Customer experiences with brands: Literature review and research directions

Rageh, Ahmed; Melewar, T.C.; Lim, Lynn L.K.; Woodside, Arch G.

doi:10.1362/146934711x589435

Cited by 54 publications

(26 citation statements)

References 86 publications

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“…It is argued that brand experience plays a fundamental role in determining consumer preferences and future decisions (Brakus et al, 2009;Gentile et al, 2007). The consequences of brand experience include enhancement of consumers' behavioural intentions, verified in an online context (Morgan-Thomas & Veloutsou, 2013;Rose, Hair, & Clark, 2011), and brand loyalty (Brakus et al, 2009;Ismail, Melewar, Lim, & Woodside, 2011;Pullman & Gross, 2004).…”

Section: Brand Experiencementioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

183

181

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Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers' experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences. ARTICLE HISTORY

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Section: Brand Experiencementioning

confidence: 99%

A brand preference and repurchase intention model: the role of consumer experience

Ebrahim

Ghoneim

Irani

et al. 2016

Journal of Marketing Management

183

181

View full text Add to dashboard Cite

show abstract

“…Studies have elaborated upon experience in respect of customers (Gentile, Spiller, & Noci, 2007) and brands (Brakus, Schmitt, & Zarantonello, 2009), i.e., customer experience and brand experience respectively. The formation and behavioural outcomes of customer experience are discussed in many studies (Klaus, Gorgoglione, Buonamassa, Panniello, & Nguyen, 2013;Rahman, 2006;Verhoef et al, 2009), as well as studies on customer experience review that provide directions for future research, which are also present in literature (Garg, Rahman, & Kumar, 2011;Rageh Ismail, Melewar, Lim, & Woodside, 2011). Within the field of brand experience, theory development is in a nascent stage and an established theoretical framework has yet to be developed (Schmitt, 2009).…”

mentioning

confidence: 99%

Brand experience formation mechanism and its possible outcomes: A theoretical framework

Khan¹,

Rahman²

2015

Mark. Rev.

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“…In the subject literature is found three definitions of experience (Ismail et al, 2011): Based on being holistic, focusing on the human being (and not just his/her role as a consumer) and all the interactions that occur with the enterprise (LaSalle and Britton, 2003), i.e., "the customer experience originates from a set of interac tions between a customer and a product, a company, or part of its organization, which provoke a reaction. This experience is strictly individual and implies the customer's involvement at different levels (rational, emotional, sensorial, physical and spiritual)" (Gentile, Spiller and Noci, 2007, p. 397…”

Section: Attitudes Of Polish Consumers Toward Experiential Marketingmentioning

confidence: 99%

“…Deliberately planned by the enterprise and focusing on the consumer, who is engaged through social and physical interaction (Carbone and Haeckel, 1994;Pine and Gilmore, 1999;Prahalad and Ramaswamy, 2004), Subjective, as each consumer decides about the level of engagement and then estimates its results, Inducing strong and positive emotions (Gentile et al, 2007;Ismail et al, 2011;Shaw and Ivens, 2002) 2 .…”

Section: Monika Skorekmentioning

confidence: 99%

Attitudes of Polish Consumers Toward Experiential Marketing

Skorek

2016

JMBACE

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Purpose: The experience economy is a concept that can be defined as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly difficult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company. Methodology:This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing. Results/findings:The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them.

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Customer experiences with brands: Literature review and research directions

Cited by 54 publications

References 86 publications

A brand preference and repurchase intention model: the role of consumer experience

A brand preference and repurchase intention model: the role of consumer experience

Brand experience formation mechanism and its possible outcomes: A theoretical framework

Attitudes of Polish Consumers Toward Experiential Marketing

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