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.

(2019). Reprint of “A renaissance of brand experience: Advancing the concept through a multi-perspective analysis” [journal article - articolo]. In JOURNAL OF BUSINESS RESEARCH. Retrieved from http://hdl.handle.net/10446/131407

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

Andreini, Daniela;Pedeliento, Giuseppe;
2019

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.
articolo
Andreini, Daniela; Pedeliento, Giuseppe; Zarantonello, Lia; Solerio, Chiara
(2019). Reprint of “A renaissance of brand experience: Advancing the concept through a multi-perspective analysis” [journal article - articolo]. In JOURNAL OF BUSINESS RESEARCH. Retrieved from http://hdl.handle.net/10446/131407
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10446/131407
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