A renaissance of brand experience: Advancing the concept through a multi-perspective analysis
By Daniela Andreini, Giuseppe Pedeliento, L. Zarantonello, Chiara Solerio. Journal of business research, 2018
89 citations recorded by the source corpus.
Brand experience is one of the most promising concepts to emerge in consumer research over the last decade. However, unlike other brand-related concepts, it has often been considered implicitly, not explicitly, in consumption dynamics. This paper aims to advance knowledge of the concept through an extensive literature review, covering studies that mention the phenomenon of brand experience both explicitly and implicitly (i.e., using relationship theory, service-dominant logic and consumer culture theory). We propose a multi-level framework encompassing the psychological, relational, social and cultural dynamic forces that may enhance the understanding of brand experience. In addressing the micro-, macro- and meso-levels of the proposed framework, we set out a research agenda designed to support a renaissance of brand experience in literature.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/475717c294d8656796f5ef1484b6213940f687fd
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Citations in the corpus
- Influence of brand experience on customer inspiration and pro-environmental intention (2020, background): “Andreini et al. (2018) criticized the boundaries in the brand experience literature; however, limited research has been conducted to test the effect of brand experience on intrinsic motivation.”