Enhancing brand equity through sublime experience: the mediating role of consumers' branded content engagement

This study explores how consumers' sublime experiences with branded social media content influence their engagement behaviours and, in turn, enhance consumer-based brand equity. In Study 1 (n = 281), exploratory factor analysis was performed to determine the factor structure, revealing a two-factor, 12-item sublime experience construct. Study 2 (n = 269) employed confirmatory factor analysis, confirming sublime experience as a higher-order construct encompassing aesthetic- and awe-inspiring experiences. Study 3 (n = 279) was conducted to validate the sublime experience scale and test the proposed hypotheses. Data were collected through an online survey of Facebook users. The findings indicate that sublime experience enhances consumer engagement behaviours, including content consumption, contribution, and creation. Moreover, consumer engagement was found to mediate the relationship between sublime experience and brand equity.