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Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda
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| Zeitschriftentitel: | International Journal of Marketing Studies |
|---|---|
| Personen und Körperschaften: | |
| In: | International Journal of Marketing Studies, 11, 2019, 1, S. 100 |
| Format: | E-Article |
| Sprache: | Unbestimmt |
| veröffentlicht: |
Canadian Center of Science and Education
|
| Schlagwörter: |
| author_facet |
Amoroso, Sara Amoroso, Sara |
|---|---|
| author |
Amoroso, Sara |
| spellingShingle |
Amoroso, Sara International Journal of Marketing Studies Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda General Medicine |
| author_sort |
amoroso, sara |
| spelling |
Amoroso, Sara 1918-7203 1918-719X Canadian Center of Science and Education General Medicine http://dx.doi.org/10.5539/ijms.v11n1p100 <jats:p>This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.</jats:p> Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda International Journal of Marketing Studies |
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Canadian Center of Science and Education, 2019 |
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International Journal of Marketing Studies |
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| title |
Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_unstemmed |
Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_full |
Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_fullStr |
Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_full_unstemmed |
Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_short |
Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_sort |
chronicles of consumer-brand experience: a systematic review and research agenda |
| topic |
General Medicine |
| url |
http://dx.doi.org/10.5539/ijms.v11n1p100 |
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2019 |
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100 |
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<jats:p>This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.</jats:p> |
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| description | <jats:p>This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.</jats:p> |
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| spelling | Amoroso, Sara 1918-7203 1918-719X Canadian Center of Science and Education General Medicine http://dx.doi.org/10.5539/ijms.v11n1p100 <jats:p>This study makes an effort to unify and consolidate the concept of experience in marketing research by analyzing all the academic articles since its inception in a systematic way. The review of existing literature reveals gaps in the conceptualization, definition, relations and measurement of Consumer-Brand Experience (CBEx) from theoretical and practical perspectives. Therefore, this study significantly contributes by exploring and discussing the concept of CBEx, proposing a definition, describing its state of the art dimensions, relationships and measurement. A new and broader conceptual model is provided too. This work also highlights important challenges for future research and practice. Academics and managers are called to consider CBEx as a key determinant of consumer behavior and as an important strategic objective for brands. In particular, CBEx is the key to creating uniqueness and long-lasting brands so managers should take into account this concept in defining their marketing strategies.</jats:p> Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda International Journal of Marketing Studies |
| spellingShingle | Amoroso, Sara, International Journal of Marketing Studies, Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda, General Medicine |
| title | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_full | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_fullStr | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_full_unstemmed | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_short | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| title_sort | chronicles of consumer-brand experience: a systematic review and research agenda |
| title_unstemmed | Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda |
| topic | General Medicine |
| url | http://dx.doi.org/10.5539/ijms.v11n1p100 |