21 Apr Brand experience
A brand provides both functional and experiential values which are often resulted from brand experience (Cleff et al., 2014). Brand experience refers to consumers’ purchase and consumption experiences with the brand and the organization, as well as to the brand influence on non-consumers (Khan and Rahman, 2015). Customers today not only seek the tangible benefits provided by the brand organization but also the experience associated with the brand (Ong et al., 2018). Experiences can be felt in different realms, depending on how the consumer is connected with the environment per se (aesthetic), with the joy (entertainment), acquire knowledge/expertise (educational) and fully involved in the experience (escapism) (Pine and Gilmore, 1998; Suntikul and Jachna, 2016). Different components of experiences can emerge in a service encounter such as sensory (related to the experiences felt though our senses), affective (related to sentimental inter-actions), behavioural (related to actions taken by consumers who enjoy the experience) and intellectual (the rational thoughts emerged by the experience, Brakus et al., 2009). Brand experience is therefore defined as “subjective, internal consumer responses” (Brakus et al., 2009: 53) that can be experienced in “sensory, affective, intellectual, behavioural and social terms” (Brakus et al., 2009, p 53).
– Brakus, J.J., Schmitt, B.H., Zarantonello, L., 2009. Brand experience: what is it? How is it measured? Does it affect loyalty? J. Mark. 73 (3), 52–68.
– Cleff , T., Lin, I.C., Walter, N., 2014. Can you feel it? – the effect of brand experience on brand equity. The UIP Journal of brand management 2, 8 –27.
– Pine, J., Gilmore, J., 1998. Welcome to the experience economy. Harv. Bus. Rev. 76 (4), 97–105.
– Suntikul, W., Jachna, T., 2016. The co-creation/place attachment nexus. Tourism Management. 52, 276– 286.