Enhancing brand experience and brand authenticity through octomodal mental imagery: the moderating role of social presence

Purpose This study investigated the impact of octomodal mental imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers’ growing demand for authentic brands. Design/methodology/approach Based on quantitative research and convenience sampling, data for the study were collected from 480 marketing students in Tehran, Iran. The research model is tested using partial least squares structural equation modeling (PLS-SEM). Findings The results showed that all the sensory attributes of OMI positively influenced consumers’ brand experience. Among the structural attributes of OMI, only spatial mental imagery positively influenced consumers’ brand experience, while autonomy and kinesthetic mental imagery did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship. Originality/value This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which helps brands maintain sustainable development in a competitive business environment.