Brand experience formation mechanism and its possible outcomes: A theoretical framework

What is it about?

Nowadays, both managers and academicians have started seeing consumers as rational, as well as emotional, decision makers. Because of this, companies have started reinventing marketing and engaging consumers through experiences. Experiences provide platforms that are linked with various aspects of a brand. However, these experiential platforms might also bring about changes in traditional marketing thoughts which are based on functional features and benefits. It is important for marketers to comprehend the formation and delivery of well-managed experiences. Keeping this in mind, the present research focuses on an emerging area in the field of marketing and branding concepts: brand experience. The primary objective of this study is to identify the pertinent antecedents and consequences of brand experience through the literature. With an extensive literature review, this study offers a series of research propositions, from antecedents to the consequences of the brand experience, which clarifies the understanding of brand experience formation and its possible outcomes. Finally, a theoretical framework representing the proposed relationships is also presented. The managerial implications of brand experience are discussed in order to develop a marketing strategy.

Featured Image