Experiences in E-servicescapes : A multiple case study on brand experiences in online environments and its relation to brand equity

Sammanfattning: With a fast-evolving digital society that offers individuals the option to shop from anywhere in the world, in a matter of seconds, competition amongst brands has never been tougher. It is therefore of greater importance for brands to distinguish themselves from competitors. Providing an extraordinary experience can be the distinguisher that sets a brand apart from competitors. The purpose of this thesis is to find out how brands build brand experience in e-servicescapes and to explore the relationship between brand experience and brand equity.    The empirical findings were gathered using a qualitative multiple case study. With a purposive sampling method three companies were selected. With the strategy of semi-structured interviews, information was gathered and later analyzed, discussed and compared with the previous literature findings, with the help of a thematic analysis method.     The conclusion shows that the selected cases for this thesis do in fact put a lot of emphasis on brand experience. A commonly found theme is that the selected cases all implied the direct relation between brand experience and brand equity, according to the empirical data they were highly interlinked. This thesis provides useful insights on how to build a strong general brand experience in e-servicescapes, whilst also giving the reader useful tools on how to build brand experience.