Kathedralen und Ikonen des 21. Jahrhunderts: Zur Faszination von Erlebniswelten

Brand Worlds in Industrial Marketing

“…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).…”

“…B2C visitors' motivations, 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, 2012;Opaschowski, 2000;Zentes et al, 2014).…”

“…B2C brand world visitors mainly seek for autotelic, hedonic, and emotional experiences based on entertainment, information, flow, relaxation, diversity, escapism, community and a general sense of well-being and appreciation by the operating company. Their visit is often unrelated to a specific buying situation and motivated mostly by the visitors themselves (Kirchgeorg et al, 2012;Opaschowski, 2000;Österle et al, 2018a, 2018bZentes et al, 2014). Business visitors to B2B brand worlds, on the other hand, have more utilitarian expectations.…”