Abstract
The authors discuss the current state and future scenarios of brand experience – a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.
| Original language | English |
|---|---|
| Pages (from-to) | 727-733 |
| Journal | Journal of Brand Management |
| Volume | 21 |
| Issue number | 9 |
| Publication status | Published - 2014 |
Keywords
- Brand experience
- Experiential marketing
- Consumption experience
- Happiness