The current state and future of brand experience

Schmitt, Bernd H.; Brakus, J. Joško; Zarantonello, Lia

doi:10.1057/bm.2014.34

Cited by 84 publications

(68 citation statements)

References 37 publications

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“…The results of these interactions are the experiential responses stored in the consumer's memory (Pine & Gilmore, 1998). This implies a new role for the brand as an experience provider rather than as an identifier (Schmitt, Brakus, & Zarantonello, 2014). Consumer experience is holistic and distinguishes between basic cognitive, affective and sensorial systems (Gentile et al, 2007).…”

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

157

177

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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

157

177

View full text Add to dashboard Cite

show abstract

“…This is partly because MICE (meetings, incentives, conferencing, exhibitions) are used for internal company purposes, such as salesforce motivation or cultural alignment as well as for external commercial gain such as business networking, business development, customer loyalty, and brand building (Arcodia & Robb, 2000;Schmitt, Brakus, & Zarantonello, 2015). While the business and industrial marketing literature has studied value for companies and businesses (see Lindgreen, Hingley, Grant, & Morgan, 2012, for a recent review), less has been said about value from the personal perspective of the individuals involved in the business relations, the so-called "consumerization of B2B".…”

Section: Introductionmentioning

confidence: 99%

Why should I attend? The value of business networking events

Mitchell

Schlegelmilch

Mone

2016

Industrial Marketing Management

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Despite an increasing variety of technological means enabling business people to exchange information without ever meeting in person, the events industry continues to grow. To help to understand why this is, a study was conducted based on 35 in-depth interviews with attendees and event organizers. The findings highlight the main types of value individuals extracted and identify the implications for measurement practice for what, where, how and when to assess value. These insights can help in determining the ROI of networking events for businesses.

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“…Respondemos às experiências com comportamentos. Por fim, possui uma dimensão cognitiva, que compreende que a experiência deriva do conhecimento adquirido nas nossas interações (SCHMITT; BRAKUS; ZARANTONELLO, 2015). As marcas desempenham um papel cada vez mais determinante nas experiências de consumo propriamente ditas para estimular estados psicológicos positivos nos consumidores (SCHMITT; BRAKUS; ZARANTONELLO, 2015).…”

Section: Experiência Com a Marcaunclassified

“…Por fim, possui uma dimensão cognitiva, que compreende que a experiência deriva do conhecimento adquirido nas nossas interações (SCHMITT; BRAKUS; ZARANTONELLO, 2015). As marcas desempenham um papel cada vez mais determinante nas experiências de consumo propriamente ditas para estimular estados psicológicos positivos nos consumidores (SCHMITT; BRAKUS; ZARANTONELLO, 2015). Estudos têm observado sua aplicação em diversos momentos de contato com o consumidor, como a internet (HÁ; PERKS, 2005), produto (IGLSESIAS L L., 2011), no setor de serviços (NYSVEEN L L., 2013) e varejo (KHAN; RAHMAN, 2015) ou até mesmo quando se observa sua aplicação na marca corporativa (HAMZAH L L., 2014).…”

Section: Experiência Com a Marcaunclassified

“…As experiências de consumo procuram gerar sensações, e estados cognitivos e comportamentais positivos para os consumidores, com vistas a um relacionamento de longo prazo (BRAKUS; SCHMITT; ZARANTONELLO, 2009;ZARANTONELLO, 2015), embora isto nem sempre ocorra. Dessa forma, esperamos que houvesse uma relação positiva e significante entre a experiência com a marca e a lealdade (H2), e da experiência com a marca com o amor à marca (H3).…”

Section: Hipóteses E Modelo Conceitualunclassified

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A influência da relação afetiva e experiencial no processo de criação de lealdade: uma análise do mercado de telefonia móvel no Brasil

et al. 2016

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ResumoAs inovações em tecnologia móvel trouxeram mais dinâmica ao dia a dia. O uso de celulares particularmente se incorporou ao modo de vida das pessoas, permitindo que experiências de vida e consumo em serviços sejam cada vez mais intensas e dinâmicas. Ao mesmo tempo, as marcas que fornecem estes serviços se incorporaram à identidade dos indivíduos como forma de expressão do self. Este artigo tem por finalidade analisar as relações de experiência com as marcas em serviços, as relações afetivas com as marcas e as respostas do consumidor em termos de lealdade no setor de telefonia móvel brasileiro. Foi realizado um levantamento de campo com 126 estudantes consumidores de serviços de telefonia móvel. Os dados foram analisados por meio de modelagem de equações estruturais. Identificou-se 1 Graduação em Marketing pela Universaidade Nove de Julho -UNINOVE. Afiliação: UNINOVE. Brasil. Lattes: http:/

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The current state and future of brand experience

Cited by 84 publications

References 37 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

Why should I attend? The value of business networking events

A influência da relação afetiva e experiencial no processo de criação de lealdade: uma análise do mercado de telefonia móvel no Brasil

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