brand connection were confirmed, which gives us implication to the progress of future Episodic Branding.

REFERENCES

This work was supported by JSPS KAKENHI Grant Number JP 26380573.