Brand Lands – Inszenierung begehbarer Erlebniswelten für den Kunden

Brand Worlds in Industrial Marketing

“…Yet, the amount of research is limited, and the definitions and use of terms are often contradictory. There is no empirical synthesis on these ideas and on types or categories of different brand worlds so far (Doyle et al, 2008;Kirchgeorg et al, 2012;Manlow & Nobbs, 2013) 2.3 experiential marketing, branding and brand worlds in b2b…”

“…Further main goals with different priorities were identified for B2C brand worlds, as depicted in Table 3.1. B2C visitors' expectations and demands have also been subject to investigation. When they visit brand worlds, they want to experience entertainment, flow, get information about the products and the brand, relax, be distracted and escape from their day-to-day live, experience community with other visitors, and feel well and appreciated by the operating company (Kirchgeorg et al, Adapted from Kirchgeorg, Springer, and Ermer (2012), Zentes, Ney, and Keßler (2014) 2012; Opaschowski, 2000;Zentes, Ney, & Keßler, 2014). These expectations and demands are summarized in Table 3.2.…”

“…Adapted from Kirchgeorg, Springer, and Ermer (2012), Opaschowski (2000), Zentes, Ney, and Keßler (2014) 'constructed' by organizations (Carù & Cova, 2007). But also a whole network of firms, employees, brands, experts, or opinion leaders can influence the customer experience, and therefore they need to be investigated from both the organizational and the customer's perspective (Kranzbühler et al, 2018;Tynan & McKechnie, 2009).…”

“…Borghini et al, 2009;Diamond et al, 2009;Gilmore & Pine, 2002;Hollenbeck et al, 2008;Joy et al, 2014;Kozinets et al, 2002;Sherry, 1998;Sherry et al, 2001). In two synoptical works, several main goals that operating companies pursue with their brand worlds in B2C with different priorities were identified (Kirchgeorg et al, 2012;Zentes et al, 2014): Goals with the highest priority are brand experience, brand and product presence, the determination of the own position in the competitive environment, as well as to improve, strengthen, and foster the own brand image. Medium priority goals are information, raising brand awareness, internal communication goals, the management and activation of existing customer relationships, and building trust.…”

“…Unfortunately, the amount of research on B2C brand worlds is limited, and the definitions and the use of terms are often contradictory. The literature is characterized by a lack of empirical synthesis on the different types of brand worlds and their characteristics (Doyle, Moore, Doherty, & Hamilton, 2008;Kirchgeorg, Springer, & Ermer, 2012;Manlow & Nobbs, 2013).…”