A review and future directions of brand experience research

Imran Khan, Zillur Rahman
2015 International Strategic Management Review  
A B S T R A C T Brand experience has been gaining increased importance in marketing literature, as marketers consider it a vital strategy in building long term consumer-brand relationship. This study attempts to do a comprehensive assessment and synthesis of academic literature on brand experience. To do this, authors take up a systematic review, identifies and analyses 73 relevant articles from 38 journals. The analysis provides significant information about-empirical versus conceptual
more » ... industry focus, country of research, research design, data analysis techniques and nature of sampling method and respondents. This study presents methodological trend in brand experience studies with reference to Meredith, Raturi, Amoako-Gyampah, and Kaplan (1989) framework, and it has been found that majority of the studies are based on people's perception of object reality (logical positivist/empiricist paradigm based researches). A conceptual framework about brand experience antecedents and consequences is also presented. At last, we provide discussion and suggestions for future research, followed by limitations of the study. study has accurately determined the stage at which present brand experience research stands, nor has any study in the past indicated the direction in which brand experience research is headed. In order to have a clear idea of one's position in any area, frequent and honest reassessments are required (Cooper, 2010) . The domain of brand experience is in nascent stage (Schmitt, 2009), which warrants a review to ensure that brand experience studies will move in the right direction. The particular emphasis of the study is to assess the state of methodologies used in brand experience research, and identify antecedents and consequences. Thus, the objectives of this paper are: (1) to bring general understanding about the brand experience in the fields like distribution of articles across the main journals, time period, nature of studies and type of data, industry focus and country of
doi:10.1016/j.ism.2015.09.003 fatcat:zaaz73a2ozgwtcm7ernvsmeeza