Brand Experience (brand + experience)

Distribution by Scientific Domains


Selected Abstracts


Integrated Brand Experience Through Sensory Branding and IMC

DESIGN MANAGEMENT REVIEW, Issue 3 2009
Jai Beom Kim
The Brand Experience Wheel is one way to move from the traditional marketing environment to a more integrated model,one that integrates sensory branding with brand touch-points. We take a look at strategic communications management and strategic brand management with reference to recent products from Nike and Puma. [source]


The Design in Wine

DESIGN MANAGEMENT REVIEW, Issue 2 2010
Ronna Chisholm
In the wine industry, design can be crucial,and its uses go far beyond the label on the bottle. From the systems responsible for making the wine in the first place to all the details that go into creating a brand experience, design plays a part before the first glass is poured. [source]


Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust

JOURNAL OF CONSUMER BEHAVIOUR, Issue 6 2005
Hong-Youl Ha
Abstract Creating a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e-performance. E-tailors are just as likely to try to influence consumers' shopping behaviour, through atmospherics and service, as brick-and-mortar stores. This study investigates several questions that have been left unanswered in recent studies of consumer behaviour in the context of internet-based marketing. Its focus lies in addressing the issue of whether there is a direct relationship between brand experience and brand trust or whether there is an indirect relationship via satisfaction or brand familiarity. The results of an empirical study of e-consumer behaviour show that brand trust is achieved through the following dimensions operating and interrelating as antecedent constructs: first, various brand experiences and the search for information, secondly, a high level of brand familiarity, and thirdly, customer satisfaction based on cognitive and emotional factors. These findings should assist marketers and academics in their understanding of the development of brand trust in an internet-based environment. Copyright 2005 John Wiley & Sons, Ltd. [source]