A renaissance of brand experience: Advancing the concept through a multi-perspective analysis

Daniela Andreini, Giuseppe Pedeliento, Lia Zarantonello, Chiara Solerio

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Abstract

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.

© 2018, Elsevier. The attached document (embargoed until 12/06/2021) is an author produced version of a paper published in JOURNAL OF BUSINESS RESEARCH uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
Original languageEnglish
Pages (from-to)123-133
JournalJournal of Business Research
Volume91
Issue numberOctober
Early online date12 Jun 2018
DOIs
Publication statusE-pub ahead of print - 12 Jun 2018

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