Building the service brand by creating and managing an emotional brand experience

By S. Morrison, F. Crane. 2007

381 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Influence of sensory stimuli on brand experience, brand equity and purchase intention (2017, positive): “Morrison and Crane (2007) argue that marketers need to create sense-based, emotional holistic experiences that deliver the emotional fulfilment that can lead to brand differentiation, customer loyalty and evangelical promotion of brands.”
Going back to its roots: Can hospitableness provide hotels competitive advantage over the sharing economy? (2019, background): “Morrison and Crane (2007) also 13 emphasized the need for marketers to build strong service brands by creating and 14 managing emotional brand consumption experiences.”
Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, background): “Due to increased competition and the inability of generic marketing constructs in generating the desired outcomes from customers, marketers have realized the importance of relationship management for creating a unique value proposition for customers (Iglesias et al., 2011; Morrison & Crane, 2007).”
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, methodology): “Earlier, branding practices were used to build the image of a product/service (Morrison and Crane, 2007) through a”