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Branding in a hyperconnected world : refocusing theories and rethinking boundaries

Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, … - In: Journal of marketing 84 (2020) 2, pp. 24-46

Persistent link: https://www.econbiz.de/10012176536

Brand experience : what is it? : how is it measured? ; does it affect loyalty?

Brakus, J. Jos̆ko; Schmitt, Bernd; Zarantonello, Lia - In: Journal of marketing 73 (2009) 3, pp. 52-68

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Builing strong brands in Asia : selecting the visual components of image to maximize brand strength

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The consumer psychology of brands

Schmitt, Bernd - In: Journal of consumer psychology : JCP : the official … 22 (2012) 1, pp. 7-17

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The concept of brand experience

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Brand experience : managerial applications of a new consumer psychology concept

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From brand aversion or indifference to brand attachment : authors' response to commentaries to Park, Eisingerich, and Park's brand attachment-aversion model

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The consumer psychology of customer-brand relationships : extending the AA relationship model

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Brand Experience : What is it? How is it Measured? Does it Affect Loyalty?

Schmitt, Bernd H.; Zarantonello, Lia; Brakus, J. Josko - 2012

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a...

Persistent link: https://www.econbiz.de/10014042172