Abstract

Purpose: This paper aims to fill the theoretical gap in understanding and practical implementation by examining how sports brands in Australia use brand experience to link emotional response and brand engagement. Design/methodology/approach: The study fits into the positivist paradigm. The starting point is the stimulus-organism-response theory. A quantitative method, which is an online survey, was used to collect data. Responses from 610 respondents were collected, and after they were cleaned, data from 526 participants were analyzed. The conceptual model of the relationships between variables was verified using the regression method. Findings: The findings confirmed the hypotheses. Brands investing in comprehensive experiences effectively generate positive emotions among consumers, increasing consumer brand engagement. Research limitations/implications: The study sample was limited to the Australian population. Further limitations include the relatively small sample size and the participants' demographics skewed towards specific age ranges, which limit the potential for generalization to broader populations or industries. Future research could overcome these limitations by exploring different industries or cultural contexts and using more objective means of data collection. Practical implications: The article offers practical recommendations for creating emotionally compelling campaigns. More significant investment in experiential marketing can strengthen customer bonds and long-term relationships with sports brands. Social implications: Sports brands uniquely unite people and strongly influence communities, so sports organizations must consider the social consequences of their actions. Their actions can affect physical health and social integration, shaping values and building bonds between people. Sports organizations that consider the social aspects of their activities can build strong, positive relationships with fans, partners, and local communities. Originality/value: This article advances the understanding of experiential marketing by highlighting the importance of emotional responses in promoting strong associations between consumers and brands. The findings have implications for academics and practitioners working in advertising and brand communication more broadly in the context of the Australian sports industry.

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