Relevant bibliographies by topics / EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND'

Author: Grafiati
Published: 24 April 2022

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND"

1

Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.

Full text
Abstract:
Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
APA, Harvard, Vancouver, ISO, and other styles
2

Rentschler, Ruth, Kerrie Bridson, and Jody Evans. "Exhibitions as sub-brands: an exploratory study." Arts Marketing: An International Journal 4, no. 1/2 (September 30, 2014): 45–66. http://dx.doi.org/10.1108/am-07-2014-0023.

Full text
Abstract:
Purpose – The purpose of this paper is to explore the adoption of major exhibitions, often called blockbusters, as a sub-branding strategy for art museums. Focusing the experience around one location but drawing on a wide data set for comparative purposes, the authors examine the blockbuster phenomenon as exhibition packages sourced from international institutions, based on an artist or collection of quality and significance. The authors answer the questions: what drives an art museum to adopt an exhibition sub-brand strategy that sees exhibitions become blockbusters? What are the characteristics of the blockbuster sub-brand? Design/methodology/approach – Using extant literature, interviews and content analysis in a comparative case study format, this paper has three aims: first, to embed exhibitions within the marketing and branding literature; second, to identify the drivers of a blockbuster strategy; and third, to explore the key characteristics of blockbuster exhibitions. Findings – The authors present a theoretical model of major exhibitions as a sub-brand. The drivers identified include the entrepreneurial characteristics of pro-activeness, innovation and risk-taking, while the four key characteristics of the blockbuster are celebrity; spectacle; inclusivity; and authenticity. Practical implications – These exhibitions are used to augment a host art museum’s own collection for its stakeholders and differentiate it in the wider cultural marketplace. While art museum curators seek to develop quality exhibitions, sometimes they become blockbusters. While blockbusters are a household word, the terms is contested and the authors know little about them from a marketing perspective. Social implications – Art museums are non-profit, social organisations that serve the community. Art museums therefore meet the needs of multiple stakeholders in a political environment with competing interests. The study draws on the experiences of a major regional art museum, examining the characteristics of exhibition sub-brands and the paradox of the sub-brand being used to differentiate the art museum. This paper fills a gap in both the arts marketing and broader marketing literature. Originality/value – The use of the identified characteristics develops theory where the literature has been silent on the blockbuster sub-brand from a marketing perspective. It provides an exemplar for institutional learning on how to initiate and manage quality by popular exhibition strategies.
APA, Harvard, Vancouver, ISO, and other styles
3

Horyslavets, Pavlo, Mariia Plonka, and Viktor Trynchuk. "Experience marketing and its tools in promoting the insurance services." Innovative Marketing 14, no. 1 (May 18, 2018): 41–48. http://dx.doi.org/10.21511/im.14(1).2018.05.

Full text
Abstract:
Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.
APA, Harvard, Vancouver, ISO, and other styles
4

Witkowski, Terrence H. "Arms and armor collecting in America: history, community and cultural meaning." Journal of Historical Research in Marketing 12, no. 4 (August 24, 2020): 421–47. http://dx.doi.org/10.1108/jhrm-12-2019-0050.

Full text
Abstract:
Purpose This study aims to present a history and critical analysis of arms and armor collecting in America from the late 19th century until the present day. Design/methodology/approach The research draws from the literature on arms and armor, from primary written, visual and material evidence, and from the author’s long experience as an antique gun and sword collector. Findings American arms and armor collectors have included men of great wealth, museums and their curators and many enthusiasts of more modest means. Collectors, dealers and curators have created a substantial arms literature. Collectors have organized around various types of artifacts, historical periods and company brands. Dealers, auction houses and manufacturers have provisioned the market with period pieces and reproductions. Originality/value The history of antique arms and armor collecting is regarded as a social activity where enthusiasts have pursued “serious leisure” through consumption and brand communities. This history is further analyzed as a cultural practice wherein generations of collectors have interpreted the meaning of antique arms and armor.
APA, Harvard, Vancouver, ISO, and other styles
5

Beig, Faseeh Amin, and Fayaz Ahmad Nika. "Brand Experience and Brand Equity." Vision: The Journal of Business Perspective 23, no. 4 (October 7, 2019): 410–17. http://dx.doi.org/10.1177/0972262919860963.

Full text
Abstract:
Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.
APA, Harvard, Vancouver, ISO, and other styles
6

Shahzad, Muhammad Faisal, Muhammad Bilal, Jin Xiao, and Tahir Yousaf. "Impact of smartphone brand experience on brand equity." Journal of Islamic Marketing 10, no. 2 (June 10, 2019): 440–64. http://dx.doi.org/10.1108/jima-04-2017-0045.

Full text
Abstract:
Purpose The purpose of this study is to find the influence of brand experience on brand equity with the mediation of hedonic emotions, utilitarian emotions and brand personality among the smartphone users in Pakistan. Design/methodology/approach The survey based on empirical method was used to administrate the questionnaire. The data were collected from a millennial generation in Sargodha city. Skewness, Kurtosis’s, correlation and regression techniques were used to analyze data. Findings The finding of this study shows that the hedonic emotions, utilitarian emotions and brand personality mediate the relation between brand experience and brand equity. The study will help brand managers and academia in understanding the hedonic and utilitarian emotional pattern, and the congruence between the personality and smartphone brand users and behavior pattern of young users. Research limitations/implications Research support the argument that promoting emotional aspects is significant for the sustainability of brand equity of the smart-phone brands. Segments other than young consumers would be more interesting to study. Practical implications This paper provides implications for smart phone marketers on smart phone consumption behavior. Marketing managers must link products attributes to the personality of the user and promote them that will emotionally attach users to the product. Originality/value This paper presents key findings on smart phone buying experience using utilitarian value approach followed by hedonic consumption approach and found to be significant predicators.
APA, Harvard, Vancouver, ISO, and other styles
7

Biscaia, Rui, Galen Trail, Stephen Ross, and Masayuki Yoshida. "A model bridging team brand experience and sponsorship brand experience." International Journal of Sports Marketing and Sponsorship 18, no. 4 (November 6, 2017): 380–99. http://dx.doi.org/10.1108/ijsms-07-2016-0038.

Full text
Abstract:
Purpose Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience. Design/methodology/approach To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli. Findings This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors. Originality/value This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework.
APA, Harvard, Vancouver, ISO, and other styles
8

Kumar, Vikas, and Arun K. Kaushik. "Building consumer–brand relationships through brand experience and brand identification." Journal of Strategic Marketing 28, no. 1 (June 8, 2018): 39–59. http://dx.doi.org/10.1080/0965254x.2018.1482945.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Jeong, Gap Yeon, Chae Chang Im, and Min Suk Kim. "The Effect Of Brand Experience Provider On Brand Experience: Focus On Korean Cosmetic Brand Shop." Journal of Applied Business Research (JABR) 33, no. 6 (October 31, 2017): 1205–28. http://dx.doi.org/10.19030/jabr.v33i6.10055.

Full text
Abstract:
This present research distinguishes brand experience providers of cosmetic companies that include three elements: Brand identity elements of cosmetic brand shops (feminine and environmental-friendly brand identity); Marketing mix elements (level of iconic product, level of steady-seller product, reasonable pricing, convenience of location, quality of additional service); Cosmetic brand store elements (effective product assortment, atmosphere of a store, availability of testers, proficiency of consultants). This paper aims to explore these elements and the effect of brand experience provider on all brand experience dimensions; sensory, affective, intellectual, and behavioral experience. After the review of extant studies, we propose 11 hypotheses. Based on the collected 295 consumers of experienced cosmetic brand shop, the proposed model is testified with the SPSS 15.0 and AMOS 7.0 is supported. According to the result of empirical analysis, it turns out that, in terms of characteristics of brand experiential provider, 'feminine brand identity', 'iconic product', 'steady seller product', 'convenient location', 'additional service quality', 'assortment', 'atmosphere', 'self-tester', and 'consultant' affected the customers' holistic brand experience of cosmetic brand shop. However, 'environmental-friendly brand identity', 'reasonable price' results to have no influence on the holistic brand experience of brand of cosmetic brand shop. The study produced a theoretical implication on brand experience that it empirically approached to factors of brand experiential provider on holistic brand experience of store. The earlier studies were at best conceptual analysis or they mainly dealt with in-store factor, whereas this paper divides factors that affect the customer's overall experience into 'brand identity', 'marketing mix strategy', and 'physical environment of in-store'.
APA, Harvard, Vancouver, ISO, and other styles
10

Khan, Imran, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam, and Zillur Rahman. "Brand engagement and experience in online services." Journal of Services Marketing 34, no. 2 (December 19, 2019): 163–75. http://dx.doi.org/10.1108/jsm-03-2019-0106.

Full text
Abstract:
Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Dissertations / Theses on the topic "EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND"

1

Johnson, Annie, Julia Carlsson, and Rebecca Larsson. "The Pop(up)ular Brand Experience." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49075.

Full text
Abstract:
It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.
APA, Harvard, Vancouver, ISO, and other styles
2

Oreski, Mario, and Adrian Dilaveri. "Good vibes? The effect Brand Experience has on Attitudinal Brand Loyalty through Social Media. : A Quantitative Study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65110.

Full text
Abstract:
Authors: Adrian Dilaver and Mario Oreski Tutor: Urban Ljungquist Examiner: Anders Pehrsson Purpose: The purpose of this study the relationship between brand experience, brand trust  and brand loyalty. Research questions: What type of relationship does brand experience have with brand loyalty? How does brand trust affect the relationship between brand experience and brand loyalty? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 113 respondents. Conclusion: The findings of this research partially supports that sensory-, intellectual- and behavioral experience have a positive- and direct relationship with brand loyalty. Affective experience did not have a positive relationship with brand loyalty, not even when tested separately. The mediating variable in this study (brand trust), also partially mediated the relationship between sensory-, intellectual- and behavioral experience and brand loyalty. However, brand trust did not mediate the relationship between affective experience and brand loyalty.

Acnkowledgments

This study could not have been conducted without the help of several people. Firstly, we would like to thank Urban Ljungquist for his guidance and assistance throughout this process. We would also like to thank Anders Pehrsson for giving us valuable feedback and input during the seminars. Further, we want to thank all of the respondents who participated in our survey and made it possible for us to conduct our research. Lastly, the researchers would like to thank each other for supporting and encouraging one another during this process.

Linnaeus University  

Växjö 26th of May 2017

APA, Harvard, Vancouver, ISO, and other styles
3

Ewing, Douglas R. "When Does Brand Matter? An Empirical Examination of the Roles of Attachment, Experience, and Identity within Consumer-Brand Relationships." University of Cincinnati / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1275917499.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Lacalendola, Chiara, and Daniella Sinanagic. "The Power of the Five Senses : A Multisensory Brand Experience in Sport stores." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97075.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

DellaBruna, Sylvie, and Beata Edlund. "Directing Customer Social Identity Through Influencer Marketing and Brand Co-creationActivities : A NA-KD Case Study." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49010.

Full text
Abstract:
Background: Today, for firms to engage with customers, it takes more than traditional advertisements, enticing prices and celebrity endorsements. Customers now rely on and expect to become an active rather than passive participant in the firm’s branding and marketing activities. Due to this change in the marketing environment firms have moved towards utilizing social media influencers and brand co-creation activities to drive the level to which customers connect their self-concepts with the brand.      Purpose: The purpose of this thesis is to explore the unique ways in which NA-KD uses their influencer marketing strategy and brand co-creation activities to drive the social identities of their customers and to create a model that visualizes this process. Method: An exploratory study has been conducted by the authors to investigate the influencer marketing and brand co-creation activities of the firm as to address the purpose of this paper. A single case study was performed where NA-KD was the primary subject of research. Semi-structured interviews with key employees working within marketing, collaborations and content creation was the primary source of data collection.    Conclusion: The empirical findings demonstrated the processes which employees at NA-KD created to develop their influencer marketing and brand co-creation strategies. The findings showed that the social identities of customers in an influencer-born firm are able to be directed through the activities within influencer marketing and brand co-creation. From these findings a conceptual model representing the process and management of social identity direction and producer-consumer relationship formation. This process includes influencer marketing, brand co-creation and brand experience, managed by methods of CRM and circle mapping to allow for self-brand connections and continued firm growth to occur.
APA, Harvard, Vancouver, ISO, and other styles
6

Elowsson, Erik, and Jessica Johansson. "Keep On Running : progressing customer experience through digital platforms: a case study of Nike+." Thesis, Stockholms universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-113690.

Full text
Abstract:
Digital platforms have established new ways within marketing for consumers and brands to interact. This has called for a paradigm shift denoting a phenomenon of shifting consumer and company roles, creating opportunities for interaction and value creation. Nike – the worlds biggest sports apparel company – has succeeded in embracing these new conditions with their digital service application Nike+ and the related brand community. This case study of Nike+ sets out to investigate how these new structural conditions of digital platforms have affected the interactions between consumer and firm at the level of the brand. Ten semi- structured interviews with users of the Nike+ application were conducted together with a netnography of the Nike Running forum on Facebook. The data revealed how firms with the use of digital platforms, independent of locational boundaries, can form a synergy that allows for interaction and value creation for both brand and consumer. Consumers are given flexibility in the creation of brand experience, through the resources facilitated by the brand, hence having the opportunity to create and co-create useful value. From the process of this synergy brands are given a “second life” in the digitized sphere. A “second life” where consumer and brand process cooperate in order to influence each other’s processes as well as being a way to claim a central place in the everyday life of the consumer.
APA, Harvard, Vancouver, ISO, and other styles
7

Bergström, Axel, and Johan Malmsten. "Låt oss underhålla kunderna tillsammans! : Hur företag kan utnyttja partnership i sitt arbete medexperience marketing." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-16479.

Full text
Abstract:
Titel: Låt oss underhålla kunderna tillsammans! – Hur företag kan utnyttja partnerships i sittarbete med experience marketing Författare: Axel Bergström och Johan Malmsten Handledare: Christine Tidåsen Nivå: Kandidatuppsats, Marknadsföring 15 hp. VT 2011 Nyckelord: Experience marketing, partnership, upplevelsemarknadsföring, brand advocate Problemformulering: Hur kan företag utnyttja partnership för att få ut mer av sitt arbete medexperience marketing? Syfte: Syftet med uppsatsen var att förtydliga hur partnership kan utnyttjas i företags arbetemed experience marketing. Analysen kom fram till hur experience marketing kan utnyttjas påett mer fördelaktigt sätt med hjälp av partnership. Vi belyste vad som krävs för att lyckas medexperience marketing och vilka krav som ställs för att skapa ett framgångsrikt partnership. Metod: En kvalitativ forskningsansats med ett deduktivt tillvägagångssätt användes. Sexintervjuer gjordes med personer med erfarenhet ifrån arbete inom experience marketing ochpartnership. Teoretiskt perspektiv: Tidigare forskning inom experience marketing och partnershippresenterades. Efter detta redogjordes det sedan för hur de här två ämnena samverkar. Empiriskt perspektiv: Den insamlade primärdatan ifrån de sex intervjupersonernapresterades. Slutsats: Studien visade att ett företag med hjälp av partnership kan förstärka sitt arbete inomexperience marketing. Genom tydliga emotionella kopplingar till sina kunder i samverkanmed skapandet av unika kunderbjudanden blir kunderna mer än bara konsumenter, de blirbrand advocates. Oberoende av bransch eller storlek kan företag förbättra sitt arbete medexperience marketing genom att tillämpa partnerships.
APA, Harvard, Vancouver, ISO, and other styles
8

Sheri, Sindi, and Byron Traoudas. "Video Brand Storytelling, The Rise of Content Marketing : A qualitative study exploring the antecedents of brand perceptions." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69395.

Full text
Abstract:
Purpose: The purpose of this study is to explore video brand storytelling’s affect on the antecedents of brand perceptions. Design/Methodology/Approach: This study has a qualitative and an exploratory nature. The data collection method is in-depth semi-structured interviews. The authors conducted a pre-study in order to gain more knowledge about the topic , and enhance the operationalization for the main data collection method. Findings: The study concludes that video brand storytelling and its elements affect all the brand perceptions’ antecedents. Video brand storytelling is proved to be a powerful tool in content marketing since it can positively affect, even when consumers' perceptions towards the story are negative. A new antecedent of brand perceptions is proposed. Furthermore, a new element of video brand storytelling is also created. This study goes even deeper by connecting each of the elements of brand storytelling to the brand perceptions’ antecedents. Managerial and Theoretical contribution: This paper can be of great value to marketers and practitioners, since they will get suggestions about video brand storytelling’s use, in order to affect consumers as intended. The theoretical contributions of this study are also of great value since videos, brand storytelling and brand perceptions were never researched in the same context. New concepts and a new model are created, which can be a basis for future research. Quality: To add quality and validity to this study the authors include detailed processes through all the paper and provide thick descriptions and explanations.
APA, Harvard, Vancouver, ISO, and other styles
9

Sammour, Ammar Abdellatif Taha. "Corporate heritage brand identity, customer experience and satisfaction : the case study of John Lewis Partnership." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16324.

Full text
Abstract:
Purpose: This research studies the relationship between corporate heritage brand identity and customer satisfaction of John Lewis Partnership (JLP) which is one of the most successful British retail heritage brands internationally. It conceptualizes and addresses the key factors of corporate heritage brand identity including brand price, quality, design, and symbol. It examines the corporate heritage brand experience of JLP customers through which corporate heritage brand identity influences customer satisfaction. It also establishes the moderating role of brand innovation, word of mouth and multiple time dimensions on these relationships. Design/methodology/approach: A conceptual framework of corporate heritage brand identity is developed from the literature review. To improve the validity of this study, semi-structured interviews were carried out with JLP managers, senior partners and their loyal customers recommended by JLP. These interviews have verified and advanced the hypotheses informed from the reviewed literature. This study mainly adopts the quantitative survey research method approach to test the conceptual framework. An online questionnaire was sent to JLP customers through social media channels such as Facebook, Twitter, and LinkedIn. Off-line paper-based survey questionnaires were collected from customers in JLP stores located in five cities in the UK (London, Manchester, Liverpool, Leicester and Southampton). In total, a sample of 596 clean questionnaire responses were collected and used for this study to test the developed hypotheses. Findings: Data analysis results have confirmed the dynamic and essential role of heritage brand identity on attaining and sustaining customers' satisfaction of a corporate heritage brand from the retailing industry in the UK. The results revealed that corporate heritage brand identity dimensions (price, quality, design and symbol) are effective in representing the strength of corporate heritage brand identity. The confirmed that the dimensions of the corporate heritage brand identities of this study are indicating positive impacts on corporate heritage brand experience according to the data analysis results. The findings also suggest that these brand experience dimensions (sensory, affective, behavioural and intellectual) have a positive influence on improving customer satisfaction. Additionally, brand innovation and the time stream in this study strengthens the relation between corporate heritage brand identity and corporate heritage brand experience. Furthermore, word of mouth and the prospect future of a corporate heritage brand are of significance to improve customers' satisfaction through positive heritage brand experience. Originality/value: This is one of the few attempts to develop a conceptual framework of corporate heritage brand identity. The conceptual framework has confirmed the multiple dimensions of corporate heritage brand identity (including brand price, quality, design and symbol) and their impact on customers' experience and satisfaction. This study also identified the moderating role of brand innovation, word of mouth and multiple time dimensions on the relationships between corporate heritage brand identity and customers' experience and satisfaction. This is one of the first attempts to study corporate heritage branding management in the retailing industry sector. Managerial implications: The corporate heritage brand identity dimensions identified from this study have the potential to help brand managers develop and augment their corporate heritage brand management strategy, especially for the retailing industry as revealed in this study. Marketers and brand managers need to be aware of their corporate heritage brand treats such as price, quality, design and symbol to satisfy and sustain their customers. The findings reflect the importance of sustaining the traits of corporate heritage brand and being responsive and innovative to the market on time. Additionally, the fundamental function of Word of Mouth (WOM) in extending the communication channels between a brand and customers. The findings confirmed that Time Streams have a central role in demonstrating the identity and sustainability of a corporate heritage brand.
APA, Harvard, Vancouver, ISO, and other styles
10

Eriksson, Elin, and Niklas Larsson. "A Multi-Sensory Brand-Experience : Sensorial interplay and its impact on consumers' touch behaviour." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12153.

Full text
Abstract:
The purpose of this thesis is to explore to what extent different styling elements can be used within a retail store and how sensorial cues can affect customers buying behaviour by creating a multi-sensory brand-experience. Further, this project aims at contributing to the development of new knowledge regarding a multi-sensory brand-experience through the performance of an experiment. A quantitative research method with a deductive research approach has been used for this study, where theoretical concepts have been described and from which a number of hypotheses have derived as means to test the theoretical framework. In order to test our hypotheses, a research strategy in the form of experiments has been performed in the computer department at Media Markt, Kalmar. General assumptions have then been drawn from the analysis of the results in order to provide sound recommendations for marketers regarding sensory marketing in general and foremost the multi-sensory brand-experience.   The result of our study shows that it is beneficial for marketers to use styling elements and sensorial cues as means to connect with customers and enhance their emotional response. The study also shows that a combination of the sensorial cues of sight and sound together contributes to an experience that is positive and memorable for the customers. Additionally, the results of this study shows that a combination of these sensory cues leads to a change in customers behaviour and create approach behaviour through awareness of products that otherwise could be missed.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Books on the topic "EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND"

1

The experience effect: Engage your customers with a consistent and memorable brand experience. New York: AMACOM, 2010.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
2

Pŭraendŭ wa kogaek ch'ehŏm: Brand and customer experience. Kyŏnggi-do P'aju-si: Idam Books, 2012.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
3

Joseph, Jim. The experience effect: Engage your customers with a consistent and memorable brand experience. New York: AMACOM, 2010.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
4

Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Beverly, MA: Rockport Publishers, 2007.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
5

Marc Gobé and Joël Desgrippes on emotional brand experience. Beverly, MA: Rockport Publishers, 2007.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
6

Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Beverly, MA: Rockport Publishers, 2007.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
7

Hellman, Anne. Marc Gobé and Joël Desgrippes on emotional brand experience. Beverly, MA: Rockport Publishers, 2007.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
8

Experience the message: How experiential marketing is changing the brand world. Toronto: McClelland & Stewart, 2005.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
9

Experience the message: How experiential marketing is changing the brand world. New York, N.Y: Carroll & Graf Publishers, 2006.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
10

Kaufmann, Lawrence. Branding electric utility products: Analysis and experience in related industries. Washington, DC: Edison Electric Institute, 1997.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
More sources

Book chapters on the topic "EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND"

1

Hultén, Bertil, Niklas Broweus, and Marcus van Dijk. "The Brand as Sensory Experience." In Sensory Marketing, 155–77. London: Palgrave Macmillan UK, 2009. http://dx.doi.org/10.1057/9780230237049_8.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Corbae, Gerald, Jakob B. Jensen, and Dirk Schneider. "Customer Experience — Holistic Brand Management." In Marketing 2.0, 59–76. Berlin, Heidelberg: Springer Berlin Heidelberg, 2003. http://dx.doi.org/10.1007/978-3-540-24783-8_5.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Halpern, Nigel, and Anne Graham. "The airport product, brand and experience." In Airport Marketing, 152–91. 2nd ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003039563-6.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Österle, Benjamin, Marc M. Kuhn, and Jörg Henseler. "The Dynamic Nature of Brand Experience." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 789–99. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_211.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Atwal, Glyn, and Alistair Williams. "Luxury Brand Marketing – The Experience Is Everything!" In Advances in Luxury Brand Management, 43–57. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-51127-6_3.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Koronaki, Eirini, Prokopis K. Theodoridis, and George G. Panigyrakis. "Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective." In Strategic Innovative Marketing and Tourism, 783–88. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_86.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

(Christine) Sung, Eunyoung. "Brand Experience via Mobile AR App Marketing." In Augmented Reality and Virtual Reality, 3–9. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-37869-1_1.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Robinson, Mark L. "Building Brand Loyalty: Improving the Retail Fueling Experience." In Marketing Big Oil, 130–35. New York: Palgrave Macmillan US, 2014. http://dx.doi.org/10.1057/9781137388070_17.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Harris, Patricia, Caroline Kluppel-Strobel, and Raida Shakhiry. "An Exploration of Brand Experience Development and Management." In Marketing Transformation: Marketing Practice in an Ever Changing World, 209–16. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-68750-6_63.

Full text
APA, Harvard, Vancouver, ISO, and other styles
10

Coelho, António, Ana Sampaio, and Pedro Rodrigues. "The Influence of Brand Experience in City Marketing." In Marketing and Smart Technologies, 242–52. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-15-1564-4_23.

Full text
APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND"

1

Yu, Xiaolei, and Kyung Hoon Kim. "BRAND EXPERIENCE, BRAND TRUST AND CUSTOMER EQUITY IN SNS : A COMPARATIVE STUDY ON NATIONALITY AND BRAND." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.11.07.02.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Park, Min-Sook, Jong-Kuk Shin, and Mi-Ri Kim. "THE EFFECTS OF SPA BRAND EXPERIENCE AND STORE EXPERIENCE ON CUSTOMER EQUITY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.02.09.02.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Park, Min-Sook, Jong-Kuk Shin, and Mi-Ri Kim. "THE EFFECTS OF SPA BRAND EXPERIENCE AND STORE EXPERIENCE ON CUSTOMER EQUITY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.08.07.01.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Barajas-Portas, Karla. "Interaction and brand experience as a path for brand love: a PLS-SEM marketing application." In 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users. University of Twente, 2015. http://dx.doi.org/10.3990/2.327.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Dyankov, Todor. "MARKETING OPPORTUNITIES FOR MANAGING CUSTOMER EXPERIENCE WITH THE TOURIST BRAND." In TOURISM AND CONNECTIVITY 2020. University publishing house "Science and Economics", University of Economics - Varna, 2020. http://dx.doi.org/10.36997/tc2020.349.

Full text
Abstract:
The generl goal of this research study is to rethink the marketing opportunities to manage the customer experience with the tourism brand based on some world-renowned marketing innovations in tourism. The ongoing global pandemic crisis poses challenges to the future successful development of tourism and in particular tourism brands. The revival of the tourist brand is based on the inevitable process of total digitalization of business and market processes on one hand, but on the other hand the living human contact with the brand is becoming more and more demanding. Overcoming travel fears is in alignment with the restoration of the customer trust in the tourist brand. The transformation of tourism brand is still to come and the key to a successful completion is the new way of managing the customer experience.
APA, Harvard, Vancouver, ISO, and other styles
6

Hsiao, Chan, Yi-Hsuan Lee, and Yu-Chih Chen. "THE EXPLORATION OF THE RELATIONSHIP AMONG BRAND EXPERIENCE, CONSUMER SATISFACTION AND BRAND LOYALTY- WITH VIRTUAL EXPERIENCE AND THE VIRTUAL COMMUNITY AS THE INTERVENING VARIABLES." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.02.06.02.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Петрова, Элиза Александровна, and Ольга Александровна Артемьева. "SPORTS BRAND AMBASSADORS AS A MARKETING PROMOTION TOOL." In Поколение будущего: сборник избранных статей Международной студенческой научной конференции (Санкт-Петербург, Сентябрь 2020). Crossref, 2020. http://dx.doi.org/10.37539/pb187.2020.41.15.002.

Full text
Abstract:
В статье автор рассматривает использование бренд-амбассадора как инструмента маркетинга; особое внимание уделяется изучению его сущности, сильных и слабых сторон, в том числе на практических примерах; рассмотрен международный опыт использования лидеров мнений как представителей спортивных брендов или коллекций; приведена классификация амбассадоров спортивных. In the article, the author considers the use of a brand ambassador as a marketing tool; special attention is paid to the study of its essence, strengths and weaknesses, including practical examples; also the international experience of using opinion leaders as representatives of sports brands or collections is considered; at the end of the article the classification of sports ambassadors is given.
APA, Harvard, Vancouver, ISO, and other styles
8

Torres Marin, Alfonso Jesus, Inmaculada Puebla, Francisco Solá, and Raquel Ayestarán. "THE CREATION OF A MARKETING PLAN THROUGH SERIOUS GAMING: A JEANS BRAND EXPERIENCE IN THE UFV." In 11th annual International Conference of Education, Research and Innovation. IATED, 2018. http://dx.doi.org/10.21125/iceri.2018.0389.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Škravan, Antonia, Lorena Bašan, Jelena Kapeš, Ivana Prižmić, and Marino Franulović. "MOTIVATION-BASED IDENTITY OF ISLAND DESTINATIONS AND TOURIST SATISFACTION: THE CASE OF CROATIA." In Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. http://dx.doi.org/10.20867/tosee.06.50.

Full text
Abstract:
Purpose – This study focuses on common identity attributes of Croatian island destinations based on pull travel motivators. Its main purpose is to determine the significance of the gaps between the importance and performance of these attributes, as well as to examine their influence on overall satisfaction and destination brand loyalty. Methodology – The survey was conducted in Croatia in 2020, using two interrelated questionnaires designed for two target groups, domestic tourists and Destination Marketing Organization (DMO) managers. A total of 116 valid questionnaires were collected from tourists and 6, from the DMOs of all coastal counties. Importance-performance analysis (IPA) was applied, followed by a paired sample t-test and simple linear regression analysis. Findings – The IPA results show a negative and statistically significant difference between the importance and performance of natural and cultural attributes, making them the key points of future interest for DMO managers. The regression analysis results show a statistically significant and positive influence of all island destination attributes on overall satisfaction, and the significant positive influence of satisfaction on destination brand loyalty. Contribution – The research provides evidence on satisfaction and loyalty concerning the main motivation-based identity attributes of island destinations. The results can help DMO managers to reallocate marketing efforts from low- to high-impact areas to achieve satisfaction and brand loyalty. The findings can also help reinforce the collaborative marketing activities of Croatian island destinations based on common identity attributes.
APA, Harvard, Vancouver, ISO, and other styles
10

Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

Full text
Abstract:
The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'EXPERIENCE MARKETING – BRAND MUSEUM – EXPERIENCE - BRAND' for particular source types:
Journal articles Dissertations / Theses Books
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography