Experience-centric branding: challenges and advancing a new mantra for corporate brand governance
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DOI: 10.1057/s41262-017-0027-7
Abstract: Abstract Branding has long lived on the virtue of consistency, so variable experiences seem anathema to consistency. This paper responds to this challenge and seizes the opportunity to develop a forward thinking brand management model… read more here.
Keywords: corporate brand; amber brand; experience centric; brand ... See more keywords
UGC attributes and effects: implication for luxury brand advertising
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DOI: 10.1080/02650487.2021.1898773
Abstract: Abstract Consumers often share their various brand experiences via Instagram, which has users that indirectly enjoy brand experiences from others. Along with this trend, luxury brands have started providing brand experiences through various cultural spaces,… read more here.
Keywords: advertising; brand; advertising ugc; brand experiences ... See more keywords
The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships
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DOI: 10.3390/su15097278
Abstract: This study aims to identify types of virtual/augmented reality–based brand experiences (VR/AR experiences) to understand their impacts on consumer–brand relationships. For this study, brand experiences were divided into four types: entertainment, aesthetic, educational, and real-escape… read more here.
Keywords: relationship; experience; consumer; brand ... See more keywords